In the financial services industry, while conversion optimization is crucial due to its direct impact on revenue, retention has become equally important as more transactions move online. Product managers must focus on designing user-friendly digital experiences to retain customers, shifting the emphasis from merely offering superior financial products to providing seamless digital interactions. This involves optimizing feature workflows, simplifying onboarding processes, and using data analytics to understand user behaviors and improve retention at different stages. Companies like Northwestern Mutual and Esurance are leveraging tools like Heap for path analysis and retention tracking to identify friction points and tailor experiences to user needs, ensuring ongoing engagement and satisfaction. As customers' needs evolve, financial services must adapt by employing predictive analytics to maintain loyalty and proactively address potential issues, enhancing overall customer retention.