2025
Turning intent into action for new Addi users.
Data
Research
UX
UI
The insight: Login ≠ Preapproval
50% of new app downloads come from users trying to log in, not request credit. But a quarter of them hit a wall, receiving an error because their phone number isn't registered with Addi. These users aren’t ready to request a preapproval, but they do want to start a relationship with Addi.
This unmet need presented an opportunity: allow users to log in and create an account without needing to activate a credit line. By doing so, we could build trust, lower entry barriers, and set them up to engage when they’re ready.
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The Challenge
The existing flow only activated 3.5% of prospects and excluded low-intent users. We needed a simpler, more inclusive path that encouraged future engagement.
The Approach
We launched a native in-app account creation flow decoupled from credit request. Users now get tailored home screens based on their behavior and cohort.
Action based on user behavior.
What We Measured
New account creation bumped weekly active users by over 31K in the first week. Projected WAU growth reached up to 81K within the first three months.
Outcomes
User activation increased by 250% and WAU grew 10% in 90 days. 70% of new accounts progressed to the preapproval application flow.
User activation
+250%
WAU
+10%
PAP application
70%
© 2025 Diego Luque. All rights reserved.
Account Creation & PAP.
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