We rebuilt payments and discovery, increasing payments per user from 1.3 to 2.9 and lifting activation by 3-5% in spite of tightening compliance constraints.
Our activation rate dropped as acquisition spend scaled. Fix the leaky funnel.
The checkout experience felt frankensteined. Users were bouncing between KYC, partnership promos, and we were conditioning them to care too much about the fee upfront.
Time to first AHA moment
The success screen felt anti-climactic. The functional goal: ease the immediate user anxiety that my bill is actually going to be paid on time. By highlighting the exact rewards earned and adding a branded Chexy piggy-bank animation, a basic confirmation screen transformed into a definitive sense of completion.
What about dropoff?
Moving the identify verification into account creation enables 66% of users to pass the stage with no further action. Reducing KYC drop off 11% → 2% drop off. For those who did drop off, a guided step of next steps met them.
Anytime a user is required to gather information, they drop-off
Bill upload and email forwarding automatically pulls this information for them. Driving a 25% activation rate.
From 1.3 payments to 2.9
A full-page search experience increasing discoverability of bills that can be paid using Chexy. This drove a 45-50% same-day activation spike during tax season, directly correlating with users immediately setting up a second utility payment.