Case Study: 4finance streamlines complex loan funnels and improves UX insights with Smartlook

Why are funnels for financial products so intricate

4Finance, one of Europe’s largest digital consumer lending groups operating in 13 countries and having issued €8 billion in loans, faced a UX challenge: highly complex, multi-path loan application funnels with up to five–six different resolutions that made it hard to see the big picture. After trying about ten analytics products, 4Finance chose Smartlook for its visual funnels, session recordings, console capture and GDPR-compliant analytics, plus automatically generated events that reduced the need for development support.

Smartlook’s funnels, recordings and auto-generated events allowed 4Finance’s UX team to quantify conversion rates, measure UX metrics (errors per task, time on task), catch bugs, and enable product and marketing teams to self-serve analyses. The implementation cut the development bottleneck on tracking, sped up investigation of user behavior, and improved monitoring of business KPIs (applications, loans, registrations), giving 4Finance faster, more actionable insights—thanks to Smartlook.

4Finance

Olegs Jarosevics

Senior UX Research