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Financial education as a growth lever
Gamified content to drive activation, conversion & retention embedded in the Lloyds app.
Product Evolution
beatvest is not a content provider, but a holistic activation system
Activate the layers and watch the product transform step by step.
Standard Content
What financial education looks like today
Microlearning & Simple Language
Layer 01 -- Content that truly resonates
Growth Loop & Gamification
Layer 02 -- Holistic activation system
Product Conversion
Layer 03 -- Every level ends with an action
User Journey Personalisation
Layer 04 -- Tailored to the partner
Coverage
0/4 Layers
STATUS QUO
Blog / Guide Article
🛑
User reads... and leaves the page.
beatvest Microlearning
Personalised
🧬 Personalised to Lloyds journey
New customers
KYC drop-offs
Dormant accounts
Cross-sell
💸
Why your savings account costs you money
1 min -- Inflation explained simply
Start
📈
Compound interest: your best friend
2 min -- How your money works for you
🔒
🎯
ETFs: invest like a pro
2 min -- Understand without prior knowledge
🔒
🎯
Complete level
Make your first investment →
Action: Open account
🔄 Growth Loop -- Activation System
📚
Learn
⚡
Act
↑
GROWTH LOOP
↓
📩
CRM & Push
🏆
Reward
🔥 Streaks
⭐ Points
🏅 Challenges
📧 CRM Flows
🔔 Push
⛔ This is what financial education looks like at most content providers
A blog article. No structure. No activation. No conversion. The user reads -- and is gone.
Conversion Data
Financial education that converts: our beatvest numbers
📊
0
ETFs purchased
in month 1
in month 1
✅
0%
of learners
initiate KYC
initiate KYC
💰
0%
set up a
savings plan
savings plan
🔁
0
savings plans
per user
per user
The Proof
The integration of learning and action drives measurable conversions. Every level ends with a real action -- that is the difference to pure content.
Activation Data
Activation is the single biggest growth lever
Reforge defines activation as taking a user from signup to establishing a habit around your core value proposition. It is the phase where most products lose the majority of their customers -- and where beatvest excels.
Why activation matters
🔄
Gateway to retention
Users who don't activate never retain. Activation is the bridge from signup to long-term habit formation.
📈
Compounds across the funnel
Higher activation directly lifts retention, monetisation, and virality. Small improvements here have outsized impact on growth.
⚡
Where most products fail
The activation phase is where the majority of users drop off. Getting this right is the difference between growth and churn.
Source: Reforge Retention & Engagement Framework
🔥
0
days average
streak length
streak length
🏆
0
days max streak length
✅
0%
lesson
completion rate
completion rate
🎓
0%
of learners complete
the full course
the full course
Learning Engagement KPIs
Sustained high activation, growing completion
12-month trend data showing activation moment (onboarding to first lesson) and full course completion rates across monthly cohorts.
Activation Moment
Onboarding completed → Lesson started
87.8%
latest (Mar 2026)
95%
90%
85%
80%
75%
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Consistently 85-90% of users who complete onboarding immediately start their first lesson. This activation rate is exceptional for fintech products.
All Levels Completed
Within first 7 days
25.0%
latest (Mar 2026)
55%
45%
35%
25%
15%
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Peak 50% in Sep 2025. Users who complete all levels within their first week represent the most engaged cohort, with rates consistently above typical fintech benchmarks.
Level Completion Funnel
8-step funnel: completion rate per level
10,518 users. The biggest drop-off happens at Level 2. After that, users who continue get increasingly sticky.
100%
75%
50%
25%
100%
Level 1
65.19%
Level 2
74.48%
Level 3
81.29%
Level 4
83.12%
Level 5
86.02%
Level 6
88.83%
Level 7
87.96%
Level 8
The signal
The biggest drop is L1 to L2 (65%). Once users are committed, there are almost no drop-offs level by level -- retention climbs steadily from 75% to 88%. The product gets stickier with every level.
Campaign Performance
Push notifications that convert
Key investing-related campaigns sorted by conversion rate. Open rates consistently above 40%, with transactional messages converting at over 70%.
| Campaign | Opened | Converted |
|---|---|---|
| [Transactional] LM Account Opened | 77.7% | 70.3% |
| [Streaks] Daily Streak Reminders | 39.9% | 38.1% |
| [Reminder] Top-up account | 71.7% | 28.3% |
| [Reminder] Make first investment | 66.4% | 15.6% |
Why this matters
"Converted" means the user completed the actual action (e.g. topped up, started investing) -- not just clicked. These are real behavioural outcomes, not vanity metrics. High conversion rates across investing campaigns demonstrate strong user intent and show that nudges turn passive learners into active investors.