Growth methodology

Activation

Activation turns acquisition spend into value. The work begins with understanding why new users stall, then removes friction through targeted marketing and product improvements.

~9%increase in new-user activation rate
~83%reduction in CAC through improved activation

Growth is more than acquisition. Since activation directly changes the value realised from each acquired user, the first step was a comprehensive survey of inactive users to uncover the real barriers to action.

Survey results on activation barriers — Survey used to identify the reasons inactive users were not progressing.

Marketing approach

Insights from the survey revealed which barriers could be addressed through communication. Users were segmented at the activation stage, then given messages and journeys that matched the action needed—such as completing KYC or making an initial deposit.

Activation audience segments — Segments used to tailor activation communication.

Automated activation journeys — Automated journeys designed to nudge specific activation actions.

Product approach

When the blocker was product-related, research became actionable onboarding recommendations. Close collaboration with the product team made sure these changes supported the wider growth goal while creating a clearer, lower-friction user experience.

Product onboarding improvement recommendations — Product recommendations developed to improve the onboarding experience.

Where are new users getting stuck?

Let's use evidence to turn onboarding friction into momentum.

Start a conversation