Future Family
San Francisco, CA
Financial services and IVF
Solution implemented on customer's existing cloud stack [PostgreSQL, Serverless Cloud Functions, Cloud Analytics, Managed Messaging, Terraform, CircleCI]
Future Family
San Francisco, CA
Financial services and IVF
Solution implemented on customer's existing cloud stack [PostgreSQL, Serverless Cloud Functions, Cloud Analytics, Managed Messaging, Terraform, CircleCI]
Future Family, a fertility focused financial services company, partnered with Avahi to modernize its digital experience and strengthen data driven decision making. The company needed to revamp its marketing website to improve the loan application funnel and build a robust analytics and file processing stack to understand why applications were being approved or declined. Avahi delivered a new production ready marketing site, a cloud native data platform, and an admin analytics dashboard that gave Future Family end-to-end visibility into loan processing. Within two weeks of launch, Future Family saw record daily approvals and sustained week over week funnel improvement.
Future Family combines fertility expertise with innovative financing, helping families access IVF (in-vitro fertilization) and fertility care through tailored loan products and a digital first experience. Operating at the intersection of financial services and healthcare, the company relies on an efficient online funnel and precise credit decisioning to scale responsibly while maintaining a positive member experience.
Future Family had two critical, connected challenges. First, its marketing website needed modernization to better support 2025 fourth quarter growth objectives and improve the performance of the loan approval funnel. The existing experience was not fully optimized for conversions, and site performance, content structure, and analytics instrumentation limited the ability to test and scale new campaigns.
Second, the team lacked comprehensive visibility into how uploaded CSV files and loan applications flowed through internal systems. Operations and risk teams needed better tracking of file ingestion, error handling, and row-level status for each record. Without this, diagnosing issues, understanding decline reasons, and refining underwriting models required manual effort and ad hoc analysis.
Beyond operational visibility, Future Family needed advanced analytics on decline patterns. They wanted to understand how FICO scores – a widely used three-digit credit score -, debt-to-income (DTI) ratios, and income distributions interacted with various decline reasons so that credit policies could be tuned with confidence. Without solving these issues, Future Family risked slower growth, missed approvals, and an inability to systematically improve underwriting rules and marketing strategies.
Future Family selected Avahi for its depth in cloud native engineering, data platforms, and digital experience delivery, as well as its track record working with high growth, regulated businesses. Avahi brings strong architecture discipline, automation first operating models, and familiarity with the requirements of financial services and healthcare adjacent workloads.
The Future Family team needed a partner that could move quickly against Q4 OKRs while managing real production risk. Avahi demonstrated the ability to stand up a new marketing site, define and implement a complete analytics stack, and troubleshoot complex CI/CD and infrastructure challenges collaboratively with the client’s CTO and engineering team.
Avahi structured the engagement into two tightly connected workstreams: modernizing the marketing website and implementing a comprehensive data analytics and file processing platform.
For the marketing website, Avahi delivered a complete revamp and deployed it to production on November 4, 2025. The team implemented a CI/CD pipeline using CircleCI so that code changes could be tested and pushed to production with minimal manual intervention. Terraform was used to define and manage the underlying infrastructure as code, which improved repeatability and reduced configuration drift across environments. Avahi optimized site performance by deferring noncritical scripts, refining the hero section and key content areas, and integrating manager to enable more granular tracking of funnel behavior without heavy engineering involvement. The site was also prepared for Spanish language support, allowing Future Family to reach more customers without a full redevelopment.
On the data and file processing side, Avahi designed and implemented a cloud native platform that gave Future Family end to end visibility from file upload through analytics. A PostgreSQL database was provisioned using Terraform in the client’s cloud environment, establishing a robust and managed data store for application and processing metadata. CSV processing pipelines were built using serverless cloud functions, which ingested loan application files, processed rows, and wrote detailed status and error information back to the database.
To ensure reliability and transparency, Avahi implemented row level status tracking, automated error file generation, and explicit handling for skipped or malformed records. A managed messaging service was used to provide real-time updates on processing status and to decouple components, improving resilience under varying load. A cloud-based analytics engine was integrated to enable complex queries on large datasets, particularly around decline reasons, FICO score bands, DTI ranges, and income buckets.
On top of this foundation, Avahi built an admin dashboard that allowed operations and risk teams to interact with the data without writing SQL. The dashboard surfaced visualizations, search, refresh, and pagination capabilities, and exposed multiple report types focused on decline analytics. This included quantile distributions (minimum, p25, median, p75, maximum) for key metrics across decline reasons, along with weekly and monthly trend views to support proactive credit policy adjustments.
The project included overcoming several non trivial technical challenges. Avahi adapted the CI/CD design during a CircleCI outage by adjusting how contexts and values were passed through the build process and temporarily falling back to manual Terraform deployments via Artifactory built images when Bitbucket experienced disruptions. For database testing, the team shifted from Testcontainers to a cloud based PostgreSQL instance to better reflect the behavior of the serverless processing functions. Avahi also worked closely with Future Family’s CTO to resolve access and authentication issues, ensuring the team could operate efficiently in the client’s environment.
Within two weeks of launching the new marketing website and supporting infrastructure, Future Family saw measurable improvements in its loan approval funnel. The company recorded its highest ever daily approvals, followed by another strong day, indicating that the optimizations were not a one-off spike but part of a sustained upward trend. The marketing team and leadership explicitly linked the early traction to the new page optimizations and the improved visibility into funnel behavior.
Operationally, the new data platform and dashboard delivered complete transparency into file ingestion and processing, reduced manual investigation time, and enabled a more scientific approach to underwriting adjustments. Decline patterns can now be monitored across FICO, DTI, and income segments using prebuilt reports, which helps Future Family adjust lending criteria with confidence while managing risk.
Let’s explore your high-impact AI opportunities together in a complimentary session
Let’s explore your high-impact AI opportunities together in a complimentary session
Let’s explore your high-impact AI opportunities together in a complimentary half-day session
