Case Study: Responsible Lending Platform Boosts Customer Activation with Moroku
Challenge: Low Engagement in a High-Impact Lending Environment
A responsible lending platform aimed at helping customers access credit while building financial resilience faced a critical challenge:
Customers did not understand the key aspects of borrowing and were not engaging with the tools designed to improve their financial knowledge and capacity to borrow.
Despite lots of knowledge being made available online, customers were struggling to understand the fundamentals of borrowing and the platform struggled to guide them towards building the knowledge and profile. The team needed a way to motivate, educate, and engage customers, especially those new to credit or recovering from financial hardship, the target market.
Solution: Gamified Financial Empowerment with Moroku
To address this, the platform partnered with Moroku to implement a dual approach:
1. Moroku On-Ramp: Designing for Behavior Change
Using the On-Ramp methodology, Moroku collaborated with the platform to:
- Identify key knowledge milestones in the customer journey.
- Design a gamified experience that rewarded acquiring knowledge.
- Align the process of applying for a loan with user knowledge and capability
2. Moroku Odyssey: Driving Engagement at Scale
The platform deployed Moroku Odyssey to:
- Deliver missions, badges, and progress tracking for financial knowledge around aspects such as affordability and serviceability.
- Use data-driven nudges to encourage customers to build up their credit profile.
- Create a safe, rewarding environment where users could build confidence and financial capability.
Results: Increased Activation and Financial Literacy
The gamified experience led to a significant shift in user behavior:
🎯 Customers 48% more engaged with the platform’s tools and content
📈 Improved financial literacy and conversion rates
💬 Positive feedback from users who felt more in control of their financial journey
By making financial improvement interactive and rewarding, Moroku helped the platform fulfill its mission of responsible, inclusive lending.
Conclusion: Engagement is Essential for Impact
This case illustrates how Moroku Odyssey and On-Ramp can help mission-driven lenders:
- Activate and retain customers.
- Promote financial wellness through behaviorally informed design.
- Deliver measurable social and business outcomes.
🔗 Learn more:
- Moroku Odyssey
- Moroku On-Ramp
- More Case Studies
Younger customers want to enter the home market and banks want to lend to them. Yet there are significant gaps in terms of knowledge, assets and credit ratings that present significant hurdles.
New online lending platforms are popping up that leverage family equity and other assets to get started, originate and ultimately then pay off their first home loan.
By using Moroku On-Ramp and Odyssey a gamified origination and knowledge experience was built that used game theory to build the customer journey, identify learning, challenge, skill and level up opportunities to take customers on a journey of lending quests.
This allowed players to explore the various ways they can unlock the housing market, get a loan, buy a property, get moving on the ladder with fun and reward.
For the borrower they were able to appeal to a new demographic and support existing customers lend to other family members.
Learning Lending
From affordability and serviceability, assets, liabilities, expenses and assets, there is a lot to learn in the world of borrowing