From Leaking Retention to 58% D30 — A Digital Banking Turnaround
A digital banking app with a live MoEngage instance was seeing D30 retention below 33% and rising push opt-out rates. We rebuilt their lifecycle from the ground up — event taxonomy, segmentation, journey architecture — and shipped 12 journeys in 90 days.
"Faith took over our MoEngage instance when it was basically a liability. Within 6 weeks we had proper segmentation, 8 live journeys, and our D30 retention was climbing for the first time in a year."
The product team had invested heavily in MoEngage but wasn't seeing results. Journeys were running but not performing. D30 retention sat at 31%, push opt-out rates were climbing to 34%, and the team had no clear read on what was working or why.
The core problem wasn't the platform — it was the architecture. Events were poorly named, segments were too broad, and journeys were built around the product roadmap rather than user behaviour. Nobody owned lifecycle as a discipline.
The Approach
Map what actually exists
We audited the entire MoEngage instance: every event, segment, journey, and campaign. We mapped the user event taxonomy against actual product behaviour and identified where data was missing, misfiring, or misleading. We produced a written audit report before touching anything.
Rebuild from user behaviour up
We restructured the event taxonomy, rebuilt segments around behavioural signals (not just demographics), and designed a journey architecture spanning onboarding, early habit formation, and long-term retention. Each journey had a clear trigger, goal, and success metric defined before build.
Ship and measure
We built and shipped 12 journeys across 8 weeks. Each went live with a measurement framework attached — lift data from control groups where possible, clear KPI targets, and fortnightly reporting. We optimised in real time based on performance data, not assumptions.
The Results
These are verified metrics from the engagement. Methodology and data available on request.
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