From two test funnels to $100K+ in revenue: how MyMental AI GURU scaled Web2App with web2wave

Summary

Latiwara OÜ, an Estonian company, has begun cooperation with web2wave to promote MyMental AI GURU. This is a product in the field of psychology and relationships, developed by Technomeleti LTD in Cyprus. Previously, the company did not have its own experience in funnel-based acquisition.

During the research phase, the team studied the market and developed up to five funnel concepts, two of which were put into paid testing. One of them showed sufficiently strong signals to confirm the viability of the Web2App model and move on to the next stage.

After the Technomeleti team developed the mobile product, Latiwara launched full-scale advertising campaigns driving traffic to its web2app funnels. The company has generated over $100,000 in revenue through its partnership with web2wave.

‍

The challenge

Latiwara entered funnel-based acquisition without a ready-made Web2App playbook. The broader team already had significant experience in the psychology and relationship niche, but this presented a new challenge. This expertise needed to be transformed into a scalable user acquisition model through Web2App.

What relationship issues, audiences, and messages will generate sufficient purchasing intent to convert paid traffic into paying customers?

Instead of immediately investing a significant advertising budget into one hypothesis, the team needed a way to quickly test demand and learn from real user behavior. And based on the testing results, scale only those areas that were confirmed by the data.

‍

Checking demand before scaling

One of the first problems the marketing team began to address was helping people get out of toxic relationships. According to statistics and research uncovered by the project team during the market research phase, toxic relationships were among the most common reasons people worldwide seek psychological help.

At first glance, the problem seemed extremely pressing. However, the market revealed otherwise. The cost of ad impressions for this audience was high, and the conversion rate was low. The CPA exceeded the values assumed in the hypothesis, and the projected LTV seemed insufficient for further scaling.

Surveys and user feedback gave the team a key insight: even though they recognized their relationships as toxic, many people didn't want to end them. They preferred to stay together, but they wanted to change the relationship dynamics themselves: eliminate toxicity, restore intimacy, and understand whether a healthy connection could be restored.

After spending less than $500 on testing, the team had enough data to decide not to invest further in the original concept and change their approach to the product. At the same time, the test turned out to be much more valuable than a simple test of one hypothesis: it provided a deeper understanding of what the audience really wants.

Instead of a general request to “get out of a toxic relationship,” a stronger intent manifested itself around specific life situations:

• Restore your relationship after a breakup
• Avoid repeating previous toxic patterns
• Restore emotional and physical intimacy
• Maintain your relationship during a crisis
• Understand whether your relationship has a future
• Restore passion and a sense of connection between partners

This finding helped shift the focus from a broad problem statement to specific high-intent situations in which the user is already actively seeking a solution and is ready to interact with the product.

‍

Finding directions that really resonated with the audience

As testing continued, the team began to build a portfolio of relationship-focused angles. Each direction was considered as a separate acquisition hypothesis with its own advertising message, quiz journey, positioning and offer.

Male audience: Sageo

For the male audience, the team tested areas primarily related to:

• The return of an ex-partner
• Restoring intimacy in long-term relationships

Male AI guru Sageo was created to deal with these problems. The name is derived from the English word “sage”. It reflects the role of the AI advisor: to help a man better understand what is happening in a relationship and make more informed decisions.

Female audience: Mary

For female audiences, the team tested a wider range of topics:

• Searching for a partner for a serious relationship
• Overcoming a crisis in relationships
• Restoration of emotional and physical intimacy
• Understanding whether the relationship has a future
• Bringing back passion in relationships

To address these issues, a female AI persona, Mary, was created. Her name was given by the author of the methodology used, an experienced specialist who has been helping women build healthy relationships for over 18 years and whose personalized assistance has been provided to over 10,000 women.

Instead of a single static Web2App funnel, Latiwara now has the ability to use web2wave as an infrastructure through which new hypotheses can be quickly transformed into measurable user scenarios and tested with real paid traffic.

‍

What makes Sageo and Mary different from other AI chat apps?

Both AI personas work with specialized datasets and are built around a proprietary methodology for understanding user context. Therefore, the product is conceived not as another general-purpose AI chat, but as a highly specialized AI relationship advisor with its own logic for interpreting user situations.

The AI personas are based on Technomeleti's hierarchical memory technology, which helps structure and utilize the long-term context of a conversation. Furthermore, Sageo and Mary underwent additional embedding-based training and retraining using proprietary materials not available online.

These materials incorporate the author's methodology, accumulated practical knowledge, and analyses of numerous real-life customer relationships. As a result, each AI persona has its own perspective on problem solving and a distinct, proprietary approach, shaped by the experience of tens of thousands of user stories.

It is the combination of a specialized methodology, a closed knowledge base, personalized memory, and a dedicated AI persona that allows MyMental AI GURU to provide users with an experience that is distinct from basic, generic models like ChatGPT, Claude, or Gemini.

‍

From validation to full-scale engagement

By the end of the research period, one of the two paid funnels tested provided the team with the signals it needed to continue. Technomeleti then further developed the MyMental AI GURU mobile product, and Latiwara transitioned from testing to full-scale advertising campaigns driving traffic to its web2app funnels.

Further optimization encompassed the entire user journey: acquisition messaging, quiz structure, paywall, and upsell mechanics. At the same time, the strategy was expanded to include English-speaking and Spanish-speaking audiences.

The process became repeatable:

1. Test a new angle
2. Measure real demand
3. Keep what works
4. Improve the funnel
5. Scale

Instead of depending on one “winning” idea, the team now has a system for continuously validating new growth opportunities.

‍

The result: $100K+ and a repeatable acquisition model

Latiwara has generated over $100,000 in revenue by promoting MyMental AI GURU in partnership with web2wave.

The results don't stop with the first transaction. Around 55% of subscribers remain active, refunds account for less than 5% of revenue, and paying users come from more than 40 countries.

Users acquired through Web2App continue to engage with MyMental AI GURU even after conversion. This is an important signal for the team: the acquisition model attracts not only users ready to make their first purchase but also people who find long-term value in the product.

The mobile app plays a distinct role in this model. The ability to continue working with Sageo or Mary within the app increases LTV compared to a scenario in which the user only has access to the web version. Many users continue to use AI advisors even after the acute phase of the crisis has passed. They turn primarily to prevent new problems, analyze relationships, and maintain healthier communication.

What began with two paid test funnels has evolved into a repeatable acquisition process. Today, Latiwara can test a new relationship angle, validate it with real traffic, discard a weak hypothesis early, and scale one that demonstrates proven demand.

For Latiwara, web2wave has become more than just an infrastructure for funnels. This is a way to find out what customers really want before investing serious budget into scaling.

‍

{{rich-quote}}

‍

About the companies

Latiwara OÜ (Estonia)

Latiwara OÜ, in partnership with web2wave (USA), provides access to the web version of the MyMental AI GURU platform for resolving relationship issues. Latiwara is responsible for marketing communications and promotion, enables users to access the product via Visa and Mastercard, and provides user support.

Technomeleti LTD (Cyprus)

Technomeleti LTD is the creator of the MyMental AI GURU mobile app and the product's technology partner. Users can access the mobile app as part of a subscription. Having a mobile app enhances the user experience and increases potential LTV compared to using the web version alone.

Sageo AI acts as an advisor for men, while Mary AI acts as an advisor for women. Many users continue to use the app after the acute phase of a relationship crisis has passed, turning to the AI personalities for help preventing future problems and more consciously working on their relationships.

‍

Want to test your next hypothesis through a Web2App funnel before scaling?

Build and test it with web2wave.