Once this top of funnel strategy is executed, we suggest turning to engagement. Without engagement (read: retention), the top of funnel e昀昀orts are wasted. Retention takes shape in a single 昀椀nancial product and/or by making money social. The reason everyone is launch- ing a debit and credit card right now is because they are such high-engagement (and LTV!) products. Similarly, peer to peer (P2P) payments are high engagement and social, but unfortunately historically have not monetized well. To date, we’ve seen that chances are that if you’ve nailed top of funnel and one of these highly engaging products, you’re probably o昀昀 to a great start. If you start with a product that has lower single-player engagement, making it a social experience has the ability to create network e昀昀ects within the product. For example, a handful of recent companies have shown that stock trading can be inherently social and companies like CommonStock, Public, and Robinhood have all bene昀椀ted greatly from this trend. The combination of social platforms and 昀椀nancial products has created an active and engaged audience for these products. Each of the brands has its own social meaning and a distinct personality, and that has given rise to a die-hard consumer base that has previously only formed a connection reserved for the most iconic brands. Additionally, product features such as sharing, gifting, and the send/receive functions further amplify the network e昀昀ects of the products. engagement vs ltv for key product lines21 Consumer Credit card Debit card BNPL Brokerage Mortgage Auto insurance Auto loan Home insurance Personal loan Remittance P2P 401K Life insurance Student Loan Savings account Business Business CC POS Instant ACH MCA Checkout/processing Payroll Billpay Business checking Business insurance Low 1 2 3 4 5 6 7 8 9 10High LTV Engagement START WITH CUSTOMER ACQUISITION SHARE VISIT PG 15