Fintech and marketplace teams losing users during onboarding, especially across more than one market or regulatory regime.

Branch ran a single onboarding flow across four countries. Drop-off sat at 43% and the internal debate had stalled because everyone had a different theory. The data showed the drop-off points differed by country, which meant it was not one problem - it was four related ones being averaged together.

Ran research across all four markets rather than extrapolating from one. What emerged was that the failure point was different in each - in some markets it was a document request arriving too early, in others it was the absence of a recognisable local trust marker at the moment of commitment.

Designed four adaptive flows sharing one architecture. Each feels native to its market; none is a fork.

Cut required fields by roughly 40% using progressive disclosure - asking for information at the moment it becomes relevant rather than up front.

Built a component library supporting all four variations, so the team could adjust one market without regression-testing the other three.

Instrumented the flow so future drop-off could be diagnosed per market rather than debated.

Two months. Research first across all four markets, then design, then staged rollout with per-market measurement. Worked with product, engineering and local compliance leads in each region.

Drop-off reduced by 43%

MRR up 25% from conversion improvement alone

Time-to-first-loan reduced from 8 minutes to 4.5

Completion rates of 68–73% across the four markets

Support tickets down 57%

First-month retention improved from 34% to 52%

Figma

Maze

Multi-market research

Adaptive component architecture

Onboarding or conversion redesign, single or multi-market. Typically 3–6 weeks: analytics and research diagnosis, redesigned flow, tested prototype, instrumentation plan.

Typical investment: $4,000 – $8,000 depending on number of markets. Onboarding audit with prioritised fixes: $1,500.