For UNUM, first impressions mattered. Too many users signed up, downloaded the app, and then stalled without ever taking a meaningful action.
THE CHALLANGE
The onboarding experience was nonexistent — no lifecycle messaging, no prompts, and no direction. As a result, churn was extremely high, with new users dropping off before ever connecting social accounts or uploading content.
THE SOLUTION
Kalehaus built the full Day Zero Lifecycle Framework from scratch:
Immediate Day 0 push/email for new sign-ups.
Automated Day 1 follow-ups with conditional logic (different messages depending on action taken).
In-app nudges and emails designed to guide users toward high-value actions (connecting socials, uploading content).
Results:
Dramatically reduced early churn.
Increased Day 1 activation rates by driving users toward the actions that correlated with 50–75% higher retention.
Created a foundation lifecycle system UNUM could build on for long-term engagement.
