Acquire
Activate
Engage
Primary goal
Grow your customer base
Turn inactivity into sustained product usage
Keep customers coming back
Focus
Referrals, onboarding, NTB incentives
Activation, transactions, deposits, feature adoption
Financial wellbeing, PFM, loyalty, rewards
Triggered by
Registration events, referral codes
Transactional behaviour, balance events, inactivity signals
App logins, financial queries, reward eligibility
Success metric
New accounts, referral conversion
Transaction volume, deposit growth, product adoption
App engagement, wellbeing scores, reward participation, churn reduction
Best for
Pre-funded customers, digital bank launches
Dormant customers, underused products, revenue growth
Retention, trust, daily value, loyalty ROI