By using Serverless on AWS to scale their infrastructure, the cinch team was able to focus their cognitive load on improving the platform, quickly release new features, and re-build existing ones based on real world customer insight. With their new architecture, cinch was able to pivot their business to the new model in 6 months, increase traffic by 2.5x (6,000 to 16,000 requests per minute), and reduce latency. They went from hundreds of cars sold within days, and grew by a factor of 100x within a few weeks.