Reviewing Product Metrics to understand user behaviour

Jan 20, 2025

Key Metrics Tracking to understand user behaviours in our system with regards to onboarding, KYC levels, and account upgrades
For any clarifications on these: Please refer to Lase Toluwalase Tawak or Anukriti Kedia

1. Division of Levels on Personal and Business App

Open

Takeaways :

• Most Business users are on Level 3, followed by almost equal distribution on Level 1 and Level 2

• <10% users on Business have registered accounts today

• Most Personal users are on Level 1

2. Activity usage across Apps and levels in the last 2 months

Open

Takeaways :

• Interestingly, Registered accounts only make up <10% of our Business users today, but they take up 2nd position on activity usage on the app in the last two months ( above both Level 1 and Level 2 users)

Takeaways :

• Activity usage is quite similar to the division of users on Personal Account levels

3. Division of Assisted and Self-onboarded on Personal and Business App

Notes: For the Business app, BRM is usually assisted while Self is Self.
For Personal, we can't exactly tell which accounts are assisted but what we have is Referrals which is driven mostly by our Offline partners, we can assume most of these accounts are assisted.

Takeaways :

• Almost 50-50 division on assisted and self-onboarded across both flows

• More assistance on Business App

• More self-onboarded on Personal App

4. Levels at which the first transaction of a user was recorded: As an alias to see which Level was a preferred/possible upgrade for a user before they started transacting

Notes: We looked at only 1 transaction recorded in the last month (December 2024), primarily filtering for customers who did their first transaction last month.

Takeaways :

• 44% Business App users start at Level 1, rest start transacting at a level higher

• Bigger chunk of Personal users start at Level 1, rest at Level 2 and a few at Level 3
  
  

5. PEP vs Non-PEP self-declarations by users