I led the product workstream for a RESL Loyalty Leads System focused on mortgage renewals. The system proactively identified customers approaching renewal, scored retention risk, and delivered personalized outreach including rate comparisons and tailored solutions. By coordinating offers, adviser engagement, and digital self-serve journeys, the program materially reduced attrition at renewal and helped the organization retain over $2B in mortgage balances through improved retention strategies and timely interventions.
Highlights
- Owned segmentation & retention strategy.
- Built predictive models for churn/risk.
- Prioritized high-impact customers for outreach.
- Designed omnichannel outreach (email, calls, portal).
- Partnered with pricing & compliance.
- Measured LTV impact and reported retention savings.
Impact
- Contributed to retaining >$2B in mortgage balances.
- Retention rate lift for targeted cohorts.
- Lowered cost per retained mortgage vs. acquisition.
- High conversion of renewal offers.
- Increased advisor-assisted saves.
Tech / Architecture
- Data Warehouse for customer & product data.
- ML Models for churn/risk scoring.
- Integration with CRM & Advisor Tooling.
- Communication Gateways (Email/SMS).
- Offer Management System (Dynamic/Compliant).
Key Artifacts
Cohort Retention Charts
Analysis showing retention lift and LTV impact.
Artifact
Personalized Renewal Flow
Visual of the customer journey for a renewal offer.
Artifact
Advisor Dashboard
Screenshot of the advisor's view of prioritized leads.