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About FinAtoZ

Core Value prop of FinAtoZ

FinAtoZ's core value proposition can be dissected into two key aspects:

1. Goal-Oriented Financial Planning:

• Focus: Helping busy professionals achieve their specific long-term goals (retirement, child education, etc.).
• Value: They simplify the process by providing a personalized financial planning platform.

2. Trustworthy Financial Guidance:

• Challenge: Addressing the prevalence of mis-selling in financial products.
• Solution: Offering unbiased advice from SEBI-certified professionals (CFPs, NISMs).
• Benefit: Ensuring users receive recommendations based on individual needs, not on product commissions.
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Combined Value Proposition:

FinAtoZ empowers busy professionals to confidently achieve their financial goals through personalized planning and unbiased guidance from SEBI-certified experts.

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How do users currently experience that core value prop repeatedly

• Onboarding: Users define long-term goals and receive a personalized plan based on their needs.
• Platform features: Tools for goal tracking, investment management, and personalized financial planning recommendations highlight the goal-oriented approach.
• Financial advisor interaction: SEBI-certified advisors provide unbiased guidance aligned with user goals, emphasizing trustworthiness.
• Educational resources: Content focuses on achieving financial goals through personalized planning and avoiding mis-selling.

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What is the natural frequency of FinAtoZ

The interaction frequency with FinAtoZ will still vary based on user behavior and financial planning needs:

Casual Users:​

• Financial Goals Planning:
  • Percentage with Detailed Plans: 50%
• Adequate Investment to Reach Goals:
  • Percentage Adequately Investing in line with financial plan to meet goals: 30%
• Semi-Annual Review Meeting Attendance:
  • Percentage Attending: 10%

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​Core Users:​

• Financial Goals Planning:
• • Percentage with Detailed Plans: 80%
• Adequate Investment to Reach Goals:
• • Percentage Adequately Investing in line with financial plan to meet goals: 60%
• Semi-Annual Review Meeting Attendance:
• • Percentage Attending: 60%

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Power Users:​

• Financial Goals Planning:
• • Percentage with Detailed Plans: 100%
• Adequate Investment to Reach Goals:
• • Percentage Adequately Investing in line with financial plan to meet goals : 90%
• Semi-Annual Review Meeting Attendance:
• • Percentage Attending: 100%

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​Financial Goals Planning: Tracking users' engagement in defining and refining their financial objectives helps FinAtoZ understand their needs and guide them towards long-term financial security effectively. This metric indicates the extent to which users utilize FinAtoZ's core value proposition of goal-oriented financial planning and rely on the platform to achieve their financial aspirations.

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Adequate Investment to Reach Goals: Monitoring users' commitment to investing through FinAtoZ indicates their trust in the platform to manage their investments toward achieving their financial goals. It also serves as a measure of revenue potential for FinAtoZ, as higher investment levels contribute to increased management fees and potential for additional service uptake.

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Semi-Annual Review Meeting Attendance: High attendance at semi-annual review meetings shows active engagement in financial planning discussions and reflects the seriousness with which users seek value from FinAtoZ advisors. This metric provides opportunities for advisors to deliver personalized advice, review investment strategies, and potentially cross-sell or upsell additional services, thereby maximizing client satisfaction and loyalty while enhancing overall wallet share.

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E&R metrics to make active user

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• Financial Goals Planning Completion:
  • 80 % of financial goals are planned.

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• Adequate Investment to Reach Goals:
  • 70% investments has to be executed through in line of investment planning

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• Semi-Annual Review Meeting Attendance:
  • Attend semi-annual review meetings with FinAtoZ advisors at least 2 times per year.

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Customer segmentation

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• Casual Users:
  • Primary Focus: Moderate emphasis on setting financial goals.
  • Key Values: Value ease of setting goals but prioritize flexibility and simplicity in financial planning tools.
  • Feature Preference: Prefer user-friendly interfaces and basic financial planning guidance. They prioritize convenience and straightforward processes over intensive investment management.
• Core Users:
  • Primary Focus: Strong emphasis on detailed financial planning.
  • Key Values: Value comprehensive financial planning tools and detailed goal tracking.
  • Feature Preference: Prefer robust tools for setting and tracking financial goals, including detailed investment planning capabilities. They prioritize accuracy, customization, and depth in financial analysis.
• Power Users:
  • Primary Focus: Comprehensive and proactive financial management.
  • Key Values: Value proactive investment management and personalized advice.
  • Feature Preference: Prefer advanced analytics, real-time monitoring, and access to SEBI-certified advisors. They prioritize sophisticated investment strategies, continuous monitoring, and regular interaction with financial advisors to optimize financial outcomes.

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Engagement Campaigns

Campaign 1: Casual Users Engagement Campaign

• Segmentation: Casual Users (50% with detailed plans, 30% adequately investing, 10% attending semi-annual meetings)
• Goal of the Campaign: Increase engagement in financial goal planning and platform usage.
• Pitch/Content: "Take Control of Your Financial Future! Simplify your financial goals with personalized planning sessions. Start planning today to secure tomorrow."
• Offer: Free personalized financial planning session with a FinAtoZ advisor (via phone or online).
• Frequency and Timing: Monthly email newsletters with tips on setting and achieving financial goals. Webinars bi-monthly.
• Success Metric: Increase in the number of casual users with updated financial plans by 20% within 3 months.

Campaign 2: Core Users Goal Tracking Campaign

• Segmentation: Core Users (80% with detailed plans, 60% adequately investing, 60% attending semi-annual meetings)
• Goal of the Campaign: Enhance goal tracking and investment commitment.
• Pitch/Content: "Stay on Track to Achieve Your Goals! Utilize our platform's tools to monitor your progress and adjust strategies for financial success."
• Offer: Access to detailed investment progress reports and personalized goal tracking templates.
• Frequency and Timing: Quarterly personalized emails with goal progress updates. Quarterly online workshops.
• Success Metric: Increase in the number of core users achieving 70% or more of their financial goals by 15% within 6 months.

Campaign 3: Power Users Advisory Excellence Campaign

• Segmentation: Power Users (100% with detailed plans, 90% adequately investing, 100% attending semi-annual meetings)
• Goal of the Campaign: Strengthen advisory relationships and maximize platform utilization.
• Pitch/Content: "Optimize Your Wealth Strategy! Partner with our expert advisors for personalized guidance tailored to your financial goals."
• Offer: Quarterly personalized advisory sessions with SEBI-certified advisors.
• Frequency and Timing: Bi-monthly newsletters with market insights. Quarterly personalized advisory check-ins.
• Success Metric: Increase in satisfaction scores from power users regarding advisor interaction by 20% within 3 months.

Campaign 4: New User Onboarding Campaign

• Segmentation: New Users (First 3 months on the platform)
• Goal of the Campaign: Educate and onboard new users to maximize platform features.
• Pitch/Content: "Welcome to Your Financial Hub! Discover how FinAtoZ can simplify your financial journey with personalized planning tools and expert guidance."
• Offer: Free 1-month access to personalized financial planning templates and goal setting tools.
• Frequency and Timing: Weekly onboarding emails for the first month. Monthly webinars for new users.
• Success Metric: Increase in new user engagement metrics (logins, goal setting) by 30% within the first month.

Campaign 5: Seasonal Investment Planning Campaign

• Segmentation: All User Segments (Tailored content for each segment)
• Goal of the Campaign: Promote seasonal investment opportunities and strategies.
• Pitch/Content: "Spring into Smart Investments! Explore seasonal investment trends and strategies to grow your wealth effectively."
• Offer: Limited-time consultations with advisors to discuss seasonal investment strategies.
• Frequency and Timing: Seasonal investment guides and updates (Spring, Summer, Fall, Winter).
• Success Metric: Increase in user engagement with seasonal investment content by 25% compared to previous seasonal campaigns.

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Retention Design

Current Retention and Retention Curve Analysis

1. Current Retention Rate: Suppose FinAtoZ currently has a 12-month retention rate of 60%. This means that 60% of users who sign up for the platform remain active after one year.
2. Retention Curve:
3. • The retention curve typically shows the percentage of users retained over time. Initially, there is a steep decline as some users drop off shortly after signing up. Over time, the curve flattens out as it reaches a stable retention rate.
   • In this hypothetical scenario, the retention curve might flatten out around the 6-month mark, where the platform stabilizes its user base and retains a consistent percentage of users beyond that point.

Understanding Ideal Customer Profile (ICP) for Best Retention

1. Demographics: Users who are professionals aged 25-45, with stable incomes and significant financial goals (like retirement planning or wealth accumulation), tend to have higher retention rates. They value long-term financial planning tools and personalized advice.
2. Behavioral Traits: Users who actively engage with financial planning tools, set and track goals regularly, and attend advisory meetings are likely to have better retention. They see tangible benefits from using FinAtoZ in achieving their financial objectives.

Acquisition Channels Driving Better Retention

1. Organic Search and Referrals: Users acquired through organic search (SEO) and referrals from existing satisfied users tend to have higher retention rates. These users often come already understanding the platform's value proposition and are more likely to engage long-term.
2. Content Marketing: Educational content that attracts users interested in financial planning and investment advice can lead to higher retention. Content-driven acquisition channels ensure that users join with a strong understanding of how FinAtoZ can help them achieve their financial goals.

Features Driving Best Retention

1. Personalized Financial Planning Tools: Users value tools that allow them to create and track personalized financial plans tailored to their goals. Features like goal setting, progress tracking, and investment analysis tools enhance user engagement and retention.
2. Access to SEBI-Certified Advisors: Users who have access to professional advisors for personalized guidance and advisory sessions tend to retain better. They appreciate the expert insights and reassurance gained through these interactions.

Retention Strategy Recommendations

1. Enhance Personalization: Further personalize user experiences based on their financial goals and behaviors using data analytics to suggest relevant content and tools.
2. Continuous Education: Provide ongoing educational resources and updates on market trends to keep users engaged and informed.
3. Feedback Loop: Implement a robust feedback mechanism to understand user needs and pain points, iterating on the platform to improve user satisfaction and retention.
4. Retention Campaigns: Develop targeted campaigns that reinforce the value of ongoing engagement with FinAtoZ, such as exclusive offers for long-term users or personalized anniversary messages highlighting their financial milestones.

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Reasons of Churn

​Reasons for Churn

Voluntary Churn:

1. Better competitor offerings.
2. Change in financial goals or priorities.
3. Perceived lack of value.

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Involuntary Churn:

1. Technical issues or platform stability problems. Wrongly showing the investment values
2. Expecting high returns on investments.
3. Financial advisor not responsive

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Negative Indicators (User Actions)

1. Decreased Financial Goal Updates:
2. • Infrequent updates or neglect in reviewing financial goals.
3. Minimal Investment Activity:
4. • Low or no activity in managing or contributing to investments.
5. Low Interaction with Advisor Recommendations:
6. • Ignoring or not acting upon personalized advice from SEBI-certified advisors.
7. Frequent Support Tickets:
8. • Increased tickets related to platform functionality or technical issues.
9. Delayed or Non-Responsive to Account Notifications:
10. • Ignoring critical notifications regarding updates or compliance issues.
11. Decline in Participation in Educational Content:
12. • Reduced engagement with educational resources or webinars.
13. Uncompleted Profile Updates or Onboarding Steps:
14. • Starting but not finishing essential account setup or profile updates.
15. Negative Feedback in Customer Surveys or Reviews:
16. • Providing critical feedback indicating dissatisfaction.
17. High Churn Probability Scores:
18. • Predictive analytics indicating high likelihood of churn based on user behavior.

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Resurrection Campaigns

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Campaign 1: Inactive Users Resurrection

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Segmentation:

• User Type: Users who have been inactive for 3-6 months.

Pitch/Content:

• Email subject: "We Miss You! Unlock Your Financial Potential with FinAtoZ"
• Content: Highlight the value of personalized financial planning, unbiased advice, and new platform updates.

Offer:

• Personalized financial review session with a SEBI-certified advisor.

Frequency and Timing:

• Send initial email campaign followed by a reminder after 7 days.

Success Metrics:

• Email open rates, click-through rates (CTRs), number of users scheduling advisory sessions.

Campaign 2: Feature Engagement Re-engagement

Segmentation:

• User Type: Users who have used specific features in the past but haven't recently.

Pitch/Content:

• In-app notification: "Discover What's New! Enhance Your Financial Journey with FinAtoZ"
• Content: Highlight new features, improvements, and benefits with user testimonials.

Offer:

• Exclusive access to new tools or feature updates for a limited period.

Frequency and Timing:

• Push notification followed by in-app banner, timed to user's peak activity hours.

Success Metrics:

• Feature adoption rates, increase in feature-specific engagement metrics.

Campaign 3: Competitive Switchers Win-back

Segmentation:

• User Type: Users who recently switched to competitor platforms.

Pitch/Content:

• LinkedIn message: "Considering Your Financial Future? Come Back to FinAtoZ"
• Content: Showcase unique value propositions, personalized services, and success stories.

Offer:

• Discounted advisory session or financial planning review.

Frequency and Timing:

• Initiate contact within 30 days of user activity on competitor platforms.

Success Metrics:

• Conversion rate from outreach messages, number of users scheduling sessions.

Campaign 4: Personalized Goal Revival

Segmentation:

• User Type: Users who started but did not complete goal setting or financial planning.

Pitch/Content:

• SMS: "Finish What You Started! Achieve Your Financial Goals with FinAtoZ"
• Content: Provide step-by-step guidance on setting and achieving financial goals.

Offer:

• Personalized goal-setting session with a financial advisor.

Frequency and Timing:

• Send SMS with a follow-up email 3 days later.

Success Metrics:

• Goal completion rates, engagement with planning tools.

Campaign 5: Educational Content Re-engagement

Segmentation:

• User Type: Users who previously engaged with educational content but have since disengaged.

Pitch/Content:

• Blog post: "Stay Informed! Master Your Finances with FinAtoZ"
• Content: Share valuable insights, tips, and success stories related to financial planning.

Offer:

• Free access to a premium webinar or downloadable financial planning guide.

Frequency and Timing:

• Monthly email newsletter followed by personalized content recommendations in-app.

Success Metrics:

• Click-through rates on educational content, increase in content consumption.

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