Customer Story

Upfront Improves Conversion Rate by 42.4% with Feathery

Mike Kilcullen
May 12, 2022
4 mins
  • 800+ developer hours saved in nine months
  • $60,000 saved in engineering costs
  • 42.4% conversion rate improvement


Upfront is an NYC-based fintech startup that helps car owners save thousands of dollars on their auto loans.

When Upfront’s Cofounder and Co-CEO, Marc Escapa, set out to build one of the platform’s core user journeys—a multi-step financial application for users—he knew that the form’s success would ultimately depend on experimentation and iteration.

From experience running previous startups, Marc also knew that if this form was hand-coded by his developers, then the build and iteration processes would require coordination between several departments and pull his developers away from core business projects.

While evaluating better ways to build Upfront’s forms, Marc discovered Feathery.


With Feathery, Upfront’s product team is able to build and rapidly iterate on an application flow with complex visuals and logic. They also leverage a number of Feathery integrations, including Firebase Authentication for verifying users via SMS and Google Address Autocomplete to autofill user addresses.

Upfront's financial application form built with Feathery
Upfront's financial application form built with Feathery

Using custom code in conjunction with Feathery, Upfront is able store form data to their backend for custom processing, run credit checks in real-time, populate the options for a dropdown based on the selection from a previous dropdown, and calculate the specific loans to offer to users (shown on Feathery via text variables).

Most importantly, they are able to do all this without tapping into significant developer resources.


To date, Upfront has been able to save an estimated 25 developer hours per week across nine months of using Feathery. That totals over $60,000 in developer costs saved.

Upfront has also been able to run more experiments in less time, increasing their conversion rate by 42.4%.

Testmonial from Upfront co-founder and co-CEO Marc Escapa

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