The problem
Chile’s savings rate is 8.94%. 94% of that is obligatory pension contributions. Most Chileans, especially millennials, aren’t voluntarily saving anything. Not because they can’t, but because they don’t know where or how to do it, and their money sits idle in a bank account earning nothing.
The opportunity wasn’t to convince people to save. It was to remove every barrier between intent and action.
Research
- In-depth interviews: 13 participants: 5 women and 8 men, ages 29–61
- Surveys: 273 participants: 120 women and 151 men, ages 19–69
- Hypothesis validation on Instagram: 20,300 reach · 257 clicks · 75% of users were 25–45 years old
- Other activities: Business model canvas workshop · Empathy mapping · Branding · UI · Wireframes · Benchmark · Personas
Key insights
- 84% would like to save or invest through one click
- 90% would have a money market-type checking account that earns daily
- 94% would save and/or invest if it could be done from $1
Validation campaign
We ran an Instagram campaign to test market demand before building anything. The success KPI was a 15% email registration rate from people who landed on the page.
- 36.55% conversion rate
- 57 registered emails
- 165 unique visitors
Outcomes
36.55% email conversion
57 registered emails out of 165 unique visitors, well above the 15% KPI set for the validation campaign.
Validated demand
The Instagram campaign reached 20,300 people and generated 257 clicks, confirming real interest in a simpler savings product.
Clear product direction
Research converged on three non-negotiable features: one-click saving, daily returns, and starting from $1.
Results
Here are some screens from the app.
