Finelo Upsell Flow Redesign
Finelo is a US-focused AI trading education app with 450K monthly active users. It has ranked as a Top 3 education app on Google Play and Top 10 on the US App Store. The product onboards first-time investors through a guided, gamified learning path, then offers AI-powered tools to put that learning into practice.
Task
Upsells drive roughly half of Finelo's lifetime value, which makes the post-purchase add-on flow one of the most commercially critical surfaces in the product. After a change in acquisition creatives shifted the incoming audience, upsell performance dropped and ARPU fell to $16. My task was to redesign the flow and recover monetization on a surface that carries half of LTV.
Work
I started by diagnosing where the flow was leaking. I benchmarked competitor upsell funnels, then studied heatmaps for every block in our own flow. Two patterns stood out: users scrolled past the offer fast, barely reading it, and a small set of pages was driving most of the ARPU while others added friction without converting. The offer was not the problem. The value simply never landed before users skipped.
So I reframed the copy from process-oriented to result-oriented. Instead of explaining what the AI tools do, the redesigned screens lead with the outcome the user gets: clearer decisions, hours saved, fewer beginner mistakes. I reinforced it with a direct value contrast (with vs. without the tools) and restructured the flow around the high-converting pages, so users reached the screens that actually drove revenue.
Result
More users bought upsells, and ARPU climbed from $16 to $22.5, a ~40% lift. The redesign recovered the monetization lost after the creative shift and pushed past it, on the flow responsible for half of Finelo's LTV.
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