Zero-Cost USD Account Launch
Removed a $5 activation fee that was blocking USD account adoption. Led positioning, segmentation, and a multi-channel lifecycle launch that drove a 30% increase in activations.
The Context
Users were dropping off during USD account activation. Through customer feedback and user interviews, the friction point was clear: a $5 account opening fee. For new users who hadn’t experienced the product yet, it felt like a risk before value.
What I Did
I led the end-to-end go-to-market strategy for transitioning to a zero-cost USD account model.
I started by running incentivized user interviews across three groups: users who abandoned setup, users who set up but never funded, and active users who had paid the fee. The insight was consistent: the fee created hesitation before users understood what they were getting.
From there, I worked with Product and Ops to switch to a provider that enabled free account creation, repositioned the messaging from ‘Open a USD account’ to ‘Open a USD account for free, no setup cost’ and designed a segmented launch targeting new, active, inactive, and dormant users with tailored messaging for each group.
The campaign launched across email, push notifications, in-app messages, social, and community channels, all focused on clarity, simplicity, and trust.
The Results
Increase in activations
Improvement in funding completion
Email open rate
Activation-related complaints also dropped noticeably.
