Frontier is building AI-powered consumer financial products, with growth driven through owned surfaces like the Frontier app onboarding flow, lifecycle messaging, referral prompts, and paid acquisition landing pages. The company has early product-market fit in a few core user segments, but leadership wants to separate campaigns that create lasting user value from those that only pull demand forward.
A recent Frontier growth campaign drove a 28% increase in weekly new account activations and a 19% lift in first-week transactions. However, 6-week retention for campaign-acquired users is only slightly above baseline, and some users appear to engage heavily during the incentive window and then go inactive. The Growth, Product, and Finance teams disagree on whether the campaign should be scaled, redesigned, or shut down.
You are the Product Growth Analyst partnering with the PM for Frontier's activation and retention surfaces. Your task is to assess whether this campaign is creating durable product value or just temporary spikes in top-of-funnel and short-term engagement.