I make high-stakes purchases feel simple.
Kevin Astuhuaman. Product manager. I built the digital storefront of Peru’s largest bank, then GenAI products in California.
01 · The funnel
Selling money is the hardest checkout there is.
A working capital loan is a shopping decision under stress. I owned the funnel from landing page to money in the account, and I treated every step like a checkout step.
Enter your amount, pick your payment date.
Confirm email and phone. Nothing the bank already holds.
Choose a plan. Totals up front, no rate jargon on the card.
Pick the deposit account and how you repay.
Confirm. The full schedule sits behind one tap.
Money in the account. Rate the experience here, not by email.
02 · Personalization
The offer knew you before you typed.
Instead of one rate for everyone, each customer saw their own amount, rate and term, computed in real time from the bank’s own relationship data. No third party tracking. First party signals only.
Shipped product, public page. The greeting, the approved ceiling and the campaign framing are all computed before the customer touches a field.
Reconstruction of the offer card anatomy. The rate is masked here on purpose.
Personalization is not knowing who you are. It is the product fitting your situation.
03 · Trust
From 5 to 7 days down to 4 minutes.
COVID closed the branches. Mortgage signing still required in-person ink. We shipped the first FaceID e-signature in Peruvian banking: build versus buy under time pressure, with legal and cybersecurity at the table from day one.
- What you pay each month, and when
- What happens if a payment is late
- How to cancel the loan early
- Who to call if something looks wrong
Friction removed where it protected nobody. Kept where it protected someone.
04 · Architecture
Every simple screen negotiates with a 40 year old core.
New small businesses were auto-rejected because the risk model had no revenue history on them. They did have government tax reports. We accepted those as proof of revenue, validated against the tax authority, and shipped it inside the existing flow instead of building a second one.
05 · Distribution
Meet customers where they already are.
Micro-business owners did not trust banks, but they lived inside their digital wallet. So the loan offer moved into the wallet feed, and the bank flow picked up from there already knowing who had tapped.
Sign in with the card and document number they carry, not an email they forgot.
Choose where the money lands and how it gets repaid, explained in plain words.
Confirmation in full sentences, with the account number masked.
Distribution beats destination. The best store is the one inside the app people already open.
06 · The launch
The launch went on the air.
When Mi Negocio BCP launched nationally, the bank told the story on its own broadcast, BCP Al Aire. I was the product manager on camera, walking viewers through how a small business gets working capital in minutes.
The overlay on screen is the live product: the simulator asking a real business about monthly sales and margins. Broadcast on BCP’s official channel.
Watch the launch on YouTube07 · Resilience
The store must hold in the storm.
El Niño floods hit Peru. We shipped proactive refinancing for affected customers. Then a term was misconfigured in production, and some customers saw the wrong numbers.
Proactive refinancing for flood-affected customers.
A term was misconfigured in production. Incorrect charges followed.
Tactical engineering fix within hours, with me on the product call.
We contacted every affected customer before most of them noticed.
Refunds reconciled with finance and accounting. Deploy checks tightened.
Customers stayed with us because we told them before they noticed. Communication was part of the fix, not the apology.
08 · What I build now
GenAI with evals, not opinions.
I design and ship Trackly, an AI recruiting product live on the iOS App Store: embedding-based matching between jobs and profiles, conversational agents, and production evals that measure accuracy instead of trusting it.
A live feed of new roles, filtered to what the person actually wants.
Job detail with the context a person needs before spending an hour applying.
Three questions at onboarding. The person hands over the signal, nothing is inferred.
Beyond the portfolio
Follow the thread.
Work, ideas, and conversations. Keep exploring.
Seven years of making people comfortable enough to say yes to big purchases.
Product screens shown here are from public BCP pages or are sanitized reconstructions built from public materials. All amounts, names and account numbers visible in them are the bank’s own demo data. The originals belong to the bank.