Case Study: Brightside achieves a 30% increase in new account opens and a 55% reduction in verification costs with Mixpanel

Mobile-first banking app, Brightside, increases new account opens by 30% in less than six months with Mixpanel

Brightside is a mobile‑first challenger banking app from Alberta (part of ATB Financial) focused on making saving and banking simple. When Brightside launched an online account‑opening flow they found only 50% of users completed it — well below their 70% target — and needed to quickly improve conversion given a limited Alberta addressable market.

Using Mixpanel Funnels to pinpoint drop‑offs, the team discovered address‑related issues (PO boxes and rural addresses) in the Personal Information step, refocused messaging and targeting toward urban users, and raised completion to 85% (a 30% lift) in under six months. They also A/B tested a cheaper photo‑ID verification vendor, promoted that option in the UI, and cut verification costs by 55% while maintaining conversion rates.

Brightside

Scott Cormier

Growth Lead