2 · The 10M Opportunity
Of the 35M people who have already installed CRED, who can we actually win?
Active, lapsed and not-yet-qualified members, compared by card ownership, credit score and engagement.
Pick your groups
Three groups, sized off the CRED funnel
Drilldown
Where does this group sit against the 750 gate?
ActiveLapsedNot yet qualifiedBar length is people, in millions. Percentage is the share of that group.
Click a bar group for the working behind it.
The takeaway
Where the next members actually come from
Lapsed members
10.1M clear the gate today. About 6.0M of those still have the app, so a push reaches them for nothing; the rest need paid media.
Not yet qualified
2.0M clear the gate today. About 2.0M of those still have the app, so a push reaches them for nothing; the rest need paid media.
Active members
11.0M to hold on to. 15% of them have gone quiet for 90 days and are the next lapsed cohort.