Moneylion's banking product was a recent launch struggling to gain traction with their core cash advance customer base. the challenge was transforming it into the primary product offering while maintaining unit economics across both banking and lending lines of business. needed to overcome underwriting challenges, drive cross-functional collaboration, and create differentiated engagement mechanisms in a crowded neobanking space.
led comprehensive strategy to position banking as the core offering tied directly to cash advance services. identified direct deposit customers as highest-value segment due to increased spending (more interchange revenue) and better underwriting risk profile. aligned teams around integrated product experience rather than separate offerings.
by leveraging behavioral psychology and cross-product integration, i was able to create a banking experience that drove engagement while optimizing unit economics across multiple revenue streams. 1) integrated cash advance strategy: connected banking and lending products by offering direct deposit customers higher cash advance limits, creating safer underwriting while increasing profitability on both lines of business. drove cross-functional alignment to overcome regulatory hurdles and optimize go-to-market positioning. 2) gamified cashback (Shake n Bank): launched unique engagement mechanism requiring users to shake their phone to reveal cashback rewards, driving 60% return rate while controlling program costs through voluntary participation. 3) automated investing round-ups: enabled customers to round up card purchases to nearest dollar and automatically invest into ETFs or cryptocurrency, helping build emergency funds invisibly without friction.
applied integrated product thinking, behavioral design, and cross-functional leadership to transform banking from secondary offering to core product. scaled to 1 million customers, increased direct deposit adoption by 20% for new cohorts, and created sustainable engagement mechanisms that balanced customer value with unit economics optimization.
