Building a lifecycle journey that closes the funding gap

Full case study in progress, including the lifecycle strategy and the test-by-test breakdown. In the meantime:

Every deposits funnel has the same two leaks a DTC funnel has: abandoned carts and customers who sign up but never buy. Ours were abandoned applications and new accounts that never got funded. I rebuilt both flows on behavioral triggers tied to actual drop-off points instead of fixed send timing. Abandonment recovery doubled on both ends, 32% to 64% open and 3.6% to 5.2% conversion. Activation to first funding lifted from 12% to 16.2% over three months.