Multiple SIPs + Targets

~90% of users who set up a SIP never came back to check on it. It ran in the background like a forgotten autopay — no connection, no reason to return. Activation was low and quiet churn was a persistent problem.

The bet was that adding meaning — not more features — was the real lever. Users didn't need more SIP options; they needed a reason to care about the one they already had.

• 01Enabled users to run multiple SIPs at once, each set up and managed independently.
• 02Designed the Targets feature: users can attach what they're saving for to each SIP — a trip, a wedding, a new phone — giving the SIP an identity beyond 'monthly debit'.
• 03Built target naming directly into the SIP setup flow — zero friction between 'create SIP' and 'name what it's for'.
• 04Created a dedicated view so users can see all their SIPs and what each one is working toward at a glance.

25% more users started a new SIP in the weeks after launch. Users who named a target engaged more than those who didn't. The feature is live and being actively tracked — early signals are directionally strong.

The feature that drives retention isn't always the one with the most technical complexity. Sometimes it's just giving users a reason to feel something about what they're doing with their money. A target did that.

Target amounts and progress tracking are the natural next step — users can name what they're saving for today, but can't set how much it'll cost or watch themselves get closer. That's the piece that would complete the habit loop.