Rubeus: Powering smarter student journeys and higher enrollment conversions with omnichannel engagement
30%
applicant-to-enrollment conversion rates achieved by their customers
2x
higher recurring revenue from clients using the joint solution
80%+
enrollment growth for key institutions
CHALLENGE
Bridging fragmented communication to meet rising student expectations
Rubeus is a specialized CRM platform provider for higher education institutions in Brazil. As the number of institutions and online programs continues to grow, universities face increasing pressure to attract, engage, and convert prospective students while delivering seamless, personalized experiences across every touchpoint.
At the same time, CRM platforms in the region must navigate high operational costs, legacy infrastructure limitations, and strict compliance requirements—including Brazil’s General Data Protection Law (LGPD), WhatsApp Business policies, and complex opt-in consent workflows—which add significant regulatory overhead, alongside the need to scale during peak enrollment periods.
As WhatsApp Business became the dominant communication channel in Brazil, institutions needed a way to bring these conversations directly into their CRM workflows. However, most solutions in the market struggled to deliver the reliability, scalability, and support needed to make this work at scale.
As a result, Rubeus’ clients were managing WhatsApp interactions manually and outside their CRM systems, creating inefficiencies, limiting visibility, and negatively impacting both conversion and retention.
To continue delivering value as a strategic partner, Rubeus needed a reliable, scalable solution that could unify communication, automate workflows, and unlock growth for both their clients and their own business.
First of all, client satisfaction is our primary goal. But when it comes to measuring business impact, we focus on the number of enrollments. We track how many conversations are initiated after sending mass messages, and how many of those interactions ultimately result in student enrollments.
Matheus Amaral
Co-Founder and CPO at Rubeus
SOLUTION
Unifying data, channels, and automation with AI-powered customer experiences
To address these challenges, Rubeus partnered with Infobip to integrate a fully omnichannel communication layer into its CRM powered by AgentOS, Infobip’s agentic CX platform.
By embedding Infobip’s communication infrastructure directly into its CRM, Rubeus significantly enhanced its platform capabilities—adding enterprise-grade messaging, scalability, and automation without the need to build or maintain this layer in-house. This allowed Rubeus to evolve from a data-centric CRM into a fully engagement-enabled platform, capable of orchestrating end-to-end student journeys.
Through AgentOS, Rubeus orchestrated Infobip’s capabilities across:
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WhatsApp and SMS extend this orchestration across the full student journey, from acquisition to retention. WhatsApp powers real-time engagement across marketing, support, and collections, while SMS ensures critical updates and campaign messages are delivered at the right moment.
This unified ecosystem allows educational institutions to centralize student interactions, automate key workflows, and maintain continuity between human and automated engagement.
Every touchpoint—from automated WhatsApp Flows to live sales team interactions—is seamlessly orchestrated through Infobip’s agentic CX platform, AgentOS, which unifies Chatbot Building Platform, CDP, and Cloud Contact Center, all integrated with the Rubeus data platform.
How the solution works in practice:
- Conversation initiation: prospective students connect via WhatsApp chatbots to inquire about programs, applications, or support.
- Real-time data integration: the chatbot retrieves or creates user profiles through Rubeus’ CRM and Infobip’s CDP, ensuring every interaction is contextualized.
- Personalized engagement: responses are tailored based on user data, with all interactions automatically logged to maintain a complete history.
- Seamless escalation: complex queries are transferred to human agents through Infobip’s Cloud Contact Center, ensuring efficiency without sacrificing the student experience.
- Automated journey orchestration: critical touchpoints—such as admission approvals—trigger automated SMS messages with direct enrollment links.
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This approach enables institutions to deliver highly personalized, data-driven experiences while automating repetitive processes and improving operational efficiency.
By combining Infobip’s advanced Chatbot Building Platform and Cloud Contact Center with Rubeus’ data platform, we’re not just streamlining processes—we’re creating a completely new experience for students. This personalized communication makes all the difference in student satisfaction and retention.
Matheus Amaral
Co-Founder and CPO at Rubeus
A partnership built on collaboration
Infobip worked closely with Rubeus throughout implementation, adapting to their technical ecosystem and ensuring seamless integration with legacy systems.
Working with Infobip has been highly productive and rewarding. Beyond our operational synergy, we feel our contributions are truly heard, and the constant evolution of their solutions is evident. Seeing new feature releases inspired by our shared experiences is incredibly gratifying.
Renan Lopes
Omnichannel Coordinator at Rubeus
The result is a unified tech stack that empowers institutions to evolve their CRM strategies and deliver consistent, high-quality engagement across the student lifecycle.
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RESULTS
Driving measurable growth across enrollment, revenue, and engagement
Rubeus and Infobip’s partnership has delivered strong, measurable outcomes across the education sector.
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Key results:
- Applicant-to-enrollment conversion rates increased from ~20% to over 30%
- 2x higher recurring revenue for Rubeus — achieved through Infobip’s integrated omnichannel capabilities
- Improved operational efficiency through automation and centralized communication
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By connecting data, channels, and workflows, institutions can scale their operations while delivering more relevant and timely interactions.
A standout example is Centro Universitário Celso Lisboa, a higher education institution in Rio de Janeiro. After migrating to the Rubeus and Infobip solution, the institution replaced disconnected systems and manual processes with a fully integrated, data-driven operation—connecting every touchpoint across the student journey, from WhatsApp interactions to live agent support.
Results achieved:
- 15% reduction in Customer Acquisition Cost (CAC)
- 80%+ growth in enrollment volume
- Student base scaled from 9,000 to 27,000 in just 18 months
This transformation highlights the impact of combining a centralized data platform with Infobip’s omnichannel communication and automation capabilities, allowing Rubeus to scale and expand with ease without heavy engineering effort, all backed by its global communication infrastructure, 20+ years of experience, and recognized CPaaS leadership.
Looking ahead: scaling AI-driven student engagement
Rubeus and Infobip continue to expand their partnership, with plans to integrate additional channels such as Email and RCS into their workflows.
With Infobip’s AI-first approach and AgentOS, the partnership is focused on unlocking new levels of automation, personalization, and scalability by helping educational institutions redefine how they attract, engage, and retain students, turning every student interaction into a more connected, intelligent, and meaningful experience.
COMPANY PROFILE
Rubeus is a leading Independent Software Vendor (ISV) in Brazil, specializing in projects that require complex, high-touch integrations. With extensive experience in the education sector, Rubeus focuses on optimizing customer acquisition, customer service, and customer success through a CRM that centralizes the entire customer journey. With over a decade of expertise in the Brazilian education market, a nearly four-year partnership with Infobip, and more than 30 joint implementations, Rubeus is a trusted partner for institutions looking to strengthen their customer engagement strategies.