MoonPay · Q4 #1 Initiative · Program Week 5 of 12

Grow consumer MTU & retention by 50%

One equation anchors the entire program:

MTU growth = New activations + Resurrected users − Churned users

Retention = % of users who transact again within 30 days

Operating assumption: MoonPay's biggest leak isn't top-of-funnel demand — it's transaction failure and one-and-done users. The 50% goal is won by fixing the funnel, building a monthly habit loop, and unlocking MoonPay's most underutilized strategic asset: it's the only crypto company that owns both the on-ramp and the checkout.

MTU

2.35M

Target 3.0M · 35% of the way

30-day retention

29.0%

Target 36% · 42% of the way

MoonLoop txn rate

6.2%

Target 15% of on-ramp users by Wk 12

Two-sided GMV

$31M

Annualized, +19% week over week

Monthly Transacting Users

millions · simulated analytics

30-Day Retention

% repeat txn within 30d · simulated analytics

Program structure

Five workstreams, one operating rhythm

One shared dashboard, one weekly business review, one escalation path. Every workstream has a single owner and a north-star metric. Health status reads live from the program's Airtable base.

MoonLoop (Two-Sided Network)

Green

Connect 20M+ verified on-ramp consumers with 6,000+ Commerce merchants: in-app directory, MoonLoop rewards, merchant co-marketing.

Owner · Maya Chen — PM, Consumer + Commerce

Partners · Eng, Marketing, BD, Commerce merchants

North star · MoonLoop txn rate; two-sided GMV

Payments Reliability

Yellow

Issuer engagement (whitelisting, MCC coding, 3DS), smart payment routing, real-time decline recovery flows.

Owner · Diego Alvarez — PM, Payments

Partners · Eng, Risk, Issuer BD

North star · Auth rate +X pts

Habit Loop (Balance / Recurring / Pots)

Green

Drive every first-time buyer into a sticky state: funded Balance, active recurring buy, or yield accruing in a Pot.

Owner · Priya Shah — PM, Consumer

Partners · Eng, Compliance

North star · % sticky by D30

Activation & KYC

Green

KYC time-to-approval SLA, progressive verification, proactive status comms, instrumented funnel with drop-off alerts.

Owner · Tom Becker — PM, Onboarding

Partners · Compliance, CX, Eng

North star · Signup→txn conversion

Program Orchestration

Green

One shared dashboard, one weekly business review, one escalation path — run through Growth Mission Control.

Owner · James G — Program Lead

Partners · All workstreams

North star · MTU & 30-day retention

Headline lever

MoonLoop — activate MoonPay's two-sided network

The strategic insight no competitor can copy: MoonPay is the only crypto company that owns both sides of a consumer payment network — 20M+ verified on-ramp accounts and 6,000+ Commerce merchants (acquired from Helio for $175M) processing $1.5B+ annualized. These two populations currently don't know each other exists. Coinbase has no checkout product; Stripe has no on-ramp consumer base at this scale.

The flywheel

1Consumer buys crypto via MoonPay on-ramp
2Discovers & spends at a MoonPay Commerce merchant (in-app directory)
3Merchant volume grows → more merchants join Commerce
4More spend destinations → more reason to stay & transact monthly
5MTU up. Retention up. Both sides of the network compound.

In-app “Shop with MoonPay” directory

Surface Commerce merchants to wallet users by category, location, and interest. First-time spend at a Commerce merchant earns a reward. The connective tissue the network currently lacks.

MoonLoop rewards

Crypto-back / fee rebates specifically for spending at Commerce merchants — not just buying. Ties retention incentives to the two-sided network rather than generic cashback.

Merchant co-marketing

Joint campaigns with top Commerce merchants driving their crypto-curious customers toward MoonPay as the on-ramp. Merchants get acquisition; MoonPay gets new verified users.

MoonLoop transaction rate

% of on-ramp users with Commerce spend in 30d

Wk 1

Wk 2

Wk 3

1.8%

Wk 4

4.1%

Wk 5

6.2%

Wk 12 target

15%

Two-sided GMV by category

$31M annualized · WoW growth

Digital goods

$9.8M+22%

Media & content

$6.4M+9%

Retail (Shopify)

$5.9M+12%

Dining & travel

$4.2M+31%

Hardware

$2.9M+6%

Crypto data

$1.8M+4%

Supporting levers

Fix the funnel, build the habit

MoonLoop gives users a reason to stay. These levers make sure they can get in — and come back.

Activation funnel

% of signups · hover a stage for the leak + owner

Signup

100%

KYC complete

68%−32%

First transaction

41%−40%

Repeat txn (30d)

24%−41%

MoonLoop spend

6.2%−74%

Lever 2

Payment reliability & bank acceptance

Bank/issuer declines are the most documented friction point — MoonPay's own help center tells users their bank "might block crypto transactions." Plays: issuer engagement (whitelisting, MCC coding, 3DS), smart payment routing, real-time decline recovery ("here are 2 ways to complete in 60 seconds").

Chase

72.8%-8.7

Bank of America

78.2%+1.2

Capital One

74.5%+1.3

Citi

79.1%+0.7

Amex

85.3%+0.4

Metric · Payment auth rate; first-purchase completion

Lever 3

Habit & sticky states

MoonPay Balance, Recurring Buys, and Pots (~8% yield) are an underleveraged retention engine. Drive every first-time buyer into a sticky state — a funded Balance, an active recurring buy, or yield accruing gives a structural reason to return monthly.

MoonLoop + sticky

71%

Sticky state

58%

Non-sticky

19%

M1→M2 retention by cohort. Sticky + MoonLoop spend = the highest-retention profile on the platform.

Metric · % sticky by D30; M1→M2 retention by cohort

Lever 4

Activation & KYC funnel

Identity verification is a known drop-off point — every abandoned KYC is a lost MTU. Plays: KYC time-to-approval SLA, progressive verification (start small before full checks where compliant), proactive status comms, stage-level drop-off alerts.

Signup→txn now

41%

Target

45%

Median KYC approval: 4.2h, down from 9h baseline (proactive comms shipped Wk 4).

Metric · Signup→first-txn conversion; median KYC approval time

The AI artifact

Growth Mission Control — the program intelligence layer

An AI agent layer on top of the program data that watches, alerts, and recommends. It lives in Slack (#growth-mission-control) and this dashboard; WBRs run from its auto-generated brief; escalations trigger when a KPI breaches threshold for 2 consecutive days. Everything below is live — try it.

1Inputs

Product analytics events: signup, KYC stages, payment attempt/decline + reason codes, repeat txn, Balance top-ups, recurring buys, Pot deposits
MoonLoop signals: on-ramp → Commerce spend events, directory click-throughs, reward redemptions, two-sided GMV by category
Payments data: auth rates by issuer/BIN, method, geo
CX tickets clustered by LLM · Airtable status, Linear, Slack, meeting notes

2Outputs

Daily Slack digest per workstream: KPI deltas vs target, anomalies flagged with suggested action
Real-time anomaly alerts with a recommended playbook, owner auto-tagged
Auto-drafted WBR pre-read every Monday — humans edit, not assemble
Experiment ranking + copy suggestions from funnel drop-off × CX themes × merchant data

3Behavior change

Today: metrics reviewed weekly in retrospect; declines discovered via support tickets; WBR prep consumes PM hours; the two sides of the network have no shared view
With the artifact: detection in hours not weeks; cross-side signals connected; WBR prep automated
PMs spend WBR time deciding instead of reporting

AI insights feed

This week's agent output · regenerate to run the analysis live

Chase auth rate dropped 9pts overnight

Critical

Auth rate for Chase-issued cards fell from 81.5% to 72.8% between Mon and Tue. Decline taxonomy shows a spike in code 05 (do-not-honor) — consistent with an issuer-side risk rule change, not user behavior.

→ Trigger ACH/Apple Pay fallback messaging for Chase BINs now; escalate to issuer contact; brief steering if not recovered in 48h.

Owner · Diego Alvarez — Payments

MoonLoop conversion up 2.1pts this week

Win

MoonLoop txn rate hit 6.2% of on-ramp users (vs 4.1% last week). Top merchant category: digital goods, +22% GMV WoW. Directory click-through holding at 11%.

→ Expand directory curation in digital goods; fast-follow with Discord-community merchants in next cohort.

Owner · Maya Chen — MoonLoop

Issuer outreach milestone at risk (Wk 5–6)

Warning

Chase meeting still unconfirmed with the milestone due Friday Wk 6. BofA and Capital One are booked. Parallel-path smart routing is live, so user impact is capped — but the milestone will slip without escalation.

→ Invoke exec-sponsor escalation per the pre-agreed path (workstream → Program Lead 24h → steering 48h).

Owner · Diego Alvarez — Payments

KYC median approval down to 4.2h (from 9h)

Win

Proactive status comms shipped Wk 4 cut median approval time by 53% and deflected >20% of KYC support tickets. Signup→txn conversion improved 38%→41%.

→ Hold. Progressive verification pilot is the next conversion unlock — scope approved with Compliance.

Owner · Tom Becker — Activation & KYC

Habit nudge variant B winning: +18% recurring-buy creation

Insight

Onboarding nudge A/B (Balance top-up vs recurring-buy framing) shows variant B driving +18% recurring-buy creation with no drop in first-purchase completion. Sticky-by-D30 now 26% vs 35% target.

→ Ramp variant B to 100% once stat-sig holds through Wk 6; pair with MoonLoop reward messaging for the sticky+spend profile (71% M1→M2 retention).

Owner · Priya Shah — Habit Loop

Next-best experiment: KYC progressive verification pilot

Insight

Ranking funnel drop-offs × CX themes × MoonLoop merchant data: the largest unaddressed leak is signup→KYC (−32%). A progressive-verification pilot (start small before full checks) models +2.3pts signup→txn.

→ Use the pre-approved Compliance experiment template; target Wk 7 start.

Owner · Tom Becker — Activation & KYC

Co-marketing pilot signed: Dorsia, Fortune Media, Ledger

Win

Three of the top five Commerce merchants signed for the Wk 5–6 co-marketing pilot. Dorsia already showing elevated wallet-user spend ahead of campaign launch.

→ Lock campaign assets this week; baseline merchant-referred signups before launch so lift is attributable.

Owner · Maya Chen — MoonLoop

Copy suggestion: decline recovery message

Insight

Recovery flow variant “Your bank blocked this — here are 2 ways to complete in 60 seconds” is converting 9% better than the control (“Payment failed, try another method”) on recovered completions.

→ Promote variant to default; localize for top 5 non-US markets.

Owner · Diego Alvarez — Payments

Real-time anomaly detection

The agent watches every signal stream. Trigger a scenario, then send the alert to the real #growth-mission-control Slack channel.

All signals nominal. Trigger a scenario to see detection → recommendation → Slack alert, end to end.

Execution simulation

12 weeks to launch

Every milestone has a single owner and exit criteria, pulled live from the program's Airtable base. Hover a milestone for its exit criteria.

Wk 1–2

Baseline funnel instrumentation
Done
Tom Becker · due May 22
Exit criteria · All funnel stages emitting events; stage-level drop-off dashboard live.
Decline-reason taxonomy
Done
Diego Alvarez · due May 15
Exit criteria · Decline codes mapped to 12 actionable categories across top 5 issuers.
Workstream charters signed
Done
James G · due May 15
Exit criteria · All 5 charters approved at steering — single owner + exit criteria per milestone.
Artifact MVP: daily digest from existing data
Done
James G · due May 22
Exit criteria · Digest posting to #growth-mission-control daily by 9am ET.
MoonLoop scoping: merchant audit + consumer↔merchant overlap map
Done
Maya Chen · due May 22
Exit criteria · Top-200 Commerce merchants scored; consumer overlap map by category delivered.

Wk 3–4

Decline recovery flows shipped
Done
Diego Alvarez · due May 29
Exit criteria · Recovery flow live for 100% of card declines; 2-path completion in <60 seconds.
KYC proactive status comms
Done
Tom Becker · due Jun 5
Exit criteria · Status notifications at each KYC stage; support ticket deflection >20%.
MoonLoop merchant directory MVP (top 50)
Done
Maya Chen · due Jun 5
Exit criteria · Directory live to 100% of wallet users; 50 curated merchants with category browse.

Wk 5–6

Now

Issuer outreach: Chase, BofA, Capital One
At risk
Diego Alvarez · due Jun 19
Exit criteria · Whitelisting + MCC review meetings held with all 3 issuers; action plan per issuer.
Balance / recurring-buy onboarding nudges A/B test
In progress
Priya Shah · due Jun 19
Exit criteria · Test live at 50/50 with stat-sig readout plan; guardrails approved by Compliance.
Artifact v2: anomaly alerts + WBR autogen
In progress
James G · due Jun 19
Exit criteria · Alerts fire <1h from threshold breach; Monday WBR pre-read auto-drafted.
MoonLoop co-marketing pilot (3–5 top merchants)
In progress
Maya Chen · due Jun 19
Exit criteria · Signed pilots with ≥3 merchants; campaign assets live.

Wk 7–8

MoonLoop rewards pilot (crypto-back) to 10% of users
Not started
Maya Chen · due Jul 3
Exit criteria · Pilot live to 10% holdback cohort; Finance-approved budget cap + kill switch in place.
Mid-program checkpoint vs leading indicators
Not started
James G · due Jul 3
Exit criteria · Go/no-go on each lever recorded at steering, with resourcing reallocations.

Wk 9–10

Scale MoonLoop winners, kill losers
Not started
Maya Chen · due Jul 17
Exit criteria · Scaling decisions executed; losing variants sunset.
Merchant directory expansion (algorithmic curation)
Not started
Maya Chen · due Jul 17
Exit criteria · Directory >200 merchants; CTR ≥ curated top-50 baseline.
Reactivation campaign to dormant users (MoonLoop entry point)
Not started
Priya Shah · due Jul 17
Exit criteria · Campaign sent to 100% of 90-day dormant cohort; resurrection rate measured.

Wk 11–12

Full MoonLoop launch
Not started
Maya Chen · due Jul 31
Exit criteria · Rewards + directory GA to 100% of users; T-2-week launch readiness review passed.
Hypercare + escalation rota
Not started
James G · due Jul 31
Exit criteria · 24h hypercare rota staffed; zero Sev-1 unresolved >4h.
Retro + Q1 roadmap (Lightning / LDK power-user extension)
Not started
James G · due Jul 31
Exit criteria · Retro complete; Q1 roadmap incl. Lightning integration approved at steering.

On-time delivery mechanics: every milestone has a single owner + exit criteria · weekly "blocker burn-down" in WBR · T-2-week launch readiness reviews · no scope additions after week 8 without steering sign-off.

RAID log

Risk tracker & decision log

Maintained by the artifact, reviewed in the WBR, escalated per pre-agreed decision rights. Reads live from Airtable.

Risks (5)

MoonLoop merchant data quality — Commerce merchant list incomplete or hard to cross-reference with consumer interests

MediumMitigating

Mitigation · Week-1 data audit (done); launch directory with curated top-50 first, expand algorithmically.

Likelihood Medium · Owner Maya Chen · MoonLoop (Two-Sided Network)

MoonLoop reward abuse / negative unit economics

HighMitigating

Mitigation · Rewards vest only on Commerce merchant spend (not on-ramp); Finance-approved budget caps; kill switch.

Likelihood Medium · Owner Maya Chen + Finance · MoonLoop (Two-Sided Network)

Issuer cooperation stalls — can't force Chase to whitelist

HighOpen

Mitigation · Parallel-path: smart routing + alternative payment methods deliver value regardless; treat issuer wins as upside.

Likelihood High · Owner Diego Alvarez · Payments Reliability

Compliance bottleneck on KYC or rewards changes

MediumMitigating

Mitigation · Compliance embedded in each affected workstream from week 1; pre-approved experiment templates.

Likelihood Medium · Owner Tom Becker · Activation & KYC

Crypto market downturn suppresses on-ramp demand (exogenous)

HighOpen

Mitigation · MoonLoop is partially counter-cyclical — Commerce spend works on existing balances. Report conversion/retention rates, not absolute volume.

Likelihood Medium · Owner James G · Program Orchestration

Decision log (6)

Expand MoonLoop rewards pilot from 5% to 10% of users

Pending

Awaiting Finance review of unit economics from co-marketing pilot week 1.

Jun 12 · Steering · Maya Chen

Adopt smart-routing parallel path; treat issuer whitelisting as upside

Approved

De-risks dependency on Chase/BofA/CapOne cooperation timelines.

May 29 · WBR · Diego Alvarez

MoonLoop reward budget cap approved with mandatory kill switch

Approved

Reward budget changes require Finance + steering per pre-agreed decision rights.

May 20 · Steering · Finance + Steering

Launch directory with curated top-50 merchants before algorithmic expansion

Approved

Mitigates merchant data-quality risk surfaced in week-1 audit.

May 15 · WBR · Maya Chen

No scope additions after week 8 without steering sign-off

Approved

On-time delivery mechanic locked into program charter.

May 13 · Steering · James G

Embed Compliance rep in MoonLoop, Habit Loop, and KYC workstreams

Approved

Compliance embedded, not consulted late — agreed at kickoff.

May 13 · Steering · James G

Operating rhythm

WBR pre-read generator

Every Monday the artifact drafts the weekly business review pre-read from Airtable status, the RAID log, and the week's metrics. The 45-minute WBR runs from this brief — decisions logged back to Airtable.

Monday WBR pre-read

Assembled from live Airtable status + this week's metrics, drafted by the agent. Humans edit, not assemble.