Upli: Financial Health Appiness (B)

This case, the second in a set that begins with “Upli: Financial Health Appiness” (UVA-M-1026), revisits Upli founders Michael Krause and Christof Meyer as they seek to understand people’s problems around financial health. In the A case, the founders used focus groups to generate insights into who would use a financial wellness app. Krause and Meyer then used the qualitative data from the focus groups to write more informed survey questions, which they to test quantitatively in this case. The quantitative survey data allowed for exploration of several different segments, and Krause and Meyer used factor analysis to seek the most potent variables for segmentation inputs. Meyer and his team constructed a framework to compare segments relative to one another, but wanted to follow up with more qualitative data—would Krause agree, or did the pair have enough to put together the app technology?