Future Family
San Francisco, CA
Financial services and IVF
Solution implemented on customer's existing cloud stack [PostgreSQL, GCP Cloud Functions, BigQuery, Pub/Sub, 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. As Premier Tier AWS partner, 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 CTО and engineering team.
– New production ready marketing website deployed on November 4, 2025
– CI/CD pipeline for the marketing site using CircleCI and Terraform
– Performance and content optimizations for the marketing funnel, including deferred scripts and enhanced hero section
– Google Tag Manager integration for improved funnel tracking and experimentation
– Infrastructure readiness for Spanish language support on the marketing site
– PostgreSQL database provisioned and managed via Terraform in the client’s cloud environment
– CSV file processing pipeline using GCP Cloud Functions with detailed row level status tracking
– Error file generation and skipped record management with complete auditability
– Pub/Sub based status notifications for real time file processing updates
– BigQuery based analytics layer for decline and performance analysis
– Admin analytics dashboard with search, refresh, pagination, and visualization of multiple report types
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.
Founder, Bravo Foxtrot
