Case studies
Habitto
Reducing financial anxiety through premium coaching services
Habitto
Reducing financial anxiety through premium coaching services
Case studies
Case studies
Habitto
Reducing financial anxiety through premium coaching services
Challenge
Habitto is a digital bank with a mission to end financial anxiety.
Financial advice is at the core of their proposition – and expanding and monetising this as a premium service was a priority for the business. Habitto were looking for a service design partner to test their assumptions around offering Premium and Subscription tier financial advice with customers. Testing during the beta indicated 79% of people were open to a paid tier, but there were additional questions around the refinement of the business model and value proposition that needed to be clarified.
Challenge
Habitto is a digital bank with a mission to end financial anxiety.
Financial advice is at the core of their proposition – and expanding and monetising this as a premium service was a priority for the business. Habitto were looking for a service design partner to test their assumptions around offering Premium and Subscription tier financial advice with customers. Testing during the beta indicated 79% of people were open to a paid tier, but there were additional questions around the refinement of the business model and value proposition that needed to be clarified.
Challenge
Habitto is a digital bank with a mission to end financial anxiety.
Financial advice is at the core of their proposition – and expanding and monetising this as a premium service was a priority for the business. Habitto were looking for a service design partner to test their assumptions around offering Premium and Subscription tier financial advice with customers. Testing during the beta indicated 79% of people were open to a paid tier, but there were additional questions around the refinement of the business model and value proposition that needed to be clarified.
Approach
We worked with their team to assess the desirability of a premium coaching service through a landscape analysis, advisor interviews, and a series of co-design workshops with customers.
We synthesised 2000+ quotes and data points, looking for patterns and customer mindsets to inform Habitto’s future product strategy, with a specific focus on where and how people would pay for premium services.
Approach
We worked with their team to assess the desirability of a premium coaching service through a landscape analysis, advisor interviews, and a series of co-design workshops with customers.
We synthesised 2000+ quotes and data points, looking for patterns and customer mindsets to inform Habitto’s future product strategy, with a specific focus on where and how people would pay for premium services.
Approach
We worked with their team to assess the desirability of a premium coaching service through a landscape analysis, advisor interviews, and a series of co-design workshops with customers.
We synthesised 2000+ quotes and data points, looking for patterns and customer mindsets to inform Habitto’s future product strategy, with a specific focus on where and how people would pay for premium services.
2000+
2000+
Data Points
Data Points
Quotes and other data points from customers and financial advisors synthesised in our sessions.
Quotes and other data points from customers and financial advisors synthesised in our sessions.
29
29
Customer Mindsets
Customer Mindsets
Modes of thinking identified in customers.
Modes of thinking identified in customers.
60+
60+
Jobs to be Done
Jobs to be Done
Problems customers are trying to solve using different services.
Problems customers are trying to solve using different services.
3
3
Priority Clusters
Priority Clusters
Customer groups for Habitto to target, as well as who not to target.
Customer groups for Habitto to target, as well as who not to target.
3
3
Potential Tiers
Potential Tiers
Desirable and viable premium service tiers identified, aligned to customer problems.
Desirable and viable premium service tiers identified, aligned to customer problems.
2
2
Services to Pilot
Services to Pilot
Prioritised services progressing to pilot based on feasibility.
Prioritised services progressing to pilot based on feasibility.
Customer workshops: Through interactive activities with 12 Habitto users and potential customers, we researched how they interact with financial services, their Jobs to be Done, and their demand for the initial concept.
Customer workshops: Through interactive activities with 12 Habitto users and potential customers, we researched how they interact with financial services, their Jobs to be Done, and their demand for the initial concept.
Customer workshops: Through interactive activities with 12 Habitto users and potential customers, we researched how they interact with financial services, their Jobs to be Done, and their demand for the initial concept.
Relationship clustering: After conducting primary interviews, we synthesized insights to form clusters based on key behaviours and mindsets.
Relationship clustering: After conducting primary interviews, we synthesized insights to form clusters based on key behaviours and mindsets.
Relationship clustering: After conducting primary interviews, we synthesized insights to form clusters based on key behaviours and mindsets.
Outcomes
We iterated multiple pricing scenarios mapped to 20+ mindsets to determine what products and services to include in Habitto’s future Premium tier offering.
Through this we identified distinct customer clusters we had high confidence would convert to a Premium tier:
Underserved women looking to build financial confidence, providing a robust savings and investment coaching program;
Lifestyle focused people transitioning life stages, providing cash back, benefits, and investment options;
Value-maximising early tech adopters, providing a higher interest rate and cash back.
Outcomes
We iterated multiple pricing scenarios mapped to 20+ mindsets to determine what products and services to include in Habitto’s future Premium tier offering.
Through this we identified distinct customer clusters we had high confidence would convert to a Premium tier:
Underserved women looking to build financial confidence, providing a robust savings and investment coaching program;
Lifestyle focused people transitioning life stages, providing cash back, benefits, and investment options;
Value-maximising early tech adopters, providing a higher interest rate and cash back.
Outcomes
We iterated multiple pricing scenarios mapped to 20+ mindsets to determine what products and services to include in Habitto’s future Premium tier offering.
Through this we identified distinct customer clusters we had high confidence would convert to a Premium tier:
Underserved women looking to build financial confidence, providing a robust savings and investment coaching program;
Lifestyle focused people transitioning life stages, providing cash back, benefits, and investment options;
Value-maximising early tech adopters, providing a higher interest rate and cash back.
Outcomes
We also designed an experiment to validate the prioritised services with active Habitto customers. This was developed through robust feasibility and viability workshops with the Habitto team, covering the detailed customer journey through to success metrics.
The pilot ran in October 2024, with both ‘Coach’ and ‘Premium’ tier advice product iterations in development before being rolled out to the full customer base. These efforts supported Habitto’s Series A funding round with investors, where they raised an additional US$11.7m.
Outcomes
We also designed an experiment to validate the prioritised services with active Habitto customers. This was developed through robust feasibility and viability workshops with the Habitto team, covering the detailed customer journey through to success metrics.
The pilot ran in October 2024, with both ‘Coach’ and ‘Premium’ tier advice product iterations in development before being rolled out to the full customer base. These efforts supported Habitto’s Series A funding round with investors, where they raised an additional US$11.7m.
Outcomes
We also designed an experiment to validate the prioritised services with active Habitto customers. This was developed through robust feasibility and viability workshops with the Habitto team, covering the detailed customer journey through to success metrics.
The pilot ran in October 2024, with both ‘Coach’ and ‘Premium’ tier advice product iterations in development before being rolled out to the full customer base. These efforts supported Habitto’s Series A funding round with investors, where they raised an additional US$11.7m.
Contributors
Fabric
Nico Leonard
Strategic Design Director
Ryoko Baba
Senior Strategic Designer /
Content Designer
Tomoko Saigan
Sustainability Strategist
Rebekah Cheng
Senior Strategic Designer /
Program Manager
Habitto
Liam McCance
Chief Creative Officer
André Bose do Amaral
Chief Product Officer
Samantha Ghiotti
CEO
Hikaru Yanagida
Lead Product Designer
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Fabric is collaborating with
Andersen Consulting
Nakame Gallery Street J4
2-45-12 Kami-meguro
Meguro-ku Tokyo 153-0051
Japan
Fabric is collaborating with Andersen Consulting
Nakame Gallery Street J4
2-45-12 Kami-meguro
Meguro-ku Tokyo 153-0051
Japan