Where and When: Premium Web Experience, 2013
Relevant Metric: Premium client retention
Result: Increased average paying customer lifespan
Despite being the go-to tool for Learnvest clients to track their finances, Learnvest's "Money Center" had a problem. For a variety of historical and technical reasons, it contained no references to the personalized financial advice at the heart of the premium product offering - a noticeable gap.
The “Progress Board” project was a first step toward closing that gap, incorporating information previously available only in a PDF plan while also helping to fork a “premium” level of software to encourage upsell and retain premium clients by making that software provide real value toward achieving against that plan.
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