Case Study: The Motley Fool achieves a 9% reduction in churn and a 20% increase in key stock-buying actions with Chameleon

How The Motley Fool dramatically increased retention rates and reduced churn with Chameleon and Twilio Segment

The Motley Fool, a financial education and investing service best known for its Stock Advisor membership, needed to get new members to act on stock recommendations quickly and stay past a 30‑day membership‑fee‑back guarantee. Historically reliant on email onboarding, they found the first eight days were critical for whether members would engage and convert those recommendations into portfolio actions.

They deployed Chameleon’s no‑code in‑app Tours (integrated with Segment and SPA support) to onboard and nudge new Stock Advisor members toward key actions like favoriting and buying recommended stocks. Within weeks this targeted, on‑site guidance cut churn by 9% over 45 days, raised users taking key stock‑buying actions by 20%, drove a 39% increase in net cash per member, sped up experimentation, and reduced engineering overhead.

The Motley Fool

Nate Wallingsford

Head of US Marketing Operations & Optimization