Example: Fintech / Neobank (Kuda)

A neobank like Kuda has a sharp activation funnel: a user registers, but only becomes valuable once they fund the account and start transacting. The Fintech / Neobank model centers on funding as the key milestone and transaction frequency as the retention signal.

1. Events to instrument

Emit these from your banking backend, keyed by the customer's external_id.

Your event         Fires when…                        Useful properties
----------------   --------------------------------   --------------------------
registered         a user completes sign-up / KYC     kyc_level, source
account_funded     they fund the account for the      amount, currency, method
                   first time
transaction        any transfer / payment / card use  amount, type, currency

curl https://api.engageapp.xyz/api/v1/public/events \
  -H "X-API-Key: df_your_secret_key" \
  -H "Content-Type: application/json" \
  -d '{
    "events": [
      { "external_id": "cust_6620", "event_name": "account_funded",
        "properties": { "amount": 50000, "currency": "NGN", "method": "transfer" } }
    ]
  }'

2. Choose the model & map events

Pick Fintech / Neobank and map:

Canonical behavior   Role          Your event        Required?
------------------   -----------   ---------------   ---------
registered           acquisition   registered        required
funded_account       conversion    account_funded    required
transacted           activity      transaction       required

Transaction count tiers up active and power users automatically. This model has no intent or churn role.

3. Resulting lifecycle stages

Customers are classified as registered → onboarding → funded → active → power user → dormant. Five transactions make an active customer; twenty make a power user. A funded customer who stops transacting drifts to dormant.

4. Opportunities & campaigns

• Onboarding stall — registered but never funded. Campaign: a "fund in 60 seconds" nudge that removes friction (methods, limits, a small first-funding reward).
• Post-conversion — just funded. Campaign: first-transaction guidance — pay a bill, send a transfer, order a card.
• Re-engage dormant — funded but inactive. Campaign: relevant features (savings, bills, cards) and a reason to transact again.
• High-value nurture — power users (20+ transactions). Campaign: premium tiers, higher limits, or referral rewards.
• Win back — lapsed customers (no churn event, so this targets funded users gone quiet). Campaign: what's new plus an incentive to return.

5. Channels, autonomy & real-time

Push, in-app takeovers, and SMS suit banking nudges; keep promotional content within your compliance rules and lean on the built-in frequency caps and quiet hours. Start in review required — financial messaging warrants a careful rollout. The account_funded conversion triggers real-time detection, so the first-transaction guidance can follow funding immediately.

Next steps

• Start from the general integration guide.
• See a frequency-driven variant in the on-demand example.