Consumer fintech · Paycheck-to-paycheck · Demand validation

Earned-wage access, validated through 567 form-fills.

A Citi D10X concept testing earned-wage access for paycheck-to-paycheck workers. 567 form-fills validated demand. A pricing test surfaced the split between subscription ($5.95 per month) and per-use ($4) preferences.

Challenge.

Earned-wage access lets workers draw down accrued but unpaid wages before payday. The product hypothesis was that paycheck-to-paycheck workers would pay for that liquidity. The decision Citi brought us was: which pricing model (subscription or per-use), at what audience cut, and through which acquisition channel.

Approach.

• Demand test on an unbranded landing page, paid acquisition targeting paycheck-to-paycheck audiences.
• Pricing test built into the funnel, two variants of the value-prop landing page split-tested $5.95-per-month subscription against $4-per-use.
• 567 form-fills over the engagement window provided sample-size for the comparative reads.

Outcome.

• Demand validated at scale, 567 form-fills.
• Pricing split documented, audience preference distributed between subscription and per-use, enough signal to inform the eventual product pricing decision.

Methodology lessons.

• Pricing tests inside the demand-test funnel work for any product with a discrete pricing model question, when the form-fill volume can sustain the cell-size for both variants.