Thrivent Account Creation & Purchases
As a Product Owner at Thrivent, I led digital initiatives to modernize account creation and delegated access experiences for our financial services platform.
Client
Thrivent
Service Provided
Product Management, Product Delivery, Insurance, Mutual Funds
The Goal:
Drive user growth, improve self-service capabilities, and increase engagement through strategic re-registration campaigns and enhanced delegated access features.
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The Challenge:
Navigate legacy system limitations, fragmented user journeys, and low adoption of newly introduced features—all while aligning cross-functional teams and prioritizing user feedback.
2
The Result
Spearheaded a critical re-registration initiative, driving 60K net new Digital Account activations (+18%) in 6 months by migrating users from a legacy Mutual Fund platform.
Scaled Delegated Access adoption from 50 to 3,000 users in under 10 months through user-driven enhancements and agile iteration—resulting in a Customer Effort Score (CES) of 4.8/5.
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