Scenario · Fintech
A fintech business had mixed consumer trial activity with institutional partnership leads. We separated those commercial models, built a partner evaluation path and reviewed adoption through the product's approved onboarding process.
15 → 24
25% → 30%
$1,000 → $800
Comparable reporting periods
A fintech business had mixed consumer trial activity with institutional partnership leads.
The work focused on active commercial fintech accounts, qualified-evaluation-to-active conversion, marketing cost per active commercial account. Active meant approved commercial onboarding and a first permitted transaction. Consumer signups, transaction volume and financing outcomes were excluded from this account measure.
Which activity helped active commercial fintech accounts, and what happened at the next decision?
What we did
The priority was active commercial fintech accounts. The team used qualified-evaluation-to-active conversion and marketing cost per active commercial account to assess the next stages, with a clear distinction between activity and accepted outcomes.
We separated those commercial models, built a partner evaluation path and reviewed adoption through the product's approved onboarding process.
The team compared active commercial fintech accounts, qualified-evaluation-to-active conversion, marketing cost per active commercial account across the agreed reporting periods. Active meant approved commercial onboarding and a first permitted transaction. Consumer signups, transaction volume and financing outcomes were excluded from this account measure.
Active commercial fintech accounts moved from 15 to 24. Qualified-evaluation-to-active conversion moved from 25% to 30%. Marketing cost per active commercial account moved from $1,000 to $800.
Active meant approved commercial onboarding and a first permitted transaction. Consumer signups, transaction volume and financing outcomes were excluded from this account measure.
We calculated relative changes from the baseline and comparison values and reported conversion or retention changes in percentage points. We rounded displayed changes to one decimal place where needed. The figures did not establish that marketing caused the outcome.
Measurement window: Two comparable six-month business-account acquisition cohorts.
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