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Lumen · Brello B2B2C integration
B2B2C launched
Lumen × Brello: a B2B2C integration that turned the user base into a launch channel
The challenge
Lumen wanted to offer a partner's GLP-1 program (with Brello) to its own users — a B2B2C motion where the hardest problems aren't technical: a regulated health offer has to inherit Lumen's credibility without borrowing it falsely, and the member experience has to feel like Lumen extending value, not selling its audience.
The approach
Platform integration: Brello's program wired into Lumen's ecosystem so members move from Lumen to the partner offer without a cold handoff.
Trust transfer done explicitly: third-party proof (Trustpilot) leads the page, and the medical reality — prescribed by licensed physicians when appropriate — is stated in plain language up front.
Member-first offer architecture: special pricing for Lumen users, positioned as a membership benefit — the install base treated as the launch audience, not an email list.
Conversion discipline on the surface: one clear "Join today" action and a real, deadline-backed countdown — urgency that's true, not theatrical.
The result
The Brello partnership launched as a working B2B2C channel: a partner offer live on Lumen's audience through an integrated, conversion-built experience — a new revenue motion built on the existing user base.
The takeaway
In B2B2C, the conversion asset is trust transfer. The host brand's credibility has to be earned onto the partner offer — proof first, honesty up front, membership value visible.
Your turn
Same method. Your funnel.
The audit finds your version of these leaks — priced in recoverable revenue, with the test plan attached.