Customers who register — and even load money — often never make their first merchant payment. The habit simply hasn't formed. This block identifies who they are, how financially ready they are, and how urgently they need to be reached — before the activation window closes.

Grow revenue from already active customers. 1,847 customers made only 1-3 payments total — doubling their frequency on just 1,000 customers adds BWP 96k/year.

Many active P2M users pay only 1-2 merchants. 4,539 customers have never used P2P. Cross-sell and merchant expansion increase stickiness significantly.

Customers active in Nov but silent in Dec are the highest priority — they were paying recently and can be re-engaged cheaply. Win-back costs 5-7x less than new acquisition.