Guest Blog: How Yonder Used DOJO AI’s Customer Segmentation to Transform Marketing
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Before diving into how we step changed our marketing strategy with DOJO AI, let's talk about what makes Yonder different. At Yonder, we've built a financial membership that actually rewards your everyday spending. Whether you're booking flights, dining out, or shopping for essentials, our award-winning debit and credit cards earn you highly valuable points that you can redeem instantly—no blackout dates, no restrictions, just real rewards.
What sets us apart? Our flexible rewards system lets you use points on any flight with any airline worldwide, plus we offer zero foreign exchange fees and comprehensive travel insurance. It's financial freedom designed for everyday explorers who want transparency, not hidden costs.
Now, here's how we used DOJO AI to understand exactly who those everyday explorers are and how to create customer-centric communications that truly resonate.
How AI-Powered Customer Segmentation Shaped Our Marketing Strategy
When you're building a fintech product in a crowded market, understanding your customers isn't just important. It's everything.
At Yonder, we recently launched a new debit product. And like with any launch, we had big questions. Who is this for? Why should they care? What do they value? What turns them off?
We needed to understand our target audience, specifically which customers were most likely to engage with our debit offering and find value in our broader product ecosystem. But without a strategic agency partner to support that thinking, we didn’t want to rely on gut instinct.
Enter DOJO AI
That’s where DOJO came in. It helped us get smart with our audience quickly. Not just who they were, but what actually mattered to them. DOJO helped us define clear, usable customer segments, rooted in data.
DOJO pulled together data from across our web, social, and conversion channels to identify distinct personas, and then helped us build tailored messaging strategies for each one. It didn’t stop there. DOJO also gave us a framework to evaluate how effective that messaging was, so we could iterate with confidence.
What made the biggest difference was how it worked with us. DOJO acted less like a tool and more like a strategic partner, challenging our thinking, highlighting blind spots, and turning data into decisions we could actually use.
From Data to Strategy
DOJO helped us bring clarity to segments we’d only loosely defined before. This was where the AI really shone. It didn’t just help identify the segments. It helped us build messaging frameworks that reflected their motivations, values and pain points. DOJO’s ability to turn data into clear personas and actionable strategies bridged the gap between analysis and creative execution.
Why It Felt Like a Team Member
What impressed me most was how DOJO worked more like a strategic consultant than a tool. It:
Connected the dots across data sources to uncover insights we’d missed in siloed analysis
Challenged our assumptions about customer behaviour and messaging effectiveness
Highlighted high-impact opportunities to focus on
Provided clear, prioritised recommendations—not just more data
And the value hasn’t stopped. We now have a lens through which to view every marketing decision. Instead of asking “will this work” we now ask “will this resonate”. This has transformed not just our messaging but our entire approach.
Key Takeaways
AI as a Strategic Partner: The best tools help you think differently, not just faster.
Question Everything: AI can reveal assumptions you didn’t know you were making.
Connect the Dots: Break down silos. The strongest insights come from linked data sources.
Insights Only Matter If You Act: Good AI doesn’t stop at “what.” It helps with the “so what” and “what next.”
The Bottom Line
In a world where customer acquisition costs are rising and competition is high, having a tool that keeps asking “but why?” is a huge advantage.
The future of marketing isn’t about having more data. It’s about having smarter conversations with the data you already have. And sometimes, the smartest conversation partner is an AI that sees the patterns you’ve been missing.
