MoneyLion Credit Monitoring Case Study
Problem:
Credit Monitoring helps users stay on top of their credit health — but data showed 65% of users who signed up never returned to check their credit score within the first 30 days. Our goal was to redesign the experience to increase ongoing engagement, provide actionable insights, and turn passive tracking into active credit-building habits.
Through user surveys and behavioral data, we uncovered key reasons for this drop-off:
Lack of clear value proposition — users didn’t understand why they should keep checking their score.
No proactive reminders — after signup, users received no prompts to return unless they actively remembered.
Information overload — for users who did check, many felt overwhelmed by complex charts and jargon-heavy explanations.
Core insight:
Credit Monitoring felt like a passive tool to users — not an active resource they could use to improve their financial health.
Solution:
To address this, we focused on repositioning Credit Monitoring as a personalized, actionable tool — helping users engage early and often.
Results:
Monthly active users (MAU) for Credit Monitoring increased from 15% to 38% of total sign-ups — a 23% lift in engagement.
Credit score checks within 30 days of sign-up rose from 35% to 68% — nearly doubling early engagement.
Actions taken to improve credit (e.g., lowering credit utilization, paying off debt) increased from 22% to 45% of engaged users.
Before
After
To ensure the users stay engaged beyond the first interaction, I added weekly credit check reminders. This not only prompt users to check their score but also provide personalized insights and actionable tips — helping turn Credit Monitoring into a useful, ongoing habit rather than a one-time check.
Weekly Email
Create dynamic, personalized emails that adapt based on a user’s credit health — whether they are in good standing or need to take action — while keeping tone supportive and encouraging ongoing engagement.
Push notifications
The problem:
Lack of clear meaning upfront
→ The graph shows fluctuations, but no context or explanation of why the score changed or what impacted it.Passive data, no actionable insight
→ Simply tracking a number without suggesting actions to improve it.No breakdown of credit factors
→ Users cannot see what contributes to their score (e.g., payment history, utilization).
Changes:
Immediate visual feedback on score health
→ Color-coded credit score wheel makes it instantly clear if the user’s score is poor, fair, good, or excellent.Contextual explanation of score change
→ Provides positive reinforcement and a direct link between user actions and outcomes.Breakdown of credit factors
→ Shows what’s working and what needs improvement, giving users actionable clarity and focus.Next steps with personalized credit offers
→ Offers tailored to user’s credit score (e.g., Credit Builder Loan), aligned to their needs.Educational content integration
→ Videos under "Grow your credit" section help users learn how to build or maintain their credit score.
Variation 1: Positive Credit Health (Score 720, Utilization 5%)
Problem
→ Users in good standing may feel there’s no reason to keep checking their credit, risking drop-off over time.
→ Without positive reinforcement, users don’t see value in maintaining good habits.
Solution
→ Celebrate their good standing with language like "Nice work! Your credit score is in top shape."
→ Reinforce credit habits by highlighting good behaviors (e.g., "Low utilization shows lenders you're in control").
→ Frame monitoring as a smart habit (e.g., "Consistent monitoring is a smart habit!").
→ Offer low-pressure CTAs to check details, keeping engagement light but ongoing.
Variation 2: At-Risk Credit Health (Score 600, Utilization 59%)
Problem
→ Users with lower scores and high utilization may feel discouraged or overwhelmed.
→ No context or guidance could leave users confused about how to improve.
Solution
→ Supportive framing of low score: "Small steps could lead to big changes over time. Let’s help build your credit!"
→ Actionable explanation of utilization problem: "Your credit utilization is higher than the recommended 30%, and this could negatively impact your credit score."
→ Encourage action without blame — offering insights and opportunities to improve.
→ Urgent but supportive tone nudging users to review details and take steps: "Take this time to review your changes."
