The analysis-to-campaign loop at Rovia used to take one to two weeks. Per idea.

Data lived in Metabase. Comms ran through WebEngage. Planning happened in Google Sheets. Each step required switching tools, re-querying, and manually stitching context from one platform to another. Even when Ara had the right insight, turning it into a live campaign meant navigating three separate systems on a tight timeline.

Then there was the WhatsApp problem. Notifications weren't sending as expected, and WebEngage's debugging was opaque. When something went wrong, there was no fast way to understand why.

Rovia moved to Sortment. That loop now takes minutes. Sometimes an hour at most.

Challenge: Three tools, and a one-to-two week cycle per idea

For a wealth tech product where KYC completion gates the core experience, lifecycle marketing moves the needle directly. Ara knew what he was trying to do: analyze behavior, identify the right cohort, trigger the right message. The tools made that hard.

Analytics was a separate login, a separate query session, a separate mental model. Turning an insight from Metabase into a campaign in WebEngage required a handoff that didn't happen automatically. Planning layered on top in Google Sheets.

"Analytics was in one tool, planning was manual on Google Sheets, comms were going through WebEngage. Nothing talked to each other."

The hidden cost was the friction between the moment of insight and the moment of action. By the time a campaign was live, the window it was built for had often shifted. And the WhatsApp integration kept breaking without clear error signals.

Solution: One surface for analysis, content, and send

Sortment replaced all three tools.

Migration was handled by Sortment's team. Email journeys and WhatsApp default journeys went live. The operating model shifted: instead of stitching three platforms together, Ara now works in a single environment where analysis, campaign logic, and the send all happen in one conversation.

Unified data surface: All app data and backend Metabase data in the same place. "We can have a more comprehensive understanding of users — all our app data and backend Metabase data in the same surface area."

Campaign cycle from a month to minutes: "Our lifecycle went down from almost a month to a few minutes — sometimes maximum 1 hour." Arnav prompts the AI with what he's trying to achieve, the system surfaces the segment and the message, and the campaign moves.

AI-generated content at speed: 9 email templates created since going live, each in 2–3 minutes. "A designer's time is unblocked because a single growth person can immediately create the content, create a template. From idea to sending that journey — a few minutes to a few hours."

A key distinction Arnav called out: Other tools — even PostHog, even Claude — stop at showing you what's happening. Sortment lets you act on it in the same tab. "A mixture of Metabase, PostHog, WebEngage, MoEngage — combined into one tool. The hidden friction of treating them separately was not even realized."

Use cases unlocked

KYC-stage targeting: Rovia can now build campaigns tied directly to where a user is in the KYC completion flow. Analysis and send happen in the same environment, so the time between identifying a cohort and reaching them is measured in minutes.

AI-powered debugging: When data discrepancies appeared in KYC conversion metrics, Ara prompted Sortment's AI. The system traced the issue to a single user triggering 4,500 events per day — a data quality problem skewing the entire conversion dataset. Caught in one conversation. Before Sortment, this would have required an engineering escalation.

Quests: Planning tied to KYC conversion

Rovia built a Quest around their core metric: KYC transfer conversion. A Quest in Sortment is a goal-directed planning layer — you set the metric, the system builds the plan around it, tracks where the number sits, and surfaces what to do next.

"Going through those steps of each and every user, those events being triggered, figuring out the pattern — and then surfacing it as soon as somebody logs in. The answer is already there."

Support: Startup speed from a startup vendor

Product improved visibly month-on-month over the first three months. Things Rovia flagged actually shipped. When issues came up, the Sortment team diagnosed quickly rather than routing them into a ticket queue.

"As a startup, you're not always a priority for bigger platforms. Sortment is different. When we've flagged something, they've come back with a fix, not a support ticket that goes nowhere."

Conclusion

Arnav describes Sortment as an amalgamation of the best-in-class tools such as Mixpanel, Posthog, a top CEP like MoEngage. Sortment is an AI-native CEP that can serve the role of all these platforms, with an AI that understands your goals, analyzes your users, surfaces growth opportunities, builds campaigns and journeys and helps you achieve those goals.