The Challenge
Mintwave builds embedded finance infrastructure for Southeast Asian e-commerce platforms. Their website attracted 4,200 monthly visitors — strong traffic for their stage — but conversion to demo requests was under 1.2%. A Hotjar analysis showed that 73% of visitors scrolled through the pricing page and left without acting.
The problem was timing: Mintwave's two founders handled all sales calls personally, but they were based in Singapore (GMT+8) while most inbound traffic came from the US and Europe during their off-hours. Visitors arriving at 2 AM Singapore time had no way to get answers to pre-sales questions and left before the team woke up.
Hiring a BDR was off the table at their runway stage. They needed a solution that could engage, qualify, and capture visitor intent at any hour without requiring headcount.
Deployment
Mintwave's deployment was the fastest in this study: the full configuration took one afternoon.
They connected UnifiedRAG to HubSpot for lead capture, uploaded their product documentation, pricing FAQ, and a library of technical integration guides. The persona was configured as a knowledgeable "solutions engineer" — able to explain API concepts and answer technical pre-sales questions without sounding like a generic chatbot.
A lead qualification flow was built: the AI was prompted to collect company name, use case, and expected transaction volume before surfacing the "book a demo" CTA. Leads above a transaction volume threshold were routed to the founders via Slack alert with full conversation transcript.
The entire configuration — integrations, persona, qualification flow, Slack routing — took 4.5 hours from first login to production.
Deployment Timeline
Hour 1
HubSpot connected; product docs and pricing FAQ uploaded
Hour 3
Persona configured as solutions engineer; qualification flow built
Hour 4.5
Slack routing live; production deployment
Day 7
142 leads captured; 38 qualified above threshold
Day 30
11 paid pilots closed from AI-sourced leads
Month 3
AI lead channel accounts for 44% of total pipeline
Results
In the first seven days, 142 visitors engaged with the AI assistant in a qualifying conversation and provided contact details. Of those, 38 met the transaction volume threshold and received a same-day Slack alert to the founders. 11 became paid pilots within 30 days.
Off-hours conversion — visitors from US/Europe time zones — went from near-zero to a measured 3.4%. The AI's ability to answer technical questions (API rate limits, supported payment rails, compliance questions) distinguished it from simpler lead-capture widgets.
The founders reported that inbound leads from AI conversations converted to paid at 29% — higher than their outbound rate of 18% — because prospects had already been educated by the AI before the first human call.
Full Metrics
| Metric | Before | After |
|---|---|---|
Leads captured (week 1) | ~8/week | 142 |
Off-hours conversion rate | ~0% | 3.4% |
AI→paid conversion rate | — | 29% |
Time from signup to production | N/A | 4.5h |
Qualified demos booked (month 1) | 6/month | 38/month |
BDR headcount required | 1 planned hire | 0 |
In Their Words
“Onboarding took an afternoon. By Friday, off-hours conversion had doubled and we'd captured 142 new leads we would have lost. We essentially built a 24/7 sales rep without hiring anyone.”
Alex Chen
Co-founder & Head of Growth, Mintwave