Conner Monsées 02 · Savings Goals
Cash App, Savings Goals2024–2025

One balance.

Role
Only designer
Surfaces
Savings, Transfers, Round Ups
Tested as
Three A/B tests
Timeline
2024–2025
Overview
Problem
Savings made it easy to start saving, in a way many customers couldn’t elsewhere. But many lived close to the edge, and ease of use didn’t change their finances: money went in, then came right back out. People chose Savings because it was simple, so nothing we added could cost them that.
Opportunity
Get people to put more money into Cash App, with Savings as the vehicle, and keep it there. Savers are hard to win, slow to leave and worth several times more, and their balances build sticky, valuable primary banking behaviors.
Solution
Test which levers might change that, with customers, then build the one that won: goals inside one Savings balance, wired into paychecks, Round Ups and transfers, without changing Savings for anyone who doesn’t use goals.
What shipped
After: Savings with goals for Mexico and Gift for Will, each with progress, and Set another goal
Goals
After, without goals: Savings at $421.50 with Add money and Withdraw, a Set a goal row, Grow your savings with Round Ups and Paychecks on, and Activity
No goals
After: the Mexico goal at $1,000.00, Goal met!, with Update goal and its own activity
Goal met
After: Amount screen shows $100.00 available in Cash balance
Transfers
Paychecks for one goal: 20% of each paycheck to Mexico, $301.85 monthly, picked from 1%, 5%, 10%, 15%, 20% or a custom amount
Paycheck to a goal
Paychecks: 20% of each paycheck split across savings goals, 5% each to Savings, Anniversary dinner, Gift for Will and Mexico
Paycheck split