Signature Methodology

The Relationship Funnel

Account opening is not the finish line.

Banks obsess over the Conversion Funnel because it's the part everyone knows how to measure. But the Conversion Funnel ends on Day 0, which is just the beginning. What you do between Day 0-90 actually determines whether a customer ever becomes valuable.

The Relationship Funnel picks up where the Conversion Funnel stops.

Relationship Value Gap Check

Ask these 4 questions to see if you have a Relationship Value gap:

  • 01Did your new customer fund the account, or just open it?
  • 02Have you communicated since Day 0, or did you ghost them?
  • 03Do they have a second product, or just the one they came for?
  • 04Are they transacting, or dormant and counting down to attrition?
The Relationship Funnel infographic
Click to enlarge

This is the model behind this case study: a bank that grew total balances 207% against a 10% goal, cut attrition 41% against a 25% goal, and turned single-product account openers into funded, multi-product relationships.