Case Study: LendingClub achieves thousands more customers served and 78,400 labor hours reallocated with Heap

How LendingClub serves more customers with data insights

LendingClub, the world’s largest online credit marketplace that has facilitated over $18 billion in loans, needed better analytics to support conversions, A/B testing, and data democratization across a 1,000+ person organization. Their legacy web analytics lacked accuracy and flexibility, couldn’t answer event-sequence questions (e.g., "for X, how many did Y"), and required pre‑tagging new pages, leaving critical user-friction points—like validation errors in the loan flow—undetected.

By implementing Heap, the Product Analytics team quickly captured event-level data without extensive tagging, used it to identify and prioritize validation errors, and combined raw Heap exports with Redshift and internal user data for richer A/B testing and persona analysis. The changes reduced meetings and sped decisions, helped serve thousands more customers, and enabled the team to reallocate 78,400 labor hours while lifting principal loan volume.

Lending Club

Alan D’Souza

Director of Product Analytics