Suppose GCash wants to increase adoption of GSave among young professionals. What are the top three things you would do to drive that growth? Walk me through your thinking.

Situation

In my interview preparation, I analyzed GCash's GSave feature and noticed it had low active usage among my peers despite high GCash adoption for transfers. I saw an opportunity for growth.

Task

I needed to propose a practical, creative plan to boost GSave sign-ups and active usage among young professionals aged 22 to 30, focused on behavior change.

Action

First, I'd partner with popular lifestyle apps like food delivery or ride-hailing to offer GSave cashback or bonus interest for linking accounts, creating a low-effort incentive. Second, I'd introduce a goal-based savings feature within GSave, where users set a target (e.g., concert ticket, travel fund) and can share it socially to let friends contribute, tapping into social dynamics. Third, I'd run an educational campaign on TikTok and Instagram with relatable influencers demystifying savings and comparing GSave's interest rate to traditional banks. I'd also streamline the onboarding and use in-app notifications to nudge users after they receive large transfers.

Result

If implemented, I'd project a meaningful increase in GSave sign-ups within a few months, based on similar campaigns by regional fintechs, measured via app analytics. This plan balances immediate incentives with long-term habit formation.