Case Study: Thinx achieves 5x conversion lift and 90% customer retention with Heap

Thinx uses Heap to drive growth and retention

Thinx, founded in 2014, makes “period-proof” underwear and related brands aimed at rethinking period care. As the company scaled rapidly, its small growth and engineering teams struggled with a legacy analytics setup, manual spreadsheets, and slow reporting—hindering user-acquisition efforts, UX optimization, ambassador performance measurement, and advanced BI work.

Thinx adopted Heap for Autocapture and automated ETL, centralizing behavioral data and feeding it to their warehouse and Looker with minimal engineering overhead. That allowed rapid, retroactive reporting, granular ambassador tracking, and fast product iteration; a redesigned product quiz boosted conversions 5x and produced a 90% retention rate, helping Thinx build a data-driven culture and accelerate growth.

Thinx

Elise Mortensen

UX Research