The Ledn Project
Ledn had a substantial customer base spanning multiple loan products and stages of activity. We brought behavioural data, loan activity and customer lifecycle stages together to create a clearer framework for understanding where customers were in their journey and how CRM could respond.
01 — Understanding the customer lifecycle
Creating meaningful customer segments
We defined distinct lifecycle stages across USDC, B2X and Bitcoin-backed loan customers, using real customer behaviour to establish active, lapsed and dormant segments. This created a consistent framework for understanding customer status across different products and activity patterns.
02 — Finding the opportunity in the data
Using behaviour to uncover growth opportunities
We analysed loan and deposit behaviour to understand how frequently customers returned, when activity began to slow and where significant dormant audiences existed. The analysis provided a data-led foundation for shaping future retention and re-engagement activity.
03 — Building the strategy around behaviour
Making every lifecycle stage actionable
With clear customer definitions and behavioural insights in place, we created the foundations for lifecycle strategies tailored to each segment. This enabled CRM activity to become more relevant to the customer's position, product relationship and likelihood of returning.
The Result? From customer data to lifecycle intelligence.
Clearer segmentation. Deeper behavioural insight. A stronger foundation for personalised lifecycle marketing and customer re-engagement.