The Mogo lifecycle rebuild

Activation was hovering around 24%, so lifecycle email was the natural place to begin investigating.

Engagement was healthy, though, which encouraged us to look at what customers experienced after the click. Following the product path, the web experience and the lifecycle program were running as two separate tracks: users were dropping off inside the product before the emails had a chance to land. The lifecycle was timed to a behaviour that wasn’t happening yet.

That reframed the work. Activation wasn’t an email problem, it was a web and lifecycle alignment problem, and everything downstream followed from that.

Rebuild the lifecycle around the actual product activation event instead of a time-based email sequence. That meant rebuilding the web experience in parallel, instrumenting the real behavioural triggers, and treating lifecycle as an extension of the product rather than a marketing layer on top of it.

It wasn’t a campaign brief. It was an architectural decision about how lifecycle and product relate to each other.

Activation rate — bank-connection rate, specifically. Not open rate and not click rate, since those were already healthy, which was the confusing part. If activation moved, the read was right.

I tracked 7-day drop-off as the inverse. Both numbers had to move together, or the intervention was noise.

Rebuilt the onboarding web experience, added behavioural event tracking for real product actions, and rebuilt the lifecycle in Braze around those events instead of time delays, with segmented journeys for activated and not-yet-activated users on distinct messaging and timing logic.

Product and Engineering instrumented the activation event with me, and Data helped shape the measurement framework. The Braze rebuild took six weeks, and the numbers moved inside two months of launch.