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Mavu
The matching problem. And how better user context solves it.
The Challenge
Every platform that matches people to something faces the same problem at the start.
A new user signs up with no history, no behaviour, no track record. And you have to make a consequential decision about them right now.
Dating apps. Hiring platforms. Logistics. Marketplaces. The category does not matter. The problem is universal. Get the match wrong and they churn before you ever learn anything useful about them.
There are over 400 million gig workers globally. They move fast, work across platforms, and bring a wealth of experience that never makes it into a platform profile. The default solution is to ask users to fill out a form. The data is thin and the completion rates are worse.
Mavu, a platform matching global workers to AI training tasks, wanted a better answer.
The Solution
Mavu integrated Context Gateway so new users could share context they already had. Real signals from across their digital lives: work history, behavioural patterns, skills attested through actual activity rather than self-report.
One permission event. The user controls what they share. Mavu gets a real profile before a single task is assigned.
The Result
After integrating Context Gateway, Mavu saw a 34% improvement in first-task completion rates among new workers. Early churn dropped by 28% in the first 30 days. Workers who onboarded through Context Gateway were matched to suitable tasks three times faster than those who went through standard onboarding.
The quality of AI training output improved measurably. The feedback loop that makes matching smarter over time started from a much higher baseline.
Why It Matters
User context is the variable that determines how well you match. The more you know about a user from the start, the better every decision you make about them.
That context already exists. Your users have rich digital lives full of signals that reveal who they are, what they are good at, and what they are looking for. Most platforms never access it because they rely on what users type into a form.
Context Gateway gives platforms a direct, consented route to that signal from session one. Better context from day one means better matching from day one.
Getting the right task to the right worker from day one changes everything about how a platform performs. Context Gateway gave us the signal we needed to do that.
Angelo Paolo Kalaw, CEO, Mavu