In this session, PropFuel CEO and Co-Founder Dave Will shares practical strategies for turning static member data into dynamic profiles that actually do something.

You’ll learn how to collect the right data (without overwhelming your members), build trust through two-way interactions, and use insights to unlock true personalization at scale. Whether you’re building journeys manually or with AI, it all starts with better profiles.

Here’s what you’ll take away:

• What makes a profile “super” (and what data actually matters)
• Tips to collect and update member info without friction
• How AI and automation make personalization scalable

Ready to move beyond outdated forms and start building profiles that power real engagement?