Insights

• Achievement-based prompts significantly increased engagement:

  • 12% clickthrough vs. 6.5% baseline.

  • Higher re-deposit rate (42.18%) and faster follow-up actions.

• Small nudges like framing success or offering planning tools helped overcome inertia.

• Results demonstrated that behavioral science can help improve digital financial behaviors at scale.

Methods + Approach

• A large-scale A/B experiment was conducted with 2 million users.

• Two behavioral interventions were designed and tested:

  • Achievement framing via milestone notifications.

  • Soft commitments by prompting users to schedule future deposits.

• Users were randomly assigned to control (no message) or treatment (behavioral prompt) groups.

Primary Skills Applied: Hypothesis Testing | Project Management | Stakeholder Management | Statistical Analysis | Data Cleaning | Literature Review

Problem

Despite offering a simple tool for saving and investing, many users were not consistently reinvesting in their savings goals. Driving repeat contributions is critical to long-term customer financial well-being and to the sustainability of this business. The challenge was to increase the recurrence of contributions within their flagship savings account feature.

Potential Applications

• Use personalized milestone messages to trigger action.

• Embed commitment devices (like deposit scheduling) in success screens or follow-up flows.

• Test similar nudges across other financial behaviors (e.g., debt repayment, bill savings).

Limitations

• Gains were statistically significant but small in magnitude.

• Notification fatigue or timing mismatches may reduce impact.

• Treatment focused on behavior initiation but not long-term retention.

• External generalizability may be limited to digital-native populations or regions.

Tools Used: R