How Thndr launched Fin in five weeks and lifted CSAT from 60% to 87%

Thndr is building the primary investment account for the Middle East and North Africa – the default home where people's savings and investments live and grow, safely and transparently. From day one the team has held one belief: the individual investor deserves the same quality of service that institutions and high-net-worth clients take for granted.

Customer experience is where that belief gets tested. When something goes wrong, when a customer is confused, or when someone needs a real answer about their money, they turn to Thndr’s support team. Those moments decide whether people trust Thndr enough to stay, which sets the high bar for support: answers need to be accurate, fast, and clear, while requiring as little effort from the customer as possible.

Thndr’s early support experience relied on a rule-based chatbot with fixed response buttons. It was a solid starting point for the time, but the team knew they needed to go much further. "When someone trusts you with their money, customer experience isn't a side function, it's part of the product," says Mohamed Fayek, Head of Product at Thndr. "Our goal is to give the individual investor the same service as the world's best investment platforms.”

The team weighed its options, including other established platforms and building its own AI in-house. "We could build our own AI agent, but a proven tool would be far more mature than anything we'd ship in our early phases," says Mohamed. For a regulated brokerage, the bar was clear: accurate answers, strong controls, and reliability customers could count on when money was on the line. Fin, an AI Agent designed for customer experience, met the requirements.

They started with the groundwork, rebuilding a scattered, out-of-date help center into a single, structured knowledge base. "The knowledge base is the foundation for how Fin works, every answer traces back to it," says Fayek.“Getting that right from the start was the biggest reason we were able to get up and running and see results so quickly.”

From there, the team used Procedures to expand what Fin could do. Partnering closely with Fin's Deployment Services team, they connected Fin to Thndr's backend systems to handle their highest-volume transactional topics – from delayed deposits and funding issues to re-verification requests, withdrawals, and orders. Fin checks the relevant account data, applies Thndr's policies, and guides customers through the next steps, resolving complex financial queries end to end. And for sensitive cases like disputes and security issues, Thndr set clear guardrails so Fin hands off straight to a human with full context.

Setting those guardrails was one side of it; seeing how every conversation was handled was the other. For a business handling customers' money, close oversight of both Fin and team performance was non-negotiable, and Fin gives Thndr that visibility through Insights. The team is now able to see how support is performing across the board and drill into individual conversations to find what needs improving. Working with Fin's Deployment Services team, they built Monitors and Scorecards to track quality continuously and adopted the Fin Flywheel, a repeatable rhythm of training, testing, analyzing and improving Fin's performance.

Thndr went live with Fin in about five weeks, and the results came almost immediately. Today, Fin is involved in 86% of incoming conversations and resolves around 60% of all conversations end to end – nearly double the average for its fintech peers. "We wouldn't have reached these results this quickly without the Deployment Services team," says Mohamed. "They helped us get the most out of Fin from the very start."

The scale comes with quality to match. Customers now get instant help in Arabic, 24/7, and customer satisfaction sits at around 87%, up from roughly 60% under the previous setup. "This is the highest our CSAT has ever been," says Fayek. "We've raised the standard of support and made it faster and clearer at the same time."

Just as importantly, Thndr’s CX team is no longer stretched across a constant flow of high-volume queries. Fin has freed them up to develop new skills and take on more meaningful work. “It’s the opposite of replacing our people,” says Mohamed. “Fin handles a broad range of informational, personalized, and action-based queries, giving our team more time for sensitive situations like disputed transactions, emotionally charged conversations, and investigations that require careful judgment and reassurance.”

With Fin resolving tens of thousands of conversations a month, support has become one of Thndr's strengths. The team now has the foundation to keep climbing toward 90% automation and to expand into new markets across the Middle East and North Africa, confident that great service scales with them.