Defining Improvement

Stable Money Business Model

My assumption is that Stable Money is working on some kind of commission model with the partner banks. In other words, profit is proportional to the number of purchases being made through the app.

We can say that Stable Money is in a "Transactions" business, similar to a policy-bazaar or an Amazon; and might share certain characteristics.

At minimum, we can think of Users as following a Sales Funnel as their Primary Journey through the app:

Awareness:

They've seen an ad, or they've downloaded the app somehow.

At this point they're mainly aware of the ~9% interest rate

Most likely they're aware of the rate at their main (salary account) bank

Consideration:

They look through and notice that the highest rates is for the longest term, or for senior citizens.

Here is where they might encounter new investing strategies, like FD Laddering.

Decision:

Choose to either purchase an FD, or not.

User churn could be for any number of reasons, and need not be a final decision.

Defining Improvement

Based on what we know so far, we can improve Business Outcomes in two ways:

Increase top of funnel, or

Increase conversions.

Increasing top-of-funnel is a combination problem of Marketing and Growth, and will need a detailed PLG analysis to understand what can be done.

Focusing on the second, we can think through some barriers people might have to convert and see how we can tune the Product to better enable the experience we want.