Betterment Native Email Verification

Email verification constraints were leading to a loss of 20% of new customers per month on native.

Overview

When a new Betterment customer completes signup on native mobile, they are prompted to verify their email address before they can successfully log into the app for the first time. We were driving users off the product to complete an action with the expectation that they’d return to the app for their initial login. The email verification step was leading to a 20% drop off of customers from signup completion—to initial log in (roughly 2,000 users over a 30 day period).

We realized we needed to address this friction and allow new users into the app as quickly as possible upon signing up.

Impact

To chat with Darryl—
• Drop off rates between signup completion ➞ and initial log in
• How many fewer customers are we losing

My role

01 When a new Betterment customer completes
signup on native mobile, they are prompted to verify their email address before they can successfully log into the app for the first time. We were driving users off the

02 Product to complete an action with the expectation
that they’d return to the app for their initial login. The email verification step was leading to a 20% drop off of customers from signup completion—to initial log in (roughly 2,000 users over a 30 day period).

03 We realized we needed to address
this friction and allow new users into the app as quickly as possible upon signing up.

Customer problem

Customers can’t seamlessly log into their accounts after signup on native, without performing additional tasks.

Business problem

We lose 20% of new customers on native due to email verification constraints.

Hypothesis

Email verification is an abrupt blocker to new customers logging into their accounts for the first time on native. If we remove email verification from immediately after signup—to in-app, we will decrease the drop off rate.

Metric

Drop off rates between signup completion and initial log in.

Solution

Remove the email verification blocker and allow users to login into their account after signup on native.
Users are alerted by a tag notification next to Menu on their Summary screen.
Allow users to passively initiate Email Verification, by tapping:
Menu > Settings > Personal Profile.