Curated offers that lifted revenue per user by 5%

Most members do not shop for "a personal loan" in the abstract. They arrive with a job to do: consolidate credit-card debt, cover an emergency, fund a project. Yet the marketplace greeted everyone the same way, with the same undifferentiated list, ignoring the context we already knew about them.

The first-loan audience matters disproportionately: they make up the majority of marketplace visitors and a large share of personal-loan revenue. Speaking to their actual situation was both a member-experience gap and a revenue opportunity hiding in plain sight.

Meet the member's reason for borrowing.

I designed a curated marketplace that surfaces contextualized offers reflecting a member's real situation, starting with the highest-intent use case: consolidating credit-card debt.

• Contextual header and framing for members with meaningful credit-card utilization, tying the offer to their outstanding balance so the value is concrete, not generic.
• Curated offers on top of the marketplace, adding relevant options and impressions where members were most likely to act.
• Use-case entry points such as debt-consolidation term pills, giving members a fast, self-directed way to shape the offer around their need.

Personalization only earns its place if the numbers hold up. I partnered with PM, Recsys, and analytics to ship the curated experience as a staged experiment, ramping from a smoke test through to a 50% read, with revenue per user and click-through as primary metrics.

• Read by segment rather than in aggregate: credit-card revolvers, score bands, and first-loan versus repeat borrowers, so we understood who the lift came from.
• Watched the trade-offs honestly: pushing curated content to the top nudged some engagement with the loan slider and PQ entry points down, and members who tapped the debt-consolidation term pill converted less efficiently downstream. Naming those effects kept the team from over-reading a headline.

The revenue result is the headline, but the durable insight is about method: personalization pays when it is tied to a real member job and measured by segment rather than averages. The honest trade-offs, softer slider engagement and less efficient term-pill converters, are exactly the threads I would pull next, refining who sees a curated experience and when, so the lift compounds instead of plateaus.