The Financial Blueprint: How Brigit Scaled Personalization to Drive 4x Higher Activation

Brigit is a financial health app dedicated to helping its 9 million+ members build a brighter financial future. By providing access to instant cash, credit monitoring, and smart budgeting tools, Brigit connects users to the information and resources they need to improve their financial well-being. The platform focuses on delivering value-driven experiences that empower users to manage their money with confidence and flexibility.

Brigit faced significant hurdles in maintaining user engagement without driving fatigue. The team struggled with a newsletter strategy where unsubscribes frequently outpaced clicks, yet business requirements dictated that the sends could not be paused. Additionally, critical communications, such as approval emails for cash advances and re-engagement SMS, lacked the urgency and relevance needed to convert. Beyond engagement, Brigit faced high operational expenses, particularly SMS costs, that weighed on the marketing budget and limited the team’s ability to scale outreach efficiently.

To overcome these barriers, Senior CRM Manager Jiangyi Wang launched an ambitious strategy within her first 90 days at Brigit: fully utilize Iterable’s feature set to turn rapid tests into scalable customer lifecycle improvements. Her approach centered on personalization at scale, highlighting user-specific value propositions—such as approved cash amounts—that were missing from prior communications. By using Iterable AI, Jiangyi optimized the channel and targeting to ensure every message felt human and relevant. 

Use Case: The Hyper-Personalized Re-Engagement Engine

Brigit transformed low-performing newsletter and cash advance sends by replacing generic copy with dynamic, user-specific hero headers:

Experiment 1:

By replacing generic newsletter copy with dynamic personalization, Brigit surfaced each user’s specific approved cash amount directly in the hero header. This shift transformed a low-performing educational send into a high-value engagement tool, triggering a 208% increase in email click rate while keeping unsubscribes flat at 0.4%. These insights proved so powerful they were applied across other journeys, resulting in a 4x higher activation rate in subsequent flows.

Experiment 2:

The initial “Instant Cash” approval email originally relied on vague messaging that lacked urgency. Brigit replaced this static copy with data-driven hero content; instead of a general “You qualify” message, the treatment surfaced the exact approved dollar amount (e.g., “You’re approved for $310!”) directly in the header. This immediate clarity on value led to a 16% activation lift, translating into thousands of incremental activations.

To improve performance for users not yet approved for cash, Brigit A/B tested urgency-driven SMS against “commitment-free” copy (e.g., “Cancel anytime”). By addressing specific user pain points around trust and financial flexibility, this shift drove a 63% increase in conversions compared with generic promotional messages. Beyond engagement, Brigit focused on technical efficiency by using Iterable to identify and remove UCS encoding characters in SMS templates. This small technical adjustment optimized message length and slashed messaging costs by approximately $5,000 per month—resulting in $60,000 in annual SMS savings.

To protect the user experience and reduce channel fatigue, Brigit implemented Channel Optimization to intelligently select between email and push notifications based on individual user preferences. By prioritizing the channel where a user is most likely to engage—rather than sending across all channels simultaneously—Brigit significantly reduced the risk of unsubscribes. Preliminary data suggests this “user-first” delivery strategy is successfully retaining approximately 500 members per newsletter send who might have otherwise unsubscribed.

Jiangyi’s leadership has fostered a cycle of continuous learning that now fuels Brigit’s cross-functional alignment between product, data, and engineering. As she explained, “Innovation isn’t just about creative messaging—it’s also about spotting hidden efficiencies”. Brigit’s journey is a masterclass for global brands: by prioritizing data activation and bold experimentation, they have converted a complex financial network into a streamlined engine for meaningful connection.