A thousand leads a month walk through Kolin's door.
One in ten will close. The engine knows which.
Kolin sells health-insurance memberships to adults 50–84 across Mexico — major-medical coverage operated by BBVA Seguros Salud, plus preventive medicine and a longevity programme, anywhere from $4K to $11K MXN per month. They acquire through paid search, social, referrals, and out-of-home. The lead scoring engine reads each form submission in real time, ranks it by expected revenue, and routes it to the right next action — before a human ever touches the file.
Carlos fills out Kolin's form in 90 seconds. Fourteen questions.
Kolin's funnel runs on Typeform. Every answer pushes a JSON payload into the scoring pipeline before the user has even closed the tab. Eleven of those answers are demographic metadata — useful for the CRM, near-irrelevant to the close. But three of them are signals: features the model has learned to weight heavily across nine months of historical Kolin conversions.
Three answers tell Kolin almost everything about Carlos's odds.
The classifier was trained on roughly nine months of Kolin's own funnel — close to a thousand confirmed closes against eight thousand leads. It maps the 14 form answers and a handful of session features (acquisition channel, time-on-form, device, UTM trail) onto a single number between 0 and 1: the probability that this lead will close within 30 days.
For Carlos, four contributions matter. The first three swing his score by more than the other ten combined:
Knowing who closes is half the answer. The other half is what they're worth.
A second model — trained on three years of Kolin's own membership renewals — predicts each lead's expected lifetime value, conditional on their actually closing. Multiplied with the propensity, it yields an expected revenue per lead. The distribution of that product is brutally heavy-tailed.
Carlos is worth roughly $280K MXN over a typical Kolin membership lifetime. The median lead in this month's cohort is worth about $80K — Carlos is 3.5× the median. And one in ten of Kolin's leads carries six in ten dollars of expected revenue.
Carlos goes to one of Kolin's senior advisors. Within the hour.
A mid-tier lead gets a personalised quote in their inbox the same day and lands in a Meta retargeting audience by sundown. A cold lead drops into a biweekly nurture sequence and is reassessed in 60 days. None of this needs human triage — it runs on every Kolin lead, the moment they submit. About 1 in 8 of Kolin's monthly leads gets a same-day call; most of the rest get something thoughtful, automatically.
A two-thirds-of-a-million dollar pipeline this month. ~30% more closes than the old way.
Kolin's old process was round-robin manual scoring by SDRs eyeballing the form. Against that baseline, measured over the prior six months on 2,800 leads (p < 0.01), the engine pulls roughly three closes for every two the manual process used to win — and gives an SDR back about a working week per month that used to be triage. The pipeline number below is the conservative read: it counts first-month revenue only, not the lifetime value that follows.
Open Kolin's engine.
Every tab is live and operable on the same March 2026 cohort. Click any of the 50 leads in the inbox, edit any workflow, watch the live impact estimator recompute. No login.
Enter the demo