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    Case studyPersonal finance app for paying down loans

    A Full-Funnel Audit to Hit Target LTV:CAC

    The growth engine wasn't acquiring customers profitably enough to scale.

    Product
    Personal finance app for paying down loans
    Model
    Annual plan at $120/yr, monthly at $12.99/mo
    Timeframe
    4 months

    Results

    +144%
    Average LTV
    +120%
    LTV:CAC

    What we did

    • Significantly increased paid-social creative velocity
    • Implemented rich data signals for paid-algorithm optimization
    • Restructured and optimized the checkout flow
    • Ran pricing strategy and testing
      • Introduced an annual plan and validated the structure across annual-only, annual + monthly, and monthly-only
      • Tested higher price points to lift LTV while holding conversion

    Benchmarking each stage of the acquisition funnel against the UX of established products made a handful of quick-win opportunities obvious: more creative velocity for paid social, richer data signals for the paid algorithms, a cleaner checkout flow, and pricing aligned to the value users actually received. Prioritizing those four drove a sharp jump in revenue trajectory and profitability.

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