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
Forbes 50 Fintech list in 2020
Forbes 50 Fintech list in 2020
Finovate Award for Best Digital Bank
Finovate Award for Best Digital Bank
Finovate Award for Best Digital Bank
Benzinga Fintech Awards - Innovation in Personal Finance
Benzinga Fintech Awards - Innovation in Personal Finance
Benzinga Fintech Awards - Innovation in Personal Finance
Webby Awards 2019
Webby Awards 2019
Webby Awards 2019
Aite Group Best Digital Wealth Management Multiproduct Offering
Aite Group Best Digital Wealth Management Multiproduct Offering
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.
