WhiteFlag

GFP transformed this mental health support app's approach to engagement and with it short-term retention rates.

18.6%↑

Increase in Day 7  retention rates

12.1%↑

Increase in Day 14 retention rates

“Thank you Matt and the rest of the Growth For Purpose team! You’ve transformed our approach to engaging with our app users, increasing our super-user engagement and long-term retention beyond what we thought possible.

Looking forward to continuing to work with you on delivering peer to peer mental health support to millions!”

- Trent Tinker, CTO

WhiteFlag

Client

Services

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Background

Whiteflag is a mental health platform designed to offer real, anonymous support for people struggling with emotional distress. It allows users to connect with others who have experienced similar challenges, fostering a supportive community for those in need. The platform is a lifeline for users navigating mental health struggles, ensuring they can find someone who understands what they’re going through, without fear of judgement.

Challenges

• Low initial user retention rates
• High drop-off rates after initial registration
• Users needing quicker access to support, connection, and mental health resources

Key goals

• Increase retention and engagement rates through personalised, data-driven engagement strategies
• Improve user experience, with a focus on quickly connecting people to real, meaningful support
• Develop targeted messaging to enhance user interaction and connection, especially in the early stages of their journey

Strategy

We focused on creating a data-driven, personalized user engagement approach. We optimized onboarding to ensure users found value and connection within the critical first few days—when mental health support is most needed.

We built a user-centric journey that offered immediate emotional support during vulnerable moments, ensuring no one felt alone. Through customer lifecycle automation, we ensured every user, from first-time logins to returning members, felt connected and encouraged to engage with the app when they needed help the most.

Engagement Campaigns

HIGHLIGHTS

We launched tailored engagement campaigns that targeted specific pain points in user engagement, such as drop-offs after registration and low daily check-ins. These campaigns included:

• Real-time notifications: Personalised push notifications and emails encouraged users to check in, connect with others, and share their experiences, all while providing emotional support and understanding.
• Habit-forming content: Tailored messages reminded users of the importance of sharing their struggles, promoting daily check-ins that reinforce community connections and ensure they don’t feel isolated.

Behavioural Tracking and Data Integration

WhiteFlag’s backend was integrated with Mixpanel and OneSignal to track real-time user behaviour, allowing us to:

• Deliver personalised messages and reminders based on user engagement
• Create behaviour-based engagement journeys to help users find the right support at the right time

Retention and Engagement Improvement

By implementing user engagement journeys focused on helping people feel supported faster, WhiteFlag achieved a 18.6% increase in Day 7 retention and a 12.1% improvement in Day 14 retention - the first two weeks being the most crucial period for users receiving support for their issue. This increased engagement allowed more people to stay connected to the support they needed, reducing the isolation that often worsens mental health struggles.

Impact on Mental Health and Well-Being

Users reported feeling more connected and supported during their mental health journeys. The platform saw a surge in meaningful interactions, with thousands of users expressing how they were able to connect with someone who truly understood their feelings.

These improvements have had a real, measurable impact on users' well-being, as they’ve been able to find faster access to support and meaningful connections. WhiteFlag helps users express what they’re going through, making them feel heard and supported, ultimately improving their mental health outcomes and helping them manage tough times more effectively.

One user shared, “Finding someone who gets what I’m going through changed everything. I didn’t feel so alone, and knowing that others have made it through made me feel like I could too.”

Reduction in Early Drop-Offs

We reduced early drop-offs significantly by making the onboarding and support journey more accessible. The average time for low-intent users to cancel decreased from 5.4 days to 4.9 days, giving WhiteFlag the opportunity to engage users quickly and connect them with someone who could offer immediate help.

Key Metrics:

Day 7 retention: Increased by 18.6%

Day 14 retention: Grew by 12.1%

Support Impact

These engagement strategies ensured that more people found help faster. WhiteFlag is a tool that saves lives, helping individuals avoid harmful isolation by providing immediate access to a network of peers who understand their struggles.

Real world impact

WhiteFlag isn’t just an app—it's a lifeline for people in need. Our engagement efforts helped thousands of individuals navigate emotional distress by providing them with faster access to the support they desperately needed. From preventing feelings of isolation to creating a space where people can express their struggles safely, the platform’s real-world impact on mental health cannot be overstated.

These engagement and retention improvements are helping WhiteFlag continue its mission to improve lives, one connection at a time.

Ready to Grow?

Get in touch to book in a call, and make sure to check out our case studies showcasing some of our recent impact!