Wealth · Women-and-investing · Demand validation

Women-and-investing demand, measured on $2,500.

A Citi D10X concept testing a community-plus-expert-advice format for women aged 25 to 45. 37 conversions at $62.78 cost per lead on a $2,500 paid-acquisition budget across Facebook, Instagram, and Google.

Approach.

Two phases: a Seed 1 qualitative discovery sprint that ran fifteen 45-minute customer interviews plus secondary research to validate the underlying problem and define the solution direction; and a Seed 2 quantitative demand test that put a value-prop landing page in front of paid traffic to measure who actually clicked, engaged, and signed up. The unbranded test domain isolated the proposition from Citi-brand drag in a category where the brand's halo and drag both bias signal.

Outcome.

• Demand validated at 37 conversions across $2,500 of paid acquisition spend.
• $62.78 cost per lead at the campaign close, competitive for a financial-advice category targeting women.
• Persona refined, the qualitative phase narrowed the original three-income-band target.
• Source for the broader women-and-investing thesis Citi continued to revisit in later D10X concepts.