LivWell: Wellness and insurance platform, aimed to make health engagement rewarding

Key Insight

LivWell, a wellness and insurance platform, aimed to make health engagement rewarding. However, despite strong downloads, users weren’t completing the onboarding process. Many stopped midway before linking their fitness trackers or exploring the benefits dashboard.

Propel uncovered the gap — the onboarding journey lacked motivation and personalization. The solution: re-engineer the user lifecycle to convert early curiosity into habit-driven activation.

Solution Snapshot

Propel designed a high-converting onboarding flow focused on progressive motivation and smart nudges.

1. Motivational Messaging Framework

Layered health benefits with gamified progress cues.

2. Behavior-Based Automation

Triggered emails and push notifications according to user activity.

3. Onboarding Flow Redesign

Simplified the setup process to minimize cognitive friction.

4. Feedback Loops & Iteration

Continuously optimized messaging through data-led insights

Challenge

LivWell’s app had great intent from users but low completion of critical first steps.

• Only a fraction of users linked their fitness devices.
  
• Users dropped off during onboarding setup screens.
  
• Messaging didn’t clearly highlight the tangible rewards of completing onboarding.
  

The challenge was to help users connect faster, understand the benefits sooner, and stay motivated longer.

Approach

Propel mapped every user journey from install to activation, then layered behavioral cues throughout:

• Milestone Mapping: Defined micro-goals — registration, device link, reward claim.
  
• Nudge Sequencing: Timed pushes and emails to remind users at key drop-off moments.
  
• Emotional Triggers: Integrated encouragement, social proof, and quick wins into communication.
  
• A/B Testing: Optimized message tone and CTA positioning to drive faster completion.
  

This approach transformed the onboarding experience from transactional to emotionally rewarding.

Solution

Propel implemented a 3-phase onboarding lifecycle powered by Customer.io:

1. Day 1–2: Welcome and goal-setting push/email introducing LivWell rewards.
   
2. Day 3–4: Nudges to link fitness devices with clear benefit visualization.
   
3. Day 5–7: Follow-up campaigns showcasing member success stories and reward claims.
   

Each message aimed to move users one step closer to activation while reinforcing value at every stage.

Result

A motivation-driven onboarding redesign, layered with behavior-based nudges, turned LivWell's early curiosity into consistent, habit-forming engagement.

Conclusion

By connecting purpose to personalization at every step, LivWell turned onboarding from a drop-off point into a launchpad for long-term engagement.