Nexus Finance · 2024
Redefining wealth management for a mobile-first audience
A design-first mobile experience that simplifies complex financial data, with an acquisition programme that cut cost per acquisition as installs hit record highs.
- User growth
- 300%
- App Store rating
- 4.9
- Cost per funded account
- 38% lower
Where it started
Nexus had strong underlying products and a punishing onboarding flow. Acquisition costs were rising quarter on quarter while activation stalled at 34%, so every pound of media spend was buying an account that never funded.
What we did about it
- 1
Fix activation before scaling spend
We rebuilt onboarding around progressive disclosure, deferring identity verification until after the first portfolio view, and rewrote every piece of interface copy to remove regulatory jargon that tested as intimidating.
- 2
Rebuild the acquisition model
Creative testing moved to a two-week cycle with a standing library of thirty concepts. Server-side tracking and a geo-holdout programme replaced last-click reporting, which had been over-crediting branded search by roughly 30%.
- 3
Make the data feel calm
Dense financial data was restructured into a progressive hierarchy: headline position first, then allocation, then transaction detail. Motion was used to explain state changes rather than to decorate.
What changed
Activation moved from 34% to 71% within two quarters, and the lower acquisition cost let the team redeploy budget into upper-funnel brand work for the first time.
- User growth
- 300%
- App Store rating
- 4.9
- Cost per funded account
- 38% lower
