Turning sign-ups into fully activated users
I worked on the Grow squad at Cleo, focused on getting more people to the app properly. My job was making sure users who weren't just after a quick cash advance still had a smooth, motivating experience getting started.
Intro
We noticed people were dropping off at two key moments: signing up and connecting their bank account. So I helped rethink how we tracked this, moving our measurement point earlier in the journey so we could catch problems sooner and see the full picture more clearly.
Challenge
The big issue was that non-EWA (earned wage access) users just weren't as motivated to connect their bank — they weren't in a rush like people needing a cash advance.
New users also struggled more than returning ones, since linking a bank account through Plaid was unfamiliar to them. On top of that, people told us they were worried about security or couldn't find their bank listed.
Solution
I tried a few different things to fix this: cutting out unnecessary steps, making the bank-linking process feel easier and quicker, showing people the value of connecting their bank before asking them to do it, and adding reassuring info about security along the way.
I kept testing and tweaking, including adding a bit of fun with progress check-ins.
Results
It worked. We saw bank connections go up, people staying longer, and it cost us less to bring in each user. Non-EWA bank connections jumped from about 63% to 79%, and engagement numbers beat our targets too — proof that small, thoughtful changes can make a real difference.
- +8.4% CVR
- Increase in bank connect rate — turning more sign-ups into fully activated users
- +$2.24 LTV
- LTV boost per user over 24 months — driven by better activation, not just acquisition
- 62.6% → 79.3%
- Non-EWA bank connect rate — nearly closing the gap with our core EWA audience
