Impact Snapshot

Launch a safe, parent-controlled banking experience for kids and measure early-cohort health — parent conversion, family WAU, repeat usage, and NPS/retention.

Shipped child and parent onboarding, allowances and goals, insights, safe card issuance, third-party card ordering (for a child or a friend), parental controls, and the Piggy Bank savings feature. We also added analytics for early cohorts — parent conversion, family WAU, repeat usage, and kids’ NPS/retention.

• Helped grow acquisition to around 300K new family sign-ups (child → parent loop). After launch, core family metrics increased by +22% to +57%, depending on the cohort;
  

• Kids-landing traffic reached about 15K/day during TV flights, and remained several times above the previous baseline even after the campaign ended;
  

• Introduced the 5-tier Levels progression model, which later shaped the bank-wide rollout. Also defined the early UX principles and value-unlock logic;
  

• The Piggy Bank feature improved retention for goals and allowances by around +20%;
  

• Qualitative research showed stronger affinity among Gen-Alpha users, with more positive and playful inbound signals.