How GreenFi 2x'd open, click, and conversion rates with Send Time Optimization

GreenFi (formerly Aspiration), a Los Angeles-based fintech leader, provides a socially conscious digital banking alternative designed for the modern, eco-conscious consumer. At the heart of GreenFi is a mission: empowering its customers to grow their wealth while actively healing the planet.

Central to this mission is the “Dimes Worth a Difference” program, where GreenFi commits ten cents of every dollar it earns to charitable organizations focused on expanding economic opportunities and environmental stewardship. Unlike traditional institutions that may fund fossil fuel projects, GreenFi structures every product—from automated carbon offsetting to sustainable investment tools—with climate action and social equity as the primary objectives.

To maintain a transparent and impactful relationship with its users, GreenFi utilizes a sophisticated mix of email and mobile push notifications. After outgrowing the capabilities of its previous marketing stack, GreenFi turned to Iterable to create a unified, personalized cross-channel experience. This transition allows them to deliver the right environmental impact data and financial insights to their customers at exactly the right moment.

To engage with their customers at the right moment, GreenFi leverages Iterable’s Send Time Optimization (STO), which applies machine learning to automate and personalize the optimal send time for each unique recipient. Powered by Iterable AI, STO has enabled GreenFi to more than double open, click, and conversion rates.

Prior to STO, the GreenFi team tested and tweaked campaign send time in order to optimize for engagement. While tailoring send time to the segment or time zone improved engagement, it lacked the ability to continuously learn, adapt and personalize send times across channels at scale.

The first time the GreenFi team applied STO to a campaign, they saw an immediate increase of over 100% in open and click rates. By analyzing historical engagement data and weighting more recent engagement signals, Iterable STO predicts the optimal send time for each unique individual. 

“When I first saw the results of the campaign with STO, I was truly shocked. I assumed we’d see some percentage lift in engagement, but more than doubling engagement across the board (opens, clicks, and conversions) was astonishing.”

Following the success of the campaigns, GreenFi introduced STO to its journeys. They ran an STO experiment in Studio designed to increase engagement with low-engagement users. The results showed a 27% increase in open rates of customers who received the STO-enabled email compared to the control group. 

Looking to the future, the GreenFi team will continue to seek out AI-driven solutions to improve performance beyond what they could ever do on their own. 

“Even with the largest, most technical marketing team, I could never match the results we see with Iterable AI.” – Boris Savoie Doyer, Head of CRM, GreenFi