Fuel Growth with Embedded Finance

Engine Insights CXO Webcast Series

From Scroll to Stick: Rethinking the Marketing Funnel with AI + Storytelling
Thursday, June 12, 2025 | 12 - 1pm ET

Meet Betsy™—the first voice-based AI loan assistant for the U.S. mortgage industry, developed by Better.com, a leading digital homeownership company. Powered by large language models (LLMs), Betsy guides users through the entire mortgage process—from pre-approval to close—offering personalized product recommendations and transforming a traditionally friction-filled experience into a seamless, intuitive journey.

In this webcast, we’ll unpack the story behind Betsy’s creation, share key data-driven insights from her development, and explore her evolution into a daily media destination powered by hyper-personalized financial content.

We’ll also examine a broader shift in today’s attention economy. As consumers increasingly turn to Gen AI and social platforms for financial guidance, financial institutions must reimagine their apps—not just as transactional tools, but as personalized, content-rich experiences that drive exploration, connection, and long-term engagement.

Join us to learn how AI and storytelling are redefining the marketing funnel—from initial engagement to lifelong loyalty.

Highlights include:

• The origin story of Betsy™, the first voice-based AI loan assistant developed by Better.com
• Lessons from building AI-powered in-app feeds that deliver real-time, personalized financial content
• Why financial institutions must move beyond transactions to become daily media destinations
• How reimagining fintech partnerships can reshape the modern marketing funnel

Speakers:
Jessica Manna, VP of Growth Marketing, Better Mortgage
Bill Davaris, Co-President, Malka

Host:
Peter Renton, Former Chairman, Fintech Nexus