# Origamy playbook spec v1. Reference: /playbooks/spec-format/ spec_version: 1 id: fintech.activation title: First transaction activation sector: fintech source: kind: synthesized notes: >- No fintech has built this with us yet. Written from the KYC nudge and the trial-to-paid playbook: a few days of helpful tips after verification, a longer how-to email, and a call only for the customers worth the time, all stopping the moment the first transaction happens. The messages follow common fintech safety practice: they only point to the app and never ask for a PIN, one-time code, password or card number. derived_from: lending.kyc-nudge vocabulary: person: customer people: customers group: team summary: >- Customers who passed verification but haven't made a first transaction get a tip the next day, a how-to email three days after that, and, if they are high-value, a call from your support team. It all stops as soon as they transact. A weekly report shows how many signed up, verified and transacted. when_to_use: - You run a wallet, neobank, savings or payments app, and many customers verify but never fund the account or send money. - Your app sends events when someone signs up, passes verification and makes a first transaction. - A support or onboarding team can spend time on your most valuable new customers. requires: data_in: - how: app_events what: "Your app sends the sign-up, verification-approved and first-transaction events." - how: csv_import what: "No developer yet? A daily CSV of those three events can be uploaded as Events. Reminders then start from the day the file is uploaded, so they arrive later than with live events." channels: - channel: sms for: The first tip needs: An SMS provider, or Origamy managed SMS after business verification (KYC). - channel: push for: The first tip, instead of SMS (optional) needs: Your app set up for push notifications. - channel: email for: The how-to email needs: A verified sending domain for {{ params.email_from }}. events: - "{{ params.signup_event }}" - "{{ params.kyc_event }}" - "{{ params.first_transaction_event }}" traits: - "{{ params.tier_trait }}" - activation_call parameters: - key: org_name ask: true question: What should messages call your company? label: Company name type: string example: Northwind Pay - key: app_url ask: true question: Where should messages send people? (your app or a deep link) label: App link type: url example: https://app.yourcompany.example - key: support_team ask: true question: Which team calls high-value customers who haven't transacted? label: Support team type: team_name default: Customer support - key: high_value_tier ask: true question: Which value of your customer tier marks the high-value customers who should get a call? help: Your app sets a tier on each customer (see the tier trait below). Only this tier gets a call. label: High-value tier type: string default: premium - key: first_transaction_event ask: true question: Which event means a customer made their first transaction? label: First transaction event type: event_name default: First Transaction - key: signup_event label: Sign-up event type: event_name default: Signed Up - key: kyc_event label: Verification approved event type: event_name default: KYC Approved - key: tier_trait label: Trait that holds the customer tier type: trait_key default: tier - key: use_push label: Send the first tip as a push notification instead of SMS type: boolean default: false - key: call_due_hours label: Hours the support team has to make the call type: hours default: 48 - key: email_from label: Sender address type: email default: "{{ workspace.default_sender }}" - key: timezone label: Time zone for the report type: timezone default: "{{ workspace.timezone }}" - key: report_cron label: Weekly activation report type: cron default: "0 8 * * 1" - key: greeting_fallback label: Greeting when a first name is missing type: string default: there timings: - "Day 1 after verification: a tip by SMS (or push), if they haven't transacted." - "Day 3: a how-to email, if they still haven't." - "Day 7: a call task for {{ params.support_team }}, due in {{ params.call_due_hours }} hours, only for customers whose tier is {{ params.high_value_tier }}." - Everything stops as soon as {{ params.first_transaction_event }} arrives. - "Weekly activation report: {{ params.report_cron }} in {{ params.timezone }}." customer_must: - "Send {{ params.signup_event }}, {{ params.kyc_event }} and {{ params.first_transaction_event }} from your backend, with the customer's phone number and email as traits." - "Set the {{ params.tier_trait }} trait on each customer with an identify call (for example standard or {{ params.high_value_tier }}). Without it no call tasks are created." - "Never ask for a PIN, one-time code, password or card number in a message or on a call. None of these messages does, and each says so. Tell your support team the same, and publish on your site and in the app that you never ask for them, so customers can spot fakes." - Add people to the {{ params.support_team }} team. - If you use push, send the app's push token to Origamy through your SDK. Otherwise connect an SMS provider or finish business verification. - Verify the sending domain, switch the follow-up and report on, and test with your own account. objects: - ref: team_support kind: team about: Calls high-value customers who haven't transacted; gets the weekly report. body: { name: "{{ params.support_team }}" } - ref: seg_waiting kind: segment about: Verified in the last 14 days, no first transaction yet. body: name: Verified, no first transaction description: "{{ params.kyc_event }} in the last 14 days and no {{ params.first_transaction_event }}." segment_type: dynamic status: active definition: operator: and conditions: - { type: event, event_name: "{{ params.kyc_event }}", cond_operator: has_done, time_window: 14d } - { type: event, event_name: "{{ params.first_transaction_event }}", cond_operator: has_not_done, time_window: 14d } - ref: seg_activated kind: segment about: Verified in the last 14 days and made a first transaction. body: name: Verified and transacted description: "{{ params.kyc_event }} and {{ params.first_transaction_event }} in the last 14 days." segment_type: dynamic status: active definition: operator: and conditions: - { type: event, event_name: "{{ params.kyc_event }}", cond_operator: has_done, time_window: 14d } - { type: event, event_name: "{{ params.first_transaction_event }}", cond_operator: has_done, time_window: 14d } - ref: tmpl_tip_sms kind: template about: First tip by SMS. No amounts. when: { param: use_push, equals: false } body: name: Make your first transaction (SMS) channel: sms category: Activation style: text status: active subject: "" metadata: {} variables: {} body: "{{ params.org_name }}: you're all set, {{ traits.first_name | default: \"{{ params.greeting_fallback }}\" }}. Add money or make your first transfer in the app: {{ params.app_url }} We will never ask for your PIN or one-time codes. Reply STOP to opt out." - ref: tmpl_tip_push kind: template about: First tip as a push notification. when: { param: use_push, equals: true } body: name: Make your first transaction (push) channel: push category: Activation style: text status: active subject: "You're all set on {{ params.org_name }}" metadata: { push: { url: "{{ params.app_url }}" } } variables: {} body: "Add money or make your first transfer in a minute. We will never ask for your PIN or one-time codes." - ref: tmpl_howto kind: template about: How-to email three days later. body: name: Getting started (email) channel: email category: Activation style: html status: active subject: "Three easy ways to start with {{ params.org_name }}" metadata: { email: { from: "{{ params.email_from }}", preview_text: "It takes about a minute." } } variables: {} body: >-

Hi {{ traits.first_name | default: "{{ params.greeting_fallback }}" }},

Your {{ params.org_name }} account is verified and ready. Most people start in one of three ways, and each takes about a minute in the app:

Open the app

Stuck? Reply to this email and a real person will help.

We will never ask for your PIN, password, card number or one-time codes by email, SMS or phone.

Unsubscribe

- ref: q_signups kind: saved_question about: Sign-ups in the report's period. body: name: "Report: sign-ups" data_plane_id: default viz_type: number viz_settings: {} visibility: workspace query_ast: table: events filters: { operator: and, conditions: [{ field: event_name, op: eq, value: "{{ params.signup_event }}" }] } aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }] - ref: q_verified kind: saved_question about: Verifications approved in the report's period. body: name: "Report: verified" data_plane_id: default viz_type: number viz_settings: {} visibility: workspace query_ast: table: events filters: { operator: and, conditions: [{ field: event_name, op: eq, value: "{{ params.kyc_event }}" }] } aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }] - ref: q_transacted kind: saved_question about: First transactions in the report's period. body: name: "Report: first transactions" data_plane_id: default viz_type: number viz_settings: {} visibility: workspace query_ast: table: events filters: { operator: and, conditions: [{ field: event_name, op: eq, value: "{{ params.first_transaction_event }}" }] } aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }] - ref: funnel_activation kind: saved_funnel about: Sign-up → verified → first transaction, within 30 days. body: name: Activation funnel data_plane_id: default visibility: workspace definition: range: 90d window: 2592000 view: steps breakdown: "" interval: "" compare: false steps: - { type: track, name: "{{ params.signup_event }}", filters: [] } - { type: track, name: "{{ params.kyc_event }}", filters: [] } - { type: track, name: "{{ params.first_transaction_event }}", filters: [] } - ref: dash_activation kind: dashboard about: The activation funnel and this period's numbers. body: name: Activation description: Sign-ups, verifications and first transactions. visibility: workspace cards: - { saved_funnel_id: "{{ ref.funnel_activation.id }}", x: 0, y: 0, w: 12, h: 6 } - { saved_question_id: "{{ ref.q_signups.id }}", viz_type: number, x: 0, y: 6, w: 4, h: 3 } - { saved_question_id: "{{ ref.q_verified.id }}", viz_type: number, x: 4, y: 6, w: 4, h: 3 } - { saved_question_id: "{{ ref.q_transacted.id }}", viz_type: number, x: 8, y: 6, w: 4, h: 3 } - ref: report_weekly kind: report about: The week's sign-ups, verifications and first transactions, and who is still waiting, sent to the support team. body: name: "Weekly: activation" description: Last week's sign-ups, verifications and first transactions, compared with the week before. schedule_cron: "{{ params.report_cron }}" timezone: "{{ params.timezone }}" enabled: false spec: period: last_7_days compare: previous_period week_start: monday sections: - { id: signups, kind: saved_question, title: Sign-ups, viz: number, params: { question_id: "{{ ref.q_signups.id }}" } } - { id: verified, kind: saved_question, title: Verified, viz: number, params: { question_id: "{{ ref.q_verified.id }}" } } - { id: transacted, kind: saved_question, title: Made a first transaction, viz: number, params: { question_id: "{{ ref.q_transacted.id }}" } } - id: waiting kind: segment_sizes title: Verified in the last 14 days params: { segment_ids: ["{{ ref.seg_waiting.id }}", "{{ ref.seg_activated.id }}"] } - { id: tasks, kind: tasks_summary, title: Activation calls, params: {} } - { id: link, kind: text, params: { body: "Funnel: {{ ref.dash_activation.url }}" } } recipients: [{ type: team, id: "{{ ref.team_support.id }}" }] channel_policy: { mode: email_only } - ref: wf_activation kind: workflow about: Tip, how-to email, then a call for high-value customers; each step skipped once they transact. body: name: First transaction activation description: Helps newly verified customers make a first transaction; stops on the first transaction. enabled: false trigger_type: event trigger_config: { event_name: "{{ params.kyc_event }}" } steps: - { id: s1, type: delay, config: { duration: 1d } } - { id: s2, type: filter, config: { condition: { type: segment, cond_operator: member_of, value: "{{ ref.seg_waiting.id }}" } } } - { id: s3, when: { param: use_push, equals: false }, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: sms, template_id: "{{ ref.tmpl_tip_sms.id }}" } } } } - { id: s4, when: { param: use_push, equals: true }, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: push, template_id: "{{ ref.tmpl_tip_push.id }}" } } } } - { id: s5, type: delay, config: { duration: 2d } } - { id: s6, type: filter, config: { condition: { type: segment, cond_operator: member_of, value: "{{ ref.seg_waiting.id }}" } } } - { id: s7, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_howto.id }}" } } } } - { id: s8, type: delay, config: { duration: 4d } } - { id: s9, type: filter, config: { condition: { type: segment, cond_operator: member_of, value: "{{ ref.seg_waiting.id }}" } } } - { id: s10, type: filter, config: { condition: { type: trait, trait_key: "{{ params.tier_trait }}", cond_operator: eq, value: "{{ params.high_value_tier }}" } } } - id: s11 type: human_task config: human_task: title: "Help with first transaction: {{ traits.first_name }} {{ traits.last_name }}" instructions: |- {{ traits.first_name }} {{ traits.last_name }} ({{ traits.phone }}) was verified a week ago and hasn't made a first transaction. Call to ask if they need help and walk them through it in the app. Never ask for a PIN, one-time code, password or card number, and never ask them to read out a code. Choose an outcome and add a short note. assignee_refs: [{ type: team, id: "{{ ref.team_support.id }}" }] strategy: round_robin completion_policy: first_response_wins outcome_options: - { id: helped, label: Helped them get started, intent: positive } - { id: not_interested, label: Not interested, intent: neutral } - { id: not_reached, label: Could not reach, intent: negative } due_hours: "{{ params.call_due_hours }}" wait: true wait_timeout_hours: 168 notify: immediate - { id: s12, type: action, config: { action_type: set_trait, traits: { activation_call: "{{ properties.task_outcome | default: \"unknown\" }}", activation_call_note: "{{ properties.task_note }}" } } } re_entry_policy: once re_entry_cooldown_hours: 24 goal: { event_name: "{{ params.first_transaction_event }}", attribution_window_hours: 720 } exit_conditions: [{ event_name: "{{ params.first_transaction_event }}" }] eval: name: 105_fintech_activation mode: task vertical: "" prompt: >- We run a payments app. Lots of people sign up and pass KYC but never make a first transaction. The day after their KYC is approved, text them a tip to fund their account or make a transfer. Three days later send an email explaining how to get started. If they are on our premium tier and still haven't transacted after a week, give our support team a task to call them. Stop when they make their first transaction, and send our team a weekly activation report. Never ask for PINs or OTPs. expect_artifacts: [segment, workflow, message_template, report] forbid_terms: []