Case Study: Jaimy cuts CAC and churn by 25% with Segment

How Jaimy reduced customer acquisition costs (CAC) and churn by 25% with Twilio Segment

Jaimy is a Brussels‑based two‑sided home‑services marketplace (and Belfius subsidiary) that connects homeowners with local tradespeople. The startup struggled with fragmented analytics—Mixpanel, Google Analytics and other sources produced inconsistent insights—and costly engineering work was required to build and maintain integrations, blocking faster experimentation, personalization and better customer experiences.

By centralizing first‑party behavioral data with Segment, Jaimy unified its marketing and product data, built dynamic audiences and lookalike personas, and connected CRM and messaging tools without heavy developer lift. This sped up testing and personalization, improved onboarding, and delivered clearer attribution—leading to a 25% reduction in both customer acquisition cost and churn and a 25% lift in activation.

Jaimy

Damien Querbes

Head of Marketing