PayJoy is a public benefit corporation dedicated to helping underserved customers in emerging markets achieve financial stability and success. We serve people who often face barriers to traditional financing, including informal workers, small business owners and entrepreneurs who are just getting started.

A customer walks into a store with an ID and a small down payment, leaves with a smartphone, and pays it off in weekly or monthly installments.

For many, PayJoy is the first lender to give them credit. Their repayment history helps establish their first formal credit record and can open the door to additional financial products, including a revolving credit line through the PayJoy Card.

For customers new to formal credit, using a credit line for the first time can come with questions: where to find their card, how to make a purchase, and how to access cash. That is where Luis's team comes in. Their role is to guide approved customers through those first steps and help them make their first purchase with confidence.

Until this year, PayJoy’s telesales ran the way most contact centers do: on fixed campaigns. Every day, Luis Pineda, who runs the operation, built lists of eligible customers and assigned them to a set calling cadence, typically five calls over two weeks, and five more for customers in a second segment.

It’s a proven model, but it has a built-in limit: the schedule is set before the first call is made, so it can’t react to what happens during it. A customer who converted on the third call could still be queued for the fourth and fifth. For a business that depends on long-term customer relationships, that was the cost that mattered most: not the wasted calls, but the customers who got contacted once too often.

In September, PayJoy moved its credit line outreach in Mexico onto Dreamweaver. Instead of a campaign, each customer now has an agent of their own, with one goal: their first purchase on the credit line within 14 days. More than 17,000 PayJoy customers have had an agent of their own so far.

The agent reads PayJoy's customer data every day, so new customers are picked up automatically and anyone who converts drops out straight away. For everyone else, it decides whether to call, send a text, try a different time or wait, and it logs why. When a customer asks for a call back tomorrow at 11, it books that time and keeps it. It remembers what each customer said last time, so the next call picks up where the last one ended.

The calls themselves are practical. The agent walks customers through finding their virtual card in the PayJoy app and the details they need to use it, and explains other ways to use their credit, like withdrawing cash at a bank teller with a code when they don't have a bank account of their own.

For Luis, the operational change was immediate.

"Now I don't have to upload a CSV daily or 2 CSVs daily. You don't have to configure a campaign. We don't have to burn our customers and it opens the door to more strategic contacting."

It also changed what Luis thinks outreach can be.

The part Luis didn't expect to value most is what the conversations reveal. Coach reads every call and turns patterns into insights: why customers hesitate, where they get stuck, what they ask that nobody has answered well.

"We're humans. There's no way we're going to listen through 10,000 conversations per month, with this insight report, we get the contact reason, what's happening. It even makes a suggestion as to what to fix. And then you get an action to do."

Those insights feed back into the agents themselves. Dreamweaver has saved 71 learnings at PayJoy, and agents have looked them up more than 750,000 times while deciding what to do for a customer. They also travel beyond the calls. One insight about how customers respond to certain reassurances made it into PayJoy’s wider messaging. The company now uses that framing across its campaigns.

PayJoy measures everything against a control group, and Dreamweaver is held to the same standard. In early results, 30% more new customers made their first purchase on the credit line within 14 days than a random holdout group.

The agents also correct course on their own. They have kept 98% of the callbacks they promised customers, and called off nearly 2,000 messages that no longer made sense, like a reminder to someone who had already made their first purchase.

Asked to sum up the change, Luis is brief.

"Before Dreamweaver, it was volume-based. And after that, it's strategic-based."

Luis sees Dreamweaver growing from a way to win new customers into a way to keep them.

"I envision it as an acquisition and retention tool, acquiring, it's really easy. The trick is retaining customers."

Next, PayJoy is turning its attention to re-engagement: using what the agents have learned to bring back customers who haven’t been in touch for a while.

He also sees room to bring the same approach to PayJoy's other markets.