Acquisition & flow planning
An enquiry is a start.
Fit is the next question.
Financial-service acquisition work connecting campaign enquiries with eligibility and lead-quality considerations.
More forms would not settle who could progress.
The commercial question was whether campaign enquiries matched the offer and could move into a useful conversation. Eligibility and lead quality needed to sit alongside cost per enquiry.
The scope included Meta acquisition work, cost and quality tracking, and planning for an OTP-based verification flow.
Design the qualification deliberately.
- Audience. Relate campaign communication to the relevant prospect.
- Response. Capture interest through an understandable offer.
- Quality. Review fit alongside acquisition cost.
- Verification. Consider a verification step and its effect on the journey.
A verification concept is not a deployed system.
The OTP flow belongs to the planning scope. The available record does not establish its production implementation, its effect on conversion, or any improvement in approved business.
Verification can address one problem without resolving another. A reachable person may still be ineligible; eligibility criteria still need to come from the provider.
What this work demonstrates.
The approach treated lead quality as part of acquisition design rather than an objection raised after delivery. No loan approval rate, financial return or cost improvement is claimed here.
Connect acquisition with qualification.
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