Autoinvest & Thematic Investing Feature

How Moneylion launched Auto & Thematic Investing resulting in 129% increase in Customer Growth

Fintech

Project Management

UI/UX Design

Strategy

DAILY ACTIVE USERS / WEEKLY ACTIVE USERS

3M / 6M

ANNUAL RECURRING
REVENUE

$100M*

PRODUCT
GROWTH

129%

AVERAGE DEPOSIT INCREASE

20%

Forbes 50 Fintech list in 2020

Finovate Award for Best Digital Bank

Benzinga Fintech Awards - Innovation in Personal Finance

Webby Awards 2019

Aite Group Best Digital Wealth Management Multiproduct Offering

⭐ About Moneylion

MoneyLion, a digital financial services platform, has seen user growth over recent years, particularly since its public listing in 2021. However, MoneyLion has focused on member engagement by expanding services like credit building, investing, and banking, which has generally contributed to increased active use of its mobile app and services in recent years. The company positions itself as a "fintech ecosystem," meaning its offerings integrate deeply with user financial journeys, which tends to drive higher engagement among active users.

🚧 Project History

🚧 Project History

Moneylion came to AD:60 with a unique problem - they wanted to grow their feature offerings to increase user deposits. They also wanted to attract and retain a younger consumer base to invest more, generally increase their activity on the app.

Moneylion came to AD:60 with a unique problem - they wanted to grow their feature offerings to increase user deposits. They also wanted to attract and retain a younger consumer base to invest more, generally increase their activity on the app.

💡 Hypothesis

💡 Hypothesis

The team at AD:60 performed significant Quantitative and Qualitative analysis on the key demographic Moneylion was targeting. We learned a few things:

1. Gen-Z & Millennials are socially conscious and want to make investing decisions that drive impact for social change or innovation.
2. Users get busy and have short attention spans - this may limit investing activity on the app - autodeposit + autoinvest are great ways to retain deposits via set-it-&-forget-it methods.
3. Users have different risk appetites - and want to allocate their portfolio based on this.

The team at AD:60 performed significant Quantitative and Qualitative analysis on the key demographic Moneylion was targeting. We learned a few things:

1. Gen-Z & Millennials are socially conscious and want to make investing decisions that drive impact for social change or innovation.
2. Users get busy and have short attention spans - this may limit investing activity on the app - autodeposit + autoinvest are great ways to retain deposits via set-it-&-forget-it methods.
3. Users have different risk appetites - and want to allocate their portfolio based on this.

💡 Idea Conception

💡 Idea Conception

Upon evaluating the data, there were 3 key features that were identified to be launched as MVP’s to test on the platform:

1. Risk Profile: Investors could bucket themselves within 5 core tiers on the platform: Conservative, Moderately Conservative, Moderate, Moderately Aggressive and Aggressive. The main difference in these tiers is conservative portfolios are more focused on a stable ETF & Bond strategy, with lower weighting to stocks, while Moderate to Aggressive portfolios are weighted to high growth stocks. You can change your risk tolerance at any time.

Upon evaluating the data, there were 3 key features that were identified to be launched as MVP’s to test on the platform:

1. Risk Profile: Investors could bucket themselves within 5 core tiers on the platform: Conservative, Moderately Conservative, Moderate, Moderately Aggressive and Aggressive. The main difference in these tiers is conservative portfolios are more focused on a stable ETF & Bond strategy, with lower weighting to stocks, while Moderate to Aggressive portfolios are weighted to high growth stocks. You can change your risk tolerance at any time.

2. Autoinvest: Users have the ability to allocate a monthly amount to their investment account, set it and forget it. This amount is allocated to ETFs, Bonds & Stocks based on your chosen Risk Profile or to stocks you’ve handpicked on the platform.

3. Thematic Investing: Users can tailor their investment portfolios to include stocks that have impact in specific areas. Whether it’s investing in companies that are better for the environment and adopting clean climate tech, future innovation disruptors (in AI, Cloud Computing or Cyber Security) - you can invest in your pick!

2. Autoinvest: Users have the ability to allocate a monthly amount to their investment account, set it and forget it. This amount is allocated to ETFs, Bonds & Stocks based on your chosen Risk Profile or to stocks you’ve handpicked on the platform.

3. Thematic Investing: Users can tailor their investment portfolios to include stocks that have impact in specific areas. Whether it’s investing in companies that are better for the environment and adopting clean climate tech, future innovation disruptors (in AI, Cloud Computing or Cyber Security) - you can invest in your pick!

💖 User Adoption

💖 User Adoption

Upon launch of these additional features, Moneylion experienced extreme growth and increase in DAUs, WAU’s and MAU’s. Moneylion was also able to capture more Gen-Z users, a significant increase from their previous engagement with this demographic - which was a huge win for the platform! As any other investing / neobank platform was experiencing tailwinds with rife competition in this space, Moneylion has managed to be a worthy competitor and is able to stand out against the noise (in the world of Robinhoods, Stash and Acorns).

Upon launch of these additional features, Moneylion experienced extreme growth and increase in DAUs, WAU’s and MAU’s. Moneylion was also able to capture more Gen-Z users, a significant increase from their previous engagement with this demographic - which was a huge win for the platform! As any other investing / neobank platform was experiencing tailwinds with rife competition in this space, Moneylion has managed to be a worthy competitor and is able to stand out against the noise (in the world of Robinhoods, Stash and Acorns).