30% of fintech users churn in the first 30 days. Most never return.
The Fintech Customer Journey Scorecard
Is your user journey fueling growth — or quietly killing it?
30% of fintech users churn in the first 30 days. Most never return.
We’ve seen this story repeat across portfolios, board decks, and growth reports. The product isn’t always the problem. More often, it’s the journey.
That’s why we created The Fintech Customer Journey Scorecard — a brutally simple tool to help investors, operators, and founders see if their customer journeys are compounding growth… or leaking it.
Why Customer Journeys Matter More Than Ever
Activation sequences work: Contextual nudges (push, email, in-app) increase first-time transactions by 20–30% (Braze).
Trust pays: Transparency in fees increases NPS by 15 points in regulated markets (Deloitte).
AI raises the bar: AI-powered next-best-action can deliver 2–4x higher upsell conversion (Accenture).
But here’s the kicker: without a strong onboarding and retention journey, none of that matters. Acquisition spend gets wasted, churn eats your margins, and growth becomes a sieve.
The Four Lenses of the Scorecard
At Allset, we look at customer journeys through four unforgiving lenses:
Journey Intelligence → Do you really know where people drop off?
People & Processes → Who owns the journey, or is it a side hustle spread across 3 teams?
Brand Consistency → Does your app deliver what your ads promised, or is it a bait-and-switch?
Systems & Comms → Does your tech stack enable growth, or is it spaghetti with a dashboard on top?
Better a painful “2” today than a silent churn problem tomorrow.
How the Scorecard Works
Rate yourself: Answer 7 questions in each pillar on a 0–5 scale.
Average it out: Each pillar gets a maturity score.
Plot the spider: Put it all together in a radar chart and see where the holes are.
If you’re tempted to mark yourself “3+ everywhere”… ask yourself why churn is still happening.
The Scorecard Questions
Journey Intelligence
Do you consistently measure where users drop off in the first 30 days?
How systematic are your usability tests and mystery shopping?
Are your journey maps complete across app + comms?
Do you know your activation rate (sign-up → first transaction in 7 days)?
Do you track retention curves (7/30/90/180 days) at cohort level?
Can you link acquisition channels to long-term retention and upsell?
Do you use predictive analytics or AI/ML to forecast churn?
People & Processes
Who really owns lifecycle performance?
How clean are handoffs between Product, CX, and Marketing?
Do you track leading indicators (time-to-value) alongside NPS/CSAT?
How systematically does feedback feed into the roadmap?
Do you have lifecycle expertise in-house?
Are lifecycle processes aligned with PLG/GTM motions?
Is AI/automation streamlining processes or just buzzword bingo?
Brand Consistency
Is your tone, UX, and visual identity consistent across all channels?
Does your product deliver what your ads promised?
Can users recognize you without a logo?
Do support interactions reinforce or undermine the brand?
Are your comms radically transparent on fees, limits, rules?
Is your PLG/upgrade flow aligned with your brand values?
Are you using AI to keep tone and consistency at scale?
Systems & Comms
How integrated is your stack (CRM ↔ analytics ↔ comms)?
How mature are your automated onboarding/reactivation flows?
How personalized are your comms beyond “Hi, {First Name}”?
Do your data handoffs (signup → KYC → payment) work seamlessly?
Can your stack scale 10x without breaking?
Does it support PLG/GTM motions (trials, upgrades, referrals)?
Is AI driving personalization and predictive comms?
Quick Wins
If you score ≤2 in:
Journey Intelligence: Mystery shop yourself this week — the leaks will scream at you.
People & Processes: Assign a lifecycle owner (even part-time).
Brand Consistency: Compare your first 3 onboarding emails with your homepage. If they feel like two different companies — fix it.
Systems & Comms: Trace one journey (sign-up → payment). Find the broken handoff.
The Portfolio Audit Lens (Bonus for VC's & Investors)
The scorecard helps operators self-diagnose. But as an investor, you also need a portfolio-level view. Here’s the due diligence checklist we run:
Onboarding & Activation → Defined KPIs, frictionless KYC, automated welcome flows.
Adoption & Habit Formation → Feature usage, multi-product adoption, “healthy usage” metrics.
Retention & Churn → Predictive churn models, automated reactivation, trust comms.
Upsell & Value Expansion → Multi-product tracking, upsell prompts, clear free→premium pathways.
Brand, People & Systems → Consistency across touch points, lifecycle owner role, Martech mapped, scalable infra.
The Reality Check
Most fintechs who run this scorecard land between 2.0 and 2.5 maturity.
That translates to:
Silent churn
Friction in core flows
CAC wasted on leaky funnels
In other words: pretty board slides, ugly retention curves.
Next Steps
Download the guide as a PDF format here.
Reach out with any questions.
