Heap for Financial Services

Now that financial services are transacted online, companies need to offer compelling digital experiences and product offerings that are discoverable and easy to use.

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.


Over 8,000 companies expand share of wallet with Heap

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The Heap Digital Insights Platform is comprised of three integrated layers to power insights generation that fuels business success. Built on top of a complete and trusted Data Foundation, the Insights layer powered by Heap Illuminate mines customer data and reveals hidden friction and optimization opportunities. The Actions layer provides direct integrations to third party systems to automate customer engagement as well as downstream analysis in the cloud data warehouse of your choice.

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?

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

LendingClub Logo

We wanted to answer questions like, ‘how many people took x, y, z actions in this order.’ For that, we needed a better, more flexible tool.

Alan D'Souza, Director of Product Analytics

Alan D’Souza

Director of Product Analytics

Maximize conversions and increase customer lifetime value

Illustration of Heap Illuminate providing a step suggestion during a site's conversion flow.

Surface the opportunities that matter most, faster than the competition

In financial services, user flows are often complicated, and you need to quickly and fully understand which paths customers are taking through your digital experience — and why.Heap uses powerful data science to bring hidden friction and opportunities to light, so you can optimize your funnel and accelerate your business.


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

Democratize insights through self-service analytics

Don’t let limited engineering resources or messy tracking plans block your organization from game-changing insights.

Heap automatically captures most customer interactions, and even non-technical teams can manage a complete set of user events, without ever touching the codebase. Visualize your customer's journey using Heap's session replay. The path to building better customer experiences has never been clearer.


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


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.

Heap Activate automatically integrates with best-of-breed customer engagement platforms to help you personalize cross-channel messaging based on user behavior.

Heap Connect automatically integrates behavioral data with your Snowflake, Redshift, or BigQuery instance, so you can do advanced analysis in your BI tool of choice.

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    E*TRADE's analytics team delivers insights with Heap

  • Northwestern Mutual becomes data-driven with Heap

  • Esurance saves $225K a month using Heap

What are you waiting for?

Getting started is easy

Start today and elevate your analytics from reactive reporting to proactive insights.