OVERVIEW
What is SAVii?
SAVii is one of the Philippines’ leading financial wellness platforms, offering salary-linked loans and other financial products to employees.
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PROBLEM
Employees needed smaller, faster credit — and SAVii wasn’t providing it
Despite Savii’s existing loan offerings, employees often needed smaller, faster-access credit options (e.g., for daily expenses or emergencies).
This unmet need drove many users to competitors such as TendoPay and GCash, which provided micro-loans disbursed in under 24 hours, leading to user drop-offs and revenue loss for SAVii.
BRIEF
To build a scalable, E2E credit experience that makes small, short-term loans faster to access within SAVii’s product ecosystem.
APPROACH
Two bets to reduce friction and drive conversion
We focused on two parallel workstreams — one structural, one behavioral — that together made the InstaFunds experience feel fast, trusted and worth completing.
1
Redesigning the Application Flow
Streamlined the journey into Activation → Withdrawal, reducing friction and effort for users seeking small-ticket credit.
2
Increasing Conversion Nudges
Added contextual prompts and upfront credit visibility across key touchpoints to guide users through the flow and improve completion rates.
01 — REDESIGNING THE APPLICATION FLOW
12 steps. For a small loan.
The current flow spanned 5 major steps, with nearly 12 substeps nested within just two of them. For users seeking small, quick credit, this felt unnecessarily long and repetitive.
Reducing friction with a two-part funnel
Activation captures only the essential information needed to verify the user and set their quick-credit eligibility.
Once activated, Withdrawal becomes a fast, low-effort step where verified users simply add bank details and access funds instantly.
02 — INCREASING CONVERSION NUDGES
Contextual prompts that reduce drop-off at every step
SAVii launched InstaFunds selectively — only in companies where small-credit competitors were strong. So every touchpoint had to work harder to keep users in the flow.
PRODUCT STRATEGY
InstaFunds shouldn’t overshadow the flagship
SAVii’s flagship product, Salary Loan, is its primary revenue driver. While InstaFunds helped the company stay competitive in small credit, it was essential that the new experience supported Salary Loan, not diverted demand.
So we positioned InstaFunds as a fast, small-ticket option, while intentionally steering eligible users toward the Salary Loan for bigger needs.
Turning drop-off moments into upsell opportunities
Based on my review of the user journey, I mapped the moments where low credit limits could cause drop-offs and recommended adding contextual Salary Loan nudges across these screens to retain users.
IMPACT / SUCCESS
One Solution, Two Products
The redesigned experience drove strong adoption from launch, validating the strategic direction. Based on these results, SAVii’s leadership expanded the approach to a second credit product called Early Wage Access (EWA), effectively turning a single initiative into a scalable framework across their lending portfolio.
REFLECTION
Little wins from this project
They were highly impressed with the visual quality of the work, leading them to request similar visual revamps across other SAVii products.
This project reinforced a key lesson for me: no idea is too small. The upsell strategy was born from what started as a casual suggestion during the cancellation flow — a moment where users were likely dropping off due to low credit limits.
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