How removing choices from a screen, rather than adding them, turned around a declining conversion rate.
COMPANY
MFSG
YEAR
2026
Overview
The Loan Protection Plan (LPP) is an optional add-on Money Mart customers can purchase alongside their loan. For a small additional cost, it protects them if they lose their job, get into an accident, or face another major life event that makes repayment difficult. It's a product that genuinely helps customers in vulnerable situations, and it's also an important revenue line for the business.
Through the first half of 2025, LPP was performing well, and attach rates typically ran between 27% and 34%. That changed after a major app redesign consolidated the loan summary experience onto a single screen. Within weeks, attach rates began collapsing, eventually bottoming out at 7% in December 2025 and staying depressed through the first half of 2026.
Leadership's initial ask was to revert the loan summary to the old app's interaction model.
What We Overcame & Achieved
The redesign hadn't changed the product. It had changed how many decisions customers had to make at once.
The new app consolidated loan amount, loan term, and the LPP decision onto a single screen, with interactive sliders customers could adjust in real time. On paper, that looked like more flexibility. In practice, it meant customers were trying to minimize their monthly payment and decide on optional insurance at the exact same moment. When someone’s focused on cutting costs, an added cost is the easiest thing to say no to.
The previous app version, before the redesign, had handled this differently: it showed customers their maximum approved loan amount and term by default, and made the LPP decision the one clear choice on the screen. That version consistently performed better, which is exactly why leadership wanted to revert to it.
Rather than a blind rollback, I diagnosed why the old version worked and rebuilt that logic inside the current design system.
A full visual rollback would have meant abandoning the new app’s design language entirely, which would undo months of design system work to fix one screen. Instead, I compared the old and new experiences side by side to isolate exactly what made the older pattern effective:
Metric
Old app (worked)
New app (broken)
Decisions per screen
One at a time
Three at once (amount, term, insurance)
Loan terms
Defaulted to max approved amount and longest term
Customer had to adjust sliders before seeing anything settled
LPP decision
Clear yes/no choice, front and center
Competed for attention with loan calculations
The fix: keep the current app’s visual design, but restructure the flow. The main screen would default to the customer’s maximum approved terms and present LPP as the single, clear decision. Anyone who genuinely wanted to adjust their loan amount or term could still do so by tapping through to a separate screen, rather than having those controls compete for attention by default. Working with our UX writer, we also refined the LPP prompt language itself to match how our customer base actually thinks about cost and risk, rather than defaulting to generic insurance copy.
Before & After
The results were fast, and they held.
The fix released on June 2, 2026. In the two months prior, attach rates had been gradually climbing on their own, reaching 16% in April and 17% in May, but nowhere close to the original baseline. After launch:
Monthly attach rate jumped to 22% in June, then 25% in July, marking the first time since the original redesign that LPP performance approached its pre-crash levels.
Weekly opt-in peaked at 29% in mid-July.
Accepted policy volume nearly doubled, rising from 110 in May to 215 in July.
Cancellations stayed low post-launch (6-10% of accepted policies, June-August 2026).
Performance dipped to 20% in August before recovering to 25% in September, which serves as a reminder that a single design fix doesn’t produce a permanently flat line, but the metric held well above the single-digit lows and stayed in a healthy, stable band.
LPP Attach Rate Recovery
Month
LPP Eligible Count
Accepted LPP
Accepted LPP %
Cancel
Cancel %
2025 Jan
231
64
28%
20
31%
2025 Feb
261
72
28%
28
39%
2025 Mar
308
90
29%
24
27%
2025 Apr
304
102
34%
26
25%
2025 May
367
120
33%
35
29%
2025 Jun
349
117
33%
26
22%
2025 Jul
346
103
30%
27
26%
1st Redesign (App revamp)
2025 Aug
281
77
27%
15
19%
2025 Sep
201
21
10%
3
14%
2025 Oct
314
30
10%
4
13%
2025 Nov
319
41
13%
2
5%
2025 Dec
296
22
7%
1
5%
2026 Jan
342
40
12%
4
10%
2026 Feb
351
52
15%
1
2%
2026 Mar
358
52
15%
3
6%
2026 Apr
474
74
16%
5
7%
2026 May
635
110
17%
16
15%
2nd Redesign: Loan summary fix launched June 9, 2026
2026 Jun
731
158
22%
9
6%
2026 Jul
868
215
25%
21
10%
2026 Aug
863
177
20%
12
7%
2026 Sep
559
142
25%
4
3%
The Why and How
Cognitive load at the moment of commitment is a conversion killer.
The loan summary screen is the last major decision point before a customer finalizes their application and is already a high-stakes moment. Asking someone to calibrate their loan amount, choose a term, and evaluate optional insurance all in that same instant is too much. Most people default to the path of least resistance: skip the extra thing, keep moving.
Defaulting to maximum terms wasn't about pushing customers toward a choice. It was about removing a decision that didn't need to happen yet.
Presenting the maximum approved amount and longest term by default meant most customers who were satisfied with what they’d been approved for never had to touch a slider before reaching the question that actually mattered. Anyone who wanted something different was still one tap away from changing it.
A single fix doesn’t erase months of decline overnight, but it changes the trajectory.
Attach rates had already begun a slow, natural climb before this shipped, which meant the honest story wasn’t “one design change fixed everything”; instead, it was that the fix accelerated and then held a recovery that stalled improvement wouldn’t have reached on its own. Going from 17% in the month before launch to a stabilized 20-25% range afterward, alongside a near-doubling of policy volume and healthier cancellation rates, was the clearest signal that the diagnosis, rather than just the timing, was right.
Designing high-trust products that balance compliance, clarity and conversion.
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