Engagement & Retention | Liquide
Product Selected - Liquide
What is Liquide?
Investing can be overwhelming, especially for retail investors who lack expert guidance. That’s where Liquide comes in. It's a SEBI-registered investment advisory platform that simplifies stock market and mutual fund investing with AI-driven insights, expert trade recommendations, and real-time portfolio health checks. Whether you're a beginner or an experienced investor, the Liquide platform helps you make informed, confident decisions—backed by data, not guesswork. With over 3.5 million users and $2 billion in assets analyzed, Liquide redefines how Indians invest.
Liquide's Core Value Proposition
Single Core Value Proposition -
Empowering retail investors with AI-driven, expert-supervised tools and insights to make informed and confident investment decisions in stocks and mutual funds.
Other Value Propositions -
1️: AI-Powered, Expert-Backed Investment Insights
Liquide blends AI-driven analytics with SEBI-registered expertise to provide real-time stock ratings, trade recommendations, and portfolio health checks.
2️: Simplified & Smarter Wealth Management
From instant BUY/SELL alerts to AI-optimized Wealth Baskets, Liquide helps investors make confident, data-backed decisions—without the complexity.
3️: Optimize & Maximize Returns with Actionable Insights
Liquide identifies underperforming stocks and mutual funds, offers tailored diversification strategies, and helps users maximize their portfolio’s potential.
Sub Products of Liquide
💡 Main Product: AI-powered investment advisory platform
📌 Sub-Products:
- Portfolio Health Check & Optimization -
- AI Stock Ratings & Trade Alerts (LiMo AI Assistant)
- Wealth Baskets (AI-Optimized Portfolios)
- Mutual Fund Analytics & Optimization
- Liquide Academy (Investor Education)
- Free and Paid Screeners
- Long Term and Short term Trade Alerts
Liquide is at What Stage?
Liquide is under the Early scaling Stage (It has more than 3.5+ million app downloads, 2 Billion assets powered and 4.8 Star Rating)
Platform's reported metrics provide insight into its user engagement
- App Downloads: Over 3.5 million
- Stock Reports Generated: More than 5 million
- Assets Powered: Exceeding $2 billion
- Average Store Rating: 4.8 out of 5
These figures suggest a high level of user interaction and satisfaction. Additionally, the platform's AI assistant, LiMo, has answered over 20 million queries and served more than 5 million reports, indicating robust user engagement with its AI-driven features.
User Journey in Realizing Core Value Proposition
Here's a typical journey stage-wise on how a Investor will realize the core value proposition of Liquide
Stage | User Goal | Emotions & Pain Points | User Actions | Liquide's Role (Core Value in Action) |
Awareness | Understand investment options & challenges | Overwhelmed by too much financial information & uncertainty | - Searches for stock/mutual fund advice - Seeks portfolio optimization tools - Reads about investing risks | - AI-driven insights provide clear, jargon-free investment guidance - Liquide’s educational content & blogs help users learn |
Consideration | Find a trusted platform for investment decisions | Doubt about whom to trust with their money | - Compares Liquide with other platforms (Dezerv, Univest) - Also follow some Telegram channels - Reads Liquide’s reviews & ratings - Watches demo videos or attends webinars | - SEBI-registered advisory builds trust - Free portfolio health check attracts interest |
Onboarding | Get started with a guided investment experience | Unsure of what’s wrong with their portfolio or where to start | - Signs up on Liquide - Links brokerage account - Runs portfolio health check | - Instant AI-powered portfolio analysis - Personalized recommendations for improvement |
Engagement & Usage | Act on recommendations & track performance | Fear of making wrong investment decisions | - Uses AI-powered BUY/SELL ratings - Invests in Wealth Baskets - Optimizes mutual fund holdings - Subscribes to market alerts & trade signals | - Real-time AI-driven trade insights - Automated trade alerts keep users proactive - Portfolio optimization tools improve diversification |
Growth & Retention | Gain confidence & continue investing smarter | Wants to stay updated with new opportunities | - Sees portfolio performance improve - Attends Liquide Academy sessions to learn advanced strategies - Refers Liquide to friends | - Continuous AI-powered insights keep investments on track - Education platform (Liquide Academy) helps users upskill |
Who is an Active User - With Activation Metrics
Stage | Metric |
|---|---|
Potential Active User (Activation) - The moment users first experience Liquide’s core value. | First Portfolio Health Check Completed within 48 hrs of Signup. |
Active User - Users who take their first meaningful investment step. | Health Check + Investment Action Within 7 Days of Signup |
Recurring Engagement - Users who return for AI insights, trade alerts, and portfolio updates. | Weekly/Monthly Platform Use. |
Here we have to be careful in distinguishing Potential Active User and Active User. As our Core Value proposition is not just Portfolio Health check but taking AI Investment recommendations too.
Estimated Engagement Frequency:
Considering the platform's offerings and industry trends:
- Daily Engagement: Active traders utilizing real-time data, trade ideas, and AI insights may engage multiple times daily.
- Weekly Engagement: Users focusing on portfolio management, mutual fund analysis, and educational content might engage several times a week.
- Monthly Engagement: Long-term investors or those primarily using the platform for periodic portfolio reviews may engage monthly.
Industry benchmarks for financial apps in India indicate strong user engagement trends. Platforms have observed up to a 150% increase in Daily Active Users (DAU) and a 290% rise in Monthly Active Users (MAU), reflecting heightened user interest and retention. A well-performing financial app typically achieves a DAU/MAU ratio of 20-40%, suggesting consistent engagement levels. These benchmarks highlight that platforms offering real-time insights, personalized recommendations, and educational content tend to drive higher engagement.
Natural Frequency For Sub-Products
Sub-Product | Natural Frequency | Reasoning |
|---|---|---|
Market News & Updates | Daily / Multiple Times a Day | Traders and investors need real-time updates for decision-making. |
AI Stock Ratings & Trade Alerts | Daily / Intraday | Short-term traders need real-time insights for buy/sell decisions. |
Liquide Academy | Weekly / Monthly | Learning frequency depends on user expertise and interest. |
Portfolio Health Check | Monthly / Quarterly | Investors track performance periodically to avoid overtrading. |
Wealth Baskets | Quarterly / Annually | Long-term investment strategies require minimal adjustments. |
Mutual Fund Analytics | Quarterly / Half-Yearly | Mutual fund investments are long-term, requiring periodic evaluation. |
- Active traders will engage with AI Stock Ratings, Trade Alerts, and Market News multiple times daily.
- Long-term investors will use Portfolio Health Checks, Wealth Baskets, and Mutual Fund Analytics quarterly or annually.
- New investors will engage with Liquide Academy weekly or monthly to build knowledge.
Best Engagement Framework for Liquide
As per the Core Value Proposition and Nature of the Product - Depth is the Best Engagement Framework that will drive overall retention.
Why Depth?
Depth measures how deeply a user engages with the platform’s core value proposition, rather than just how often they visit (Frequency) or how many features they use (Breadth).
Liquide’s core value is providing AI-powered, expert-backed investment insights to help users make smarter financial decisions. Now an Active user is someone who is not just checking AI recommendations but also taking an investment action. The more investment actions that an active user takes, the better the value proposition is realized.
Depth = { Frequency X Time/Money }
Depth for Liquide = 20 Investment actions X Rs. 10000 (Average Investment size)
Why not Frequency?
Users don’t need to log in daily (Frequency) to see value—but they must engage meaningfully with investment insights and act on them. If frequency is pushed as an engagement, it can increase churn users as high frequency relates to SPAM.
Why not Breadth or New Features?
The New Features or the sub-products like Screener, Wealth Baskets or News will not help directly in the core value proposition. These are more of a good Product hooks that can be used to increase Top of the mind awareness (TOMA)
Why does Behavioral Segmentation (Casual, Core, Power Users) Work Best?
As discussed, Depth is the best Framework for Liquide's Engagement. Our goal is to move users up the engagement ladder by building TOMA (Top of Mind Awareness)
- Convert Casual Users → Core Users (Engagement Focus).
- Keep Core Users → Power Users (Retention Focus).
- Retain Power Users
1️⃣ Casual User (Low Engagement, High Drop-off Risk)
- Behavioral Traits:
- New or infrequent users who haven’t fully experienced Liquide’s core value.
- Tend to consume free insights or AI recommendations but rarely act on them.
- May take occasional investment recommendations but haven’t fully integrated (e.g., broker account not connected).
- Log in occasionally but don’t utilize deeper features like AI recommendations or trade alerts.
- Barriers & Pain Points:
- Trust Issues: Skeptical about the reliability of AI-based recommendations.
- Lack of Urgency: View investing as a non-immediate action.
- Overwhelmed by Complexity: Too many technical terms or steps confuse them; they need simplified, guided experiences.
2️⃣ Core Users (Engaged, Retaining, But Not Deeply Invested)
- Behavioral Traits:
- Regular users who have experienced Liquide’s value multiple times.
- Have connected brokerage accounts and used AI recommendations for investments.
- However, they haven’t fully explored or maximized features like News, Wealth Baskets, or Portfolio Insights.
- Log in frequently (weekly or monthly) mainly to check portfolio updates.
- Barriers & Pain Points:
- Limited Utilization: Use core features but haven’t explored all offerings.
- Need for Confidence: Seek more validation from AI recommendations before making larger investment decisions.
- Desire for Deeper Insights: Want advanced analytics to stay engaged and optimize portfolios.
3️⃣ Power Users (Highly Engaged, High Lifetime Value)
- Behavioral Traits:
- Heavy users who actively integrate Liquide into their investment strategies.
- Trust AI-driven insights and regularly act upon them.
- Likely to refer friends, renew premium services, and contribute to Liquide's revenue growth.
- Engage with multiple sub-products like mutual funds, screeners, and wealth baskets.
- Barriers & Pain Points:
- Customization Needs: Prefer more tailored and personalized AI recommendations.
- Market Sensitivity: High market volatility could influence their engagement and trust levels.
ICP Deep Dive
Parameter | ICP 1 | ICP 2 | ICP 3 |
Type | Ambitious Retail Investor | Growth-Oriented DIY Trader | Passive Wealth Builder |
Name | Priya | Rahul | Suresh |
Age | 22-32 years | 27-38 years | 35-55 years |
Profession | Salaried professionals (IT, Finance, Consulting), Business owners | Techies, Engineers, Freelancers, Small Business Owners | Senior corporate professionals, Doctors, Lawyers, Entrepreneurs |
Income Level | 8-25L+ per annum | 15-35L+ per annum | 15L- 50L+ per annum |
Investment Experience | Beginner to Intermediate | Intermediate to Advanced | Beginner to Moderate |
Investment Style | Invests in stocks & mutual funds but lacks deep market knowledge | Actively trades stocks, occasionally explores F&O, but seeks better strategies | Prefers a hands-off approach, investing in mutual funds and diversified portfolios |
Preferred Investment Horizon | Medium to Long-term (2-5 years) | Short to Medium-term (3 months - 3 years) | Long-term (5+ years) |
Where Do They Spend Most Time? | Finance YouTube channels, Stock Market blogs, LinkedIn, Investment apps like Groww & IND money | Trading platforms (Zerodha, Upstox), Telegram stock groups, Social Media influencers, Market news websites | Wealth management apps, business news sites (Economic Times, Money control), investment newsletters |
Past Experience with Investment | Has been investing for 1-2 years but often feels unsure about decision-making | Actively trades stocks for 1-3 years, has tried F&O but finds it risky. Wants better trade signals | Invests passively in mutual funds, Wealth baskets and traditional savings plans. |
What Influences Their Investment Decisions? | Market trends, expert analysis, recommendations from investment platforms & YouTube influencers | Technical indicators, stock screeners, AI-driven insights, recommendations from Telegram/Discord groups | Portfolio performance, fund manager ratings, wealth advisors, peer recommendations |
What Features Do They Value the Most? | AI-powered stock ratings, portfolio health check, long-term investment recommendations | Real-time trade alerts, AI-driven BUY/SELL insights, market trend analysis | Mutual fund analytics, AI-based portfolio rebalancing, risk-adjusted wealth baskets |
Product Features They Would Use | - AI-Powered Stock Ratings: To simplify stock selection and validate decisions. | - Real-Time Trade Alerts: For timely opportunities. | - Mutual Fund Analytics & Portfolio Rebalancing Tools: For passive portfolio management. |
How it Aligns with Value Sought | - Confidence Building: They often feel unsure, so simplified, AI-driven suggestions will provide reassurance. | - Speed & Accuracy: Quick alerts and AI signals align with their need for real-time, strategic trading.
Technical tools and AI insights offer better decision support, reducing risks. - Control Over Strategy: Customizable watchlists and alerts give them autonomy while enhancing efficiency. | - Mutual Fund Analytics & Portfolio Rebalancing Tools: For passive portfolio management. |
Key Observations
- Trust and Validation: Trust in AI recommendations is a common barrier across segments. Confidence-building through education, testimonials, and sample insights is essential.
- Guided Onboarding for Casual Users: Simplified, guided steps will help reduce overwhelm and convert casual users into core users.
- Feature Utilization Gap: Core users are not fully utilizing advanced features like Wealth Baskets or deeper analytics, which could be a potential upsell opportunity.
- Tailored Experiences for Power Users: Power users seek highly customized insights and are more sensitive to market dynamics. Personalized recommendations and premium features could help retain them.
As our objective is to move Casual user to core and core user to power, we will strategize campaigns by addressing their common pain points.
Engagement Campaigns for Converting Casual User to Core User
Rather than doing generic campaigns, We will focus on campaigns that are addressing Pain points of the Casual user
Pain Point 1 : Trust Issues – Uncertainty About AI Recommendations
What This Means? -
- Users are skeptical about Liquide’s AI-driven insights and unsure if they can trust AI-generated trade signals.
- They might feel more comfortable making manual decisions or relying on human advisors instead of AI.
| Component | Details |
|---|---|
Campaign Pitch | "Not sure if AI investing really works? See real, data-backed results of AI-powered investing—and test it risk-free!" |
What content to include? | 1: Show users how AI-driven stock ratings outperformed manual investing. 2: Show Liquide's historical accuracy and win rate 3: Show them that users can track AI recommendations without actually investing. |
What offer can be included? | Give 3 AI Stock picks, track them for 7 days and see the results |
User Touchpoints | Push Notification + WhatsApp + App Dashboard |
Success metrics | 1: Increase in users testing or tracking free AI recommendations |
Pain Point 2 - Lack of Urgency – They Don’t See Investing as an Immediate Action
What This Means? -
- These users don’t feel the need to act right now.
- They view investing as something to do "eventually" rather than something urgent.
- They might be passive market followers who aren’t in the habit of actively managing their portfolio.
| Component | Details |
|---|---|
Campaign Pitch | "Every day you wait, you're missing out on potential gains. AI investing makes it easy to start today!" |
What content to include? | 1: Show missed opportunity cost (Investing is very time sensitive, any chance lost is equal to profit lost) 2: Limited time AI Picks ( Window open for 24hrs only) 3: FOMO Driven social proof |
What offer can be included? | Time-Sensitive AI Trade Signals – Users get exclusive AI stock picks that expire within 24 hours. |
User Touchpoints | Push Notification + WhatsApp + App Dashboard |
Success metrics | 1: Higher engagement with AI Stocks opened for 24hrs window. |
Pain Point 3 - Overwhelmed by Too Many Technical Details or Actions
What This Means? -
- Users struggle with decision-making because investing feels too complex.
- They might be unsure about how to execute trades, analyze insights, or connect their brokerage account.
- They may consume insights but never take the next step due to information overload.
| Component | Details |
|---|---|
Campaign Pitch | "Investing feels complex? Liquide simplifies it for you—just follow 3 easy steps and start growing your wealth today." |
What content to include? | 1: Step by step guide - Short videos on what to do next without any confusing data 2: One click investing - Select few AI powered stocks and user can approve to invest in 1 tap |
What offer can be included? | 1: Users get a dedicated chatbot or live assistant to help them make their investment decision quicker |
User Touchpoints | Push Notification + WhatsApp + App Dashboard |
Success metrics | 1: Reduction in users dropping off due to technical complexity |
Additional Metrics to Track for Overall Campaign Success
- Engagement Rate: How many users are interacting with the campaigns across push notifications, WhatsApp, and the app dashboard?
- Conversion Rate: How many users are converting from just tracking AI recommendations to actually investing?
- Drop-Off Rate: Are fewer users abandoning the app after these campaigns?
- Referral Rate: Are satisfied users referring the app after experiencing simplified, successful investing?
- Time-to-Invest: Are users taking quicker investment actions post-campaign?
User Journey Visualization Post-Campaign
- Initial Interaction:
- User receives push/WhatsApp about AI recommendations or simplified investment guides.
- First Engagement:
- User clicks and explores the AI recommendations or onboarding guides.
- Testing Phase:
- Casual users begin tracking the free AI stock picks or engage with chatbot guidance.
- Trust Building:
- After observing AI pick performance, they start interacting more actively, using the one-click investment option.
- First Investment Action:
- Users invest after seeing simplified steps, dedicated assistance, or compelling FOMO-driven campaigns.
- Follow-Up Nudges:
- Post-investment, they receive personalized performance updates, nudging them towards deeper engagement.
- Upsell/Retention:
- Once engaged, guide them to explore premium features like Wealth Baskets or deeper AI analytics.
Engagement campaigns for converting Core user to Power user
Pain Point 1 - Uses Core Features but Not All Offerings
What This Means? -
Core users engage with AI insights but haven’t explored other high-value features like News, Wealth Baskets, or AI Assistant. Limited engagement = risk of drop-off.
| Component | Details |
|---|---|
Campaign Pitch | You’ve mastered AI Stock Ratings—Now take it to the next level with Wealth Baskets. |
What content to include? | 1: Personalized feature recommendation - Since you use AI stock ratings, you will love wealth baskets |
What offer can be included? | 7 days free trail offer for Wealth baskets. |
User Touchpoints | Push Notification + WhatsApp + App Dashboard + Email campaigns |
Success metrics | 1: Higher Engagement with Wealth Baskets |
Pain Point 2 - Wants More Confidence in AI Before Making Bigger Investment Decisions
What This Means? - Core Users trust AI but may hesitate to invest larger amounts because they want more proof & reassurance.
| Component | Details |
|---|---|
Campaign Pitch | "See the numbers, track AI’s success, and invest with confidence—Liquide AI has your back!" |
What content to include? | 1: AI Track record reports - Show top AI stock picks performance of last 6 months |
What offer can be included? | Here rather than offer - we need to give tool or insights which can build confidence |
User Touchpoints | Push Notification + WhatsApp + App Dashboard + Email campaigns |
Success metrics | 1: Increase in users making larger investments using AI recommendations 2: Higher engagement with AI validation reports. |
Pain Point 3 - Looking for Deeper Portfolio Analytics
What This Means? - Core users log in regularly but want more advanced insights beyond just stock ratings. Without deeper engagement, they may churn or reduce Liquide usage.
| Component | Details |
|---|---|
Campaign Pitch | Your investments deserve deeper analysis—see beyond stock ratings with AI-powered portfolio intelligence. |
What content to include? | 1: Personalized Detailed Health Report - Highlighting risk levels, diversification and hidden opportunities. |
What offer can be included? | Here rather than offer - we need to give more 1-1 personal attention |
User Touchpoints | Push Notification + WhatsApp + App Dashboard + Email campaigns |
Success metrics | 1: High retention among core users who seek advanced insights 2: More users adopting free insights call with Market experts |
Additional Success Metrics to Track
- Feature Adoption Rate: % increase in users adopting Wealth Baskets, Portfolio Analytics, and other advanced features.
- User Retention: Increase in weekly/monthly login frequency post-campaign.
- Investment Volume: Increase in the amount invested after users access deeper analytics or AI confidence-building content.
- Consultation Conversion Rate: Number of users converting to power users after expert consultations.
- Time Spent in App: Growth in average time spent engaging with new features or analytics.
User Journey Visualization Post-Campaign
- Initial Engagement:
- User receives push notification or WhatsApp about a new feature (e.g., Wealth Baskets, deeper portfolio insights).
- Exploration Phase:
- User clicks and explores the feature or content (AI track record, portfolio reports, testimonials).
- Trust & Confidence Building:
- User engages with AI rationale tools or books a 1-on-1 call for deeper guidance.
- Feature Adoption:
- User trials Wealth Baskets or uses deeper portfolio analytics.
- Investment Action:
- User makes larger, more confident investments based on new insights.
- Personalized Follow-Up:
- Post-action, user receives performance updates, deeper investment suggestions, and follow-ups to drive continued engagement.
- Power User Transition:
- User consistently engages with advanced features, higher investment amounts, and remains active within the platform.
Disclaimer - These numbers are purely guesstimates based on Industry standards and common sense 😬
Understanding Retention for Liquide
Based on Liquide’s business model i.e investment advisory platform with AI insights & tools below are the guessed numbers
| Time Period | No of Users | Estimated Retention Rate | Key Behavior |
|---|---|---|---|
Day 1 (Signup) | 100000 | 60-70% of who have downloaded the app | Users sign up but many don’t engage beyond registration. |
Week 1 (Activation/Active users) | 50000 | 40-50% of Signed up users | Some users complete the Portfolio Health Check + Single Investment action , but many don’t take further action. |
Week 4 (1 Month) | 35000 | 25-35% of Signed up users | Users who invested using AI insights or engaged with alerts stick around, while casual users drop. |
Month 3 | 20000 | 15-20% of Signed up users. | Retention curve flattens—only core users who see value in Liquide’s AI insights remain. |
Month 6-12 | 15000 | 10-15% of signed up users. | Highly engaged users continue using AI trade alerts, Wealth Baskets, and Portfolio Health Checks. |
When & Why Will the Retention Curve Flatten?
🔹 When?
🔹 The retention curve will flatten around 3-4 months—this is when users either:
✅ Find long-term value (using Liquide’s tools regularly) → They stay.
❌ Lose interest (if they don't see immediate returns or get overwhelmed) → They churn.
🔹 Why?
- Investment platforms naturally have a lower long-term retention than entertainment/social apps because users don’t need daily engagement.
- If a user doesn’t make investing a habit within 90 days, they are likely to churn.
- Long-term investors check quarterly, so if Liquide doesn’t re-engage them, they may not return.
Visual Representation of Retention Curve
Insights from the Retention Curve
- Steep Drop in First 4 Weeks (~50% to 60% churn) i.e. Users sign up but don’t engage deeply.
- Early Activation (First 4 Weeks) is Critical – Users who don’t complete their Portfolio Health Check & AI insights are likely to churn.
- Current Retention Rate: ~30-35% by Month 1, flattening at ~15-20% by Month 3-4.
- Retention Stabilizes Around Week 12 (~20%) i.e. Users who find value in AI insights, trade alerts, or portfolio tools stay.
What Channels Drive the Best Retention?
The best retention channels will be the ones that keep users engaged passively and actively without overwhelming them.
| Channel | Retention Impact | Why It Works? |
|---|---|---|
WhatsApp Notifications 📲 | ⭐⭐⭐⭐ | Best for real-time trade alerts & AI insights (since finance users prefer instant updates). |
Push Notifications 📢 | ⭐⭐⭐ | Works for daily engagement nudges, but overuse can cause opt-outs. |
Emails 📩 | ⭐⭐⭐⭐ | Best for weekly/monthly reports & deep insights, (traders & investors read market analysis). |
Telegram Groups 💬 | ⭐⭐⭐⭐⭐ | Social & community engagement keeps users invested (active traders love market discussions). |
App Engagement (In-App Messages) 📱 | ⭐⭐⭐⭐ | Helps with onboarding & feature adoption (especially Portfolio Health Check reminders). |
Webinars & Expert Sessions 🎤 | ⭐⭐⭐ | Educates users on maximizing AI insights, boosting long-term retention. |
Which Sub-Products Drive the Best Retention & Why?
For Investing platforms Retention depends on habit formation—the more frequently a user interacts with an AI feature, the more likely they are to stay.
| Sub-Product | Retention Impact | Why? |
|---|---|---|
AI Stock Ratings & Trade Alerts | ⭐⭐⭐⭐⭐ | Users who actively trade need real-time AI signals, making this the most retentive feature |
Portfolio Health Check & Optimization | ⭐⭐⭐⭐ | Long-term investors return monthly/quarterly to review & optimize. |
Wealth Baskets | ⭐⭐⭐⭐ | Passive investors who use AI-driven portfolios stay longer but don’t engage daily. |
Mutual Fund Analytics & Optimization | ⭐⭐⭐ | Quarterly users return to rebalance their investments (not high frequency but high retention). |
Market News | ⭐⭐⭐⭐⭐ | High-frequency users engage daily for updates (best for core/power users). |
Liquide Academy | ⭐⭐ | Helps convert casual users but doesn’t drive long-term retention unless linked to trading actions. |
Who is a Churned User for Liquide?
A Investor who used to see AI recommendation and took investment actions is no longer doing the same.
Let's take a look at visual representation of actual churned users (Note that these are guesstimates)
From the above image we can conclude that we have around 15000 users {Subset of active users} who are actually churned.
We can also conclude that we have around 10000 users who are at the risk of churn (As they are not actively engaged with the app)
Types of Churn
Let's Estimate that Out of 15000 Churned Users - 10000 are churned due to Voluntary reasons and 5000 are due to Involuntary reasons
So We can actually get back up to 10000 users.
Opportunity Vs Risk Analysis for Churned Users
| Type of Churned User | Worth Targeting? | Why? |
|---|---|---|
Users who invested frequently before churning | ✅ Yes | They had a strong habit of investing—high chance of return with the right re-engagement. |
Users who left due to missing features (now improved) | ✅ Yes | If a major requested feature is now live, they might return. |
Users who left because of temporary market fear | ⚠️ Maybe | Market downturns recover—some users may return if given a compelling reason. |
Users who switched to competitors | ⚠️ Maybe | Only worth targeting if Liquide offers something new that competitors lack. |
Users who never fully engaged before churning | ❌ No | If they never took meaningful action, they are unlikely to return. |
Users who lost trust in AI investing | ❌ No | Hard to convince skeptical users once trust is lost. |
Users At the Risk of Churn
Let's assume that for healthy engagement a Active user has to at least take 8 to 10 Investment actions on the app within a quarter of onboarding, but they have not done that yet - then can be bucketed under the risk of churn.
Why my primary focus in on At Risk users for Resurrection Campaigns and Not actual churned users.
1: They haven’t completely disengaged yet – They still have some level of awareness and familiarity with Liquide.
2: They are easier to bring back – Since they haven’t fully churned, it takes less effort to re-engage them compared to a user who has completely left.
3: They still have intent but need nudging – They might be losing confidence, not using features, or feeling disconnected from AI insights.
📢 Campaign 1: "We Noticed a Gap – Let’s Get You Back on Track!"
Addresses: Drop in Login Frequency (Daily → Weekly/Monthly)
| Component | Details |
|---|---|
Segmentation | Users who previously logged in daily but now log in only weekly or monthly. |
Pitch (Core Message) | "Your investments deserve attention—Let AI make it easy! See what’s changed in your portfolio." |
Content Approach | 1: Personalized "You Haven’t Checked In" Reminder with AI’s latest insights. 2: Highlight missed AI alerts & investment opportunities. 3: Show What’s New Since You Last Logged In" feature updates. |
What offer to give | Exclusive AI-generated trade insights for reactivated users. |
Frequency & Timing | Trigger: After 14 days of inactivity. Channel: Push, WhatsApp, Email. Follow-up if no response after 7 days. |
Rationale for Components | 1: Immediate Relevance: Focus on what the user has missed. |
Success Metrics | 1: Increase in login frequency. 2: More users checking AI insights & interacting with dashboards. |
📢 Campaign 2: "Your Portfolio Needs a Health Check – AI Has Insights for You!"
Addresses: Portfolio Health-Check Not Repeated
| Component | Details |
|---|---|
Segmentation | Users who ran a portfolio health check once but never repeated it. |
Pitch (Core Message) | "Your portfolio evolves—AI helps keep it optimized! Run your next Portfolio Health Check now." |
Content Approach | 1: Showcase how their portfolio has changed since their last health check. 2: Highlight potential risks & missed opportunities 3: Offer one-click access to re-run their health check. |
What offer to give | Free AI Optimization Report for users who re-run their health check. Unlock a risk-reduction strategy based on AI insights. |
Frequency & Timing | Trigger: If no health check after 60 days Channel: Email, Push, WhatsApp. Follow-up in 7 days with a case study. |
Rationale for Components | - Personal Relevance: Show how their investments have changed. |
Success Metrics | 1: Increase in repeat portfolio health checks. 2: More users optimizing their investments using AI. |
📢 Campaign 3: "Your AI Connection is Broken – Let’s Fix It!"
Addresses: Disconnected Broker Account
| Component | Details |
|---|---|
Segmentation | Users who had connected their brokerage but later disconnected it. |
Pitch (Core Message) | "To get AI-powered investment recommendations, you need an active broker connection—Reconnect now in 1 tap!" |
Content Approach | 1: Explain why broker connection is essential for personalized AI insights. 2: Provide easy, step-by-step reactivation instructions. |
What offer to give | Access to a "Pro AI Trade Signal" after reactivation. |
Frequency & Timing | Trigger: 5 days after disconnection. Channel: Email, Push, In-App Pop-Up. Follow-up in 10 days if no action taken. |
Rationale for Components | - Ease of Action: Step-by-step instructions reduce friction. |
Success Metrics | Increase in brokerage account reconnections. |
📢 Campaign 4: "Your AI-Picked Stocks Need Your Attention!"
Addresses: Low Engagement on AI Insights & Trade Alerts
| Component | Details |
|---|---|
Segmentation | Users who receive AI trade alerts but don’t take action. |
Pitch (Core Message) | "AI just found a high-confidence trade opportunity—don’t miss out!" |
Content Approach | 1: Highlight missed AI stock picks & their real performance. 2: Showcase users who followed AI trade alerts & saw better returns. |
What offer to give | 1: "Try AI Trade Risk-Free" Mode – Users can track AI stock picks without investing real money first. 2: Bonus AI Stock Pick for users who take action within 48 hours. |
Frequency & Timing | Trigger: If no action on AI alerts for 14 days. Channel: Push, WhatsApp, Email. Follow-up with "Missed Opportunities Report" in 7 days. |
Rationale for Components | - Fear of Missing Out: Highlighting missed gains can trigger action. |
Success Metrics | Increase in trade alerts acted upon. More users executing AI-backed trades. |
📢 Campaign 5: "Turn Your Notifications Back On – Stay Ahead of the Market!"
Addresses: Disabled Notifications / Unsubscribed from Channels
| Component | Details |
|---|---|
Segmentation | Users who turned off push notifications or unsubscribed from trade alerts. |
Pitch (Core Message) | "We only send high-value insights—Reactivate notifications & stay ahead of the market." |
Content Approach | 1: Educate users on how personalized AI alerts work (not spam). 2: Allow customizable notification preferences (daily, weekly, only critical alerts). |
Offer / Incentive | 1: "Smart Alert Mode" – Users choose only the most relevant notifications to receive. 2: Personalized Market Update Digest for users who re-enable alerts. |
Frequency & Timing | Trigger: If notifications are off for 10+ days. Channel: Email, In-App Message. Follow-up in 7 days |
Rationale for Components | - Personalization: Giving control over alerts increases the likelihood of re-enablement. |
Success Metrics | Increase in re-enabled notifications. |
How Campaign Components Drive Outcomes
- Stage-Specific Personalization: Each campaign directly addresses the level of user churn and tailors the messaging to their stage.
- Ease of Re-Engagement: One-click actions, simple steps, and risk-free offers reduce friction for inactive users.
- Emotional Drivers: Utilizing FOMO, personalized value, and performance proof appeals to both logic and emotion.
- Channel Optimization: Using multi-channel strategies (Push, WhatsApp, Email, In-App) ensures the message is delivered effectively.
Liquide Team after successfully doing the above recommended campaigns to get back At Risk Users 😬😂
That's All GX Fam
Thank You for your time 👍
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