Go2Bank Go To Market Strategy

Role: As the end to end owner of the new product line, Go2Bank for GreenDot, I was responsible for the success of the new mobile app launch, the end to end product development and design, and the GTM strategy. My GTM Strategy at Go2Bank focused on the underbanked customer working to increase their line of credit and improve their overall financial health. I worked across marketing, engineering, QA, product to increase user adoption from the Green Dot app to the Go2Bank app by 5%. In addition, we launched the new mobile app with a 4.7/5 app store rating with positive reviews and customer feedback.

Personas contain both demographic and psychographic information containing needs, desires, wants to better understand the target customer. Knowing who your customer is extremely important for marketing messaging, targeting, and deriiving the insights you need for the target market. The target persona was defined from qualitative interviews and existing data we had captured on the underbanked. We improved the defintion of the persona over time with iterative data collection from our behavioral analytics.

The underbanked population; individuals earning under 80K annually; people seeking convenient, low-fee banking solutions.

Adults between the ages for 25-45 years old.

Individuals who frequently use mobile devices for financial management.

Those looking to build credit or improve their financial health.

A competitive analysis with a feature matrix was leveraged to understand the competition in the space and where the Go2Bank Value Proposition stood for the market opportunity where enrollment was the highest barrier to sign-up. I leveraged a display matrix in order to determine how Go2Bank compared to competitors for enrollment including Chime, Netspend, Simple, Revolut. I mapped out the core competencies of each product in comparison to identify where the opportunity was open against our market competition. With every iteration of the experience, I worked to simplify the flow, reduce steps and friction, and identify opportunities for increased security.

Go2Bank provides all-in-one mobile banking with no hidden fees, early access to paychecks, high-yield savings, and tools to build credit.

Summary: Different from competitors, Go2Bank offers a combination of trusted banking services via app and online experiences for users to increase their credit score with Secure Card and leverage a high APY to meet their savings goals, with no hidden fees. This unique offering enables customers to accomplish key financial goals: improve credit, accrue savings, and easily transfer money to friends. These underbanked, mobile centric 18-44 yo customers are heavily focused on improving their financial habits and rely on Go2Bank for their everyday financial tools.

Key features were derived from UX research conducted at the beginning of the project.

Instrumentation was applied to all pages for the mobile app release leveraging Google Analytics and Glassbox for behavioral analytics. We leveraged tracking for the following to measure success metrics as well as performance and created Dashboards for product and business to view and monitor.

Mobile App Stores: Optimize app store listings with compelling descriptions and screenshots. I used ASO to identify areas we could raise the visbility of the app store presence. I partnered with our Google Play Store and iOS Store partners in order to get greater visbility in the store front. I also incorporated optional user reviews, helping to surface greater traction and app store visbility.

Deeplinks: I worked with engineering to ensure the app would be discoverable by search engines for download and supported direct, deferred, and contextual deep linking. Deeplinks promote the app but also help increase the accessibility of the download.

SEO: Focused efforts to ensure that our website mirrored the app for web crawlers using robots.txt. Ensuring meta tags, title tags, descriptions were utilized across the website for optimal search criteria.

Smartbanners: on the homepage to promote increased downloads and awareness.

Social Media: I worked with marketing to create short, engaging videos demonstrating app features and post on platforms like Instagram and TikTok.

Email Marketing: I partnered with marketing to identify the messaging and strategy for personalized emails to existing customers highlighting new features and benefits. We utilized customer segmentation based on the customers that fit the Go2Bank customer persona.

SEM/Paid Advertising: I worked with marketing to drive targeted ads on social media and search engines to reach potential users.

Affiliate Campaigns: I worked with marketing on affiliate partnerships to strengthen the campaign and stream of customers coming to our new mobile appplication.