Heap for Financial Services

Today's financial activities are conducted digitally. To compete, FinServ companies need digital experiences and products that are compelling and easy to use across all platforms - web, digital, and other. ‎ Heap helps financial services companies pinpoint the behaviors that turn visitors into customers and identify the greatest opportunities to expand customer share of wallet over time.

Crossplatform Journeys- FinServ

Bank on a complete understanding of cross-platform journeys

Users today have complex journeys that span mobile and web. It is essential for financial services companies to understand the impact of these cross-platform experiences.

With Heap, you can see how each platform and flow influences your users. Easily compare behaviors across your site, product, and mobile app. Get insight into user preferences by building clean segments and user cohorts.

Visualize your customer's journey using Heap's session replay. The path to building better customer experiences has never been clearer.

Analysis of effort for different user touchpoints on financial services website.

Transform your customer journey, from first account to a lifetime of transactions

Build the best digital experience for your customers by understanding how account holders engage with specific features. Heap’s Digital Insights Platform answers questions like:

  • Does sending a friendly reminder to link a bank account during account setup improve customer acquisition?

  • Does a feature tour powered by an in-app guide improve retention for new account holders?

  • How does the mobile experience affect cross-selling and upselling opportunities compared to web?

With each insight from Heap, FinServ teams move the big levers of growth: acquisition, conversion, retention, and expansion.


Heap enabled us to identify and eliminate friction in the customer experience. When Heap showed us how the fourth step in our funnel was broken we were able to make meaningful improvements that resulted in a seven-figure lift in new issued principal annually.

OppFi, Matt Gomes

Matt Gomes

Senior Director of Marketing

Illuminate- FinServ Example

Make smarter product investments

How does a product team know which investments will most move the needle? The answer: behavioral data. When you know which customer activities predict retention, engagement, and churn, and can segment your users, you know how to build to impact the business. Heap (plus Contentsquare) gives you a wealth of insights: product analytics, session replays, heatmaps, voice of customer, and more. Learn how Heap + Contentsquare helps you build better products.


Power an entire data ecosystem

Whether you are a small FinTech startup or a large global financial services company, Heap brings behavioral data into your existing tools so you can immediately act on the insights you uncover. Our many integrations are built to support you. Send data to best-of-breed customer engagement platforms to personalize cross-channel messaging based on user behavior. Bi-directionally link to SFDC. Heap Connect automatically moves behavioral data to your Snowflake, Redshift, or BigQuery instance, so you can do advanced analysis in your BI tool of choice.


We almost take it for granted now that every new feature that goes out has analytics on it so we can quickly see if people use it or not. That’s something we couldn’t take for granted a couple of years ago.

Joe Pfeiffer

Joe Pfeiffer

VP of Product

  • Etrade Logo

    E*TRADE's analytics team delivers insights with Heap

  • Northwestern Mutual becomes data-driven with Heap

  • Esurance saves $225K a month using Heap