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What led to the 53% improvement in onboarding?

The Key to LivWell's 53% Onboarding Leap

Industry: Financial Services

Use case: user behavior, user engagement, retention

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BEFORE

  • Lack of meaningful segmentation for personalization
  • One-size-fits-all campaigns with limited engagement.
  • No clear strategy for upselling or re-engaging inactive users.
  • 53.27% CVR for the event-triggered onboarding campaign—2.5X higher than the industry benchmark.
  • A well-defined customer loyalty strategy through targeted messaging resulting in successful referrals, upsells and app ratings.
  • Automated workflows ensured seamless communication across multiple channels.
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AFTER

Table of Contents

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LivWell Asia is a blockchain-based gamified insurtech and health engagement application offering affordable, bite-sized health and term insurance products in Vietnam and India. With a primary focus on Gen-Z consumers, LivWell aims to create an engaging wellness ecosystem while rewarding fitness and healthy behaviors.

However, to drive sustained product adoption and create long-term value, LivWell needed a deeper understanding of its customers. Customer centricity became critical to designing the right engagement strategies and customer loyalty programs. Additionally, the company wanted to develop a framework for client segmentation and personalized communication to improve engagement, increase retention, and enhance overall product adoption.

Customer Segmentation Model - Loyal, Potential, Hibernating, Promising, and About to Sleep

Customer Segments identified in LivWell’s user base

The Challenge

LivWell’s primary challenge was to identify customers’ preferences, behaviors, and affinities to effectively engage and retain them. They needed to:

  • Analyze customer behavior and create types of customer segmentation based on user habits
  • Build a customer-centric engagement framework to maximize the impact of campaigns.
  • Implement targeted campaigns that promoted insurance upselling and drove product adoption.
  • Develop customer loyalty strategies and rewards to encourage repeat engagement.
  • Integrate behavioral insights into campaign planning for better results.

Without an advanced segmentation strategy, LivWell faced difficulties tailoring personalized communication for different customer cohorts. As a result, it became challenging to optimize the customer retention rate and prevent churn.

The Solution

Propel partnered with LivWell to implement MoEngage’s engagement platform and create a behavioral segmentation framework. The team at Propel emphasized customer centricity, ensuring all campaigns aligned with LivWell’s customer-first strategy.

  • Creating Advanced Client Segmentation:

Using recency and frequency of usage, we segmented LivWell’s customers into various cohorts, including:

  • Loyal Customers: High recency and frequency; highly engaged users.
  • Potential Loyalists: High recency but moderate frequency; users about to be loyal
  • Hibernating Users: Users who showed early promise but became inactive.
  • Needs Attention, Promising, and At-Risk Users: Various cohorts with specific engagement needs.
  • Targeted Campaigns Based on Segment Needs:

Each customer segment received tailored campaigns:

  • Loyal customers: Received in-app notifications promoting insurance upsells, loyalty programs, and app rating requests.
  • Potential loyalists: Were targeted with exclusive offers and promotions through push notifications to encourage deeper engagement.
  • Hibernating users: Received discounts and coupons to incentivize re-engagement.
  • A/B Testing Campaign Performance:

We conducted targeted A/B experiments for each segment to identify the most effective messaging, offers, and channels. Campaign performance was measured by tracking notification clicks, app ratings, referrals, and redemption rates.

Multichannel targeted messaging for different segments 

  • Event-Triggered Onboarding Campaigns:

A fully automated event-triggered onboarding flow was implemented, leveraging push notifications and in-app messaging. This onboarding flow achieved an impressive 53.27% conversion rate (CVR)—2.5X higher than the industry benchmark.

  • Multi-Channel Automated Workflows:

Personalized workflows were built for different stages of the customer journey. Each workflow spanned multiple channels, ensuring that users received relevant communication across all touchpoints, from onboarding to upselling and re-engagement.

Conclusion

LivWell Asia’s journey demonstrates the importance of customer centricity and client segmentation in driving engagement and increasing retention. By leveraging behavioral segmentation and personalized workflows, LivWell was able to tailor its communication strategy based on user actions and preferences.

The segmentation strategy not only enhanced customer engagement but also helped build meaningful relationships with users at every stage of the customer lifecycle. With Propel’s expertise in MoEngage implementation, LivWell succeeded in delivering personalized experiences, increasing retention rates, and boosting product adoption.

As LivWell continues to grow, its customer-centric approach and advanced segmentation framework will serve as the foundation for scaling engagement, driving loyalty, and creating lasting value for users across Vietnam and India.

Explore Success with

  • Financial Services

Propel specializes in customer lifecycle marketing, helping consumer brands boost retention & reduce churn with tailored strategies and our AI-augmented platform, AURA.

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