Quiz funnel to capture leads in the financial sector
Financial company
A lead-capture quiz web app that provides value to the user, which significantly grew the contact base of a financial company*
* For confidentiality reasons, the company’s name is kept hidden.
** Some changes have been made to the script shown on this page to comply with the confidentiality agreement, including the language of the script itself.
- Delivered: March, 2026
Project summary
For 4 months I worked as an internal partner for a financial company. During that period, we launched 5 different sales landing pages, along with several formats and systems to capture new leads and clients. One of those systems was a quiz funnel. Building this script properly took almost two months, since we had to prepare a clear roadmap, a full strategy, copywriting, and work with many formulas and variables, plus several APIs to connect with different platforms.
Objective: Provide value, capture leads and understand the market
The purpose of the quiz was to provide maximum value to the user and potential investor, while generating the largest possible database by showing them how much money they lose every month by leaving it in their bank account instead of investing it. The additional questions helped us understand users’ objections and fears around investing, as well as their goals and aspirations.
My work:
This has been one of the most complete projects I’ve worked on in recent months, as I built the entire quiz myself: I studied the financial market, analysed past results, wrote the copy and questions, added cognitive biases and real reviews, and finally programmed the whole quiz, implementing all the connections and APIs with different software and platforms. The full work and research took almost 3 months.
The result:
A high volume of well-segmented leads in the company’s CRM, along with a strong analysis of the financial sector that gave us valuable insight: why people don’t invest, their fears, and demographic data on the people interested in this type of quiz and in ETF and fund investing.
Connections and APIs:
- Zoho CRM to collect all leads, tagged by high or low likelihood to invest.
- ActiveCampaign for email marketing segmented by answers: depending on what each person answered, they’re added to one automation flow or another.
- Meta Pixel with its events, including: quiz started, quiz completed, and click on the final CTA to book a consultation with an advisor.