10 · Growth Playbook

What do we actually do, and what is it worth?

Expected actives recompute from the conversion assumptions. Move them and the ranking changes.

Plays on the board

Across product, growth and marketing

Expected actives if all run

modeled

3.55M

46.3% of the headroom

Headroom remaining after

modeled

4.1M

Cardholders still untouched

Calculator

Play table

modeled

Play	Segment	Lever	Channel	Owner	Reach	Conversion	Expected actives
#1Credit-graduated re-invite They already wanted in and were turned away; the only barrier left is knowing they qualify.	Credit-graduated	Soft-pull re-check and personal "you're in" message	SMS, WhatsApp, push	Growth	6.0M	14.0%	0.84M
#2Lapsed win-back Cheapest addressable pool: they installed once and the product has changed since.	Lapsed prime	"What's new" creative to uninstall cohorts	Meta custom audiences	Growth	9.0M	7.0%	0.63M
#3Co-brand stacking Loyalty sits with the partner, not the issuer — ride it instead of fighting it.	Co-brand shopper	Stack CRED rewards on co-brand spend	Partner apps, in-app	Product	5.5M	11.0%	0.60M
#4Young high earner path Thin files fail the gate today and become prime members within two years.	Young high earner	Credit-building path and UPI on credit	Instagram, LinkedIn	Product	3.5M	16.0%	0.56M
#5SBI Card push SBI is the fastest-growing card base and the weakest CRED penetration.	PSU / tier-2 carder	Vernacular creative and SBI-specific reminders	Vernacular YouTube, ShareChat	Marketing	9.5M	5.0%	0.48M
#6Bank-app switchers The largest pool is habit, not loyalty — it needs a switching reason before media.	Virgin prime	Multi-card due-date view and hidden-charge detection	Product, YouTube, Meta	Product	11.0M	4.0%	0.44M

Sequencing

1.95M actives

High impact, low effort — campaigns you can ship with what already exists.

0.44M actives

High impact but real build effort — start scoping now.

1.17M actives

Cheap to run, modest return. Useful between bigger pushes.

0.00M actives

Expensive and unproven. Revisit once the survey lands.