BNPL

Case Study: Empowering BNPL Customers Through Emotional Intelligence and Gamified Financial Growth

Challenge: Misuse and Over-Reliance on BNPL

A leading Buy Now, Pay Later (BNPL) provider faced a growing concern:

Customers were becoming overly reliant on short-term credit, leading to poor financial decisions and long-term stress.

Despite offering a convenient payment solution, the platform lacked tools to help users understand their financial behaviours, manage spending responsibly, and build long-term financial confidence. The result was a cycle of dependency, low financial literacy, and emotional disengagement from money.

Solution: Emotional Engagement and Behavioral Transformation with Moroku

To address this, the BNPL provider partnered with Moroku to implement a transformative digital experience using:

1. Moroku On-Ramp: Designing for Emotional and Behavioral Change

Through the On-Ramp process, Moroku worked with the provider to:

  • Uncover users’ emotional relationships with money—including fear, shame, and impulsivity.
  • Design a mission-based journey that helped users confront and overcome financial biases.
  • Build a progression system that guided users from novice to coach, developing skills and confidence along the way.

2. Moroku Odyssey: Delivering the Experience at Scale

Using the Odyssey platform, the provider launched a gamified experience that:

  • Framed financial growth as a series of challenges and quests.
  • Helped users unwrap their emotions and understand how feelings influence decisions.
  • Rewarded progress with access to money tools, insights, and new capabilities.
  • Encouraged accountability and self-efficacy, empowering users to take control of their financial journey.

Results: A New Pathway to Financial Empowerment

The experience transformed how users interacted with the platform:

🎯 Users progressed through a structured journey, gaining skills and confidence.
💬 Emotional awareness became a recognized and celebrated part of financial decision-making.
🔓 Money tools were unlocked as users demonstrated readiness and responsibility.
🌱 Customers began to thrive, making better decisions and reducing reliance on credit.

Conclusion: From Transactional to Transformational

This case illustrates how Moroku Odyssey and On-Ramp can help fintechs:

  • Address the emotional and behavioral roots of financial habits.
  • Build long-term engagement through gamified learning and progression.
  • Empower users to become confident, capable, and financially resilient.

🔗 Learn more:

 

We Act based on how we feel

Buy Now Pay later is a great tool when used in the right way, but can lead to an over  reliance on credit and impusive, “worry about it later” behaviour. This can lead to a never ending cycle of debt and poor outcomes.

By applying game thinking, engaging customers emotionally on how they are feeling, building empathy to unlock content, savings and spending challenges Moroku On-Ramp and Odyssey was able to level customers up and change their behaviours.

 

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