About the client
Five Lives is a brain health app focused on the 50+ segment. Their mission is to support dementia prevention with daily brain exercises and lifestyle tips — helping users stay sharp through consistent, guided activity.
The challenge
In the app, users are prompted to complete daily exercises (both mental and physical) to improve their overall brain health. However, engagement was consistently decreasing. Users were signing up but not forming the habit of returning each day, and the team lacked the tools to intervene.
Our approach
Toco implemented an RFM (Recency, Frequency, Monetary) segmentation model to categorise users by their activity levels. We then introduced an automated app notification flow that checks each user’s activity and sends relevant, motivational messages to get them to log in and complete their daily workout.
The messages were personalised based on where each user sat in the engagement curve — lapsed users got re-engagement nudges, while active users got encouragement to maintain their streaks.
The results
Five Lives saw an increase of 20% in daily exercise sessions being completed off the back of this new automation. By meeting users where they were in their engagement journey, we turned passive sign-ups into active, returning users — without any increase in ad spend.