Fintech / Banking Events

Fintech products span a wide surface area: onboarding with identity verification, daily transactions, card operations, lending, investments, and always-on fraud monitoring. A well-structured event taxonomy lets you build growth loops on top of compliance-grade data — tracking activation through KYC completion, engagement through transaction frequency, and monetisation through cross-sell into lending or investment products.

Acquire

Events that capture initial interest and application intent.

Event Name	Key Properties	Volume	Description
`user.signed_up`	`channel`, `utm_source`, `device_type`	High	User creates an account with email or phone
`lead.captured`	`source`, `campaign_id`, `product_interest`	High	Marketing lead collected from landing page or partner
`application.started`	`product_type`, `channel`, `referral_code`	Medium	User begins a product application (account, card, loan)
`waitlist.joined`	`waitlist_id`, `position`, `referrer_id`	Low	User joins a waitlist for a new product or feature

Activate / KYC

Events covering identity verification, account creation, and bank linking — the critical path to a funded account.

Event Name	Key Properties	Volume	Description
`kyc.started`	`verification_level`, `provider`	High	User initiates KYC identity verification flow
`kyc.document_uploaded`	`document_type`, `file_format`, `upload_method`	High	User uploads an identity document (passport, licence, etc.)
`kyc.identity_verified`	`verification_level`, `provider`, `score`	High	Identity verified successfully by KYC provider
`kyc.failed`	`failure_reason`, `document_type`, `retry_count`	Medium	KYC verification failed — document issue or mismatch
`kyc.review_required`	`review_reason`, `risk_flags`	Low	KYC flagged for manual compliance review
`account.created`	`account_type`, `currency`, `product_id`	High	Account record created after passing verification
`account.activated`	`account_type`, `activation_method`, `days_since_signup`	High	Account activated — user can now transact
`account.frozen`	`freeze_reason`, `initiated_by`	Low	Account frozen due to compliance, fraud, or user request
`account.closed`	`close_reason`, `balance_at_close`	Low	Account permanently closed
`bank_link.initiated`	`provider`, `institution_name`	Medium	User starts linking an external bank account
`bank_link.completed`	`provider`, `institution_name`, `account_type`	Medium	External bank account linked successfully
`bank_link.failed`	`provider`, `failure_reason`, `institution_name`	Low	Bank linking failed — credentials or connectivity issue

Engage / Transactions

Day-to-day transaction events that signal active usage and habit formation.

Event Name	Key Properties	Volume	Description
`transaction.initiated`	`amount_cents`, `currency`, `type`, `channel`	High	User initiates any transaction (transfer, deposit, withdrawal)
`transaction.completed`	`amount_cents`, `currency`, `type`, `duration_ms`	High	Transaction settled successfully
`transaction.failed`	`amount_cents`, `failure_reason`, `error_code`	Medium	Transaction failed to complete
`transaction.reversed`	`original_transaction_id`, `reason`, `amount_cents`	Low	Transaction reversed or refunded
`payment.sent`	`amount_cents`, `currency`, `recipient_type`, `method`	High	User sends money to another user or account
`payment.received`	`amount_cents`, `currency`, `sender_type`	High	User receives a payment
`payment.scheduled`	`amount_cents`, `scheduled_date`, `frequency`	Medium	User schedules a recurring or future payment
`card.issued`	`card_type`, `card_network`, `virtual_or_physical`	Medium	New card issued to user
`card.activated`	`card_type`, `activation_method`	Medium	User activates a new card
`card.frozen`	`freeze_reason`, `initiated_by`	Low	Card temporarily frozen
`card.replaced`	`replacement_reason`, `card_type`	Low	Replacement card issued (lost, stolen, expired)
`card.transaction_completed`	`amount_cents`, `merchant_category`, `currency`, `pos_or_online`	High	Card purchase settled
`card.transaction_declined`	`amount_cents`, `decline_reason`, `merchant_category`	Medium	Card purchase declined
`bill_payment.completed`	`biller_name`, `amount_cents`, `category`	Medium	Bill payment processed successfully
`balance.checked`	`account_type`, `channel`	High	User checks their account balance

Monetise

Revenue-generating events: lending, investments, and plan upgrades.

Event Name	Key Properties	Volume	Description
`loan.application_submitted`	`loan_type`, `amount_requested`, `term_months`	Medium	User submits a loan application
`loan.approved`	`loan_type`, `amount_approved`, `interest_rate`, `term_months`	Medium	Loan application approved
`loan.rejected`	`loan_type`, `rejection_reason`	Low	Loan application rejected
`loan.disbursed`	`loan_id`, `amount_cents`, `disbursement_method`	Medium	Loan funds disbursed to user account
`loan.payment_made`	`loan_id`, `amount_cents`, `payment_number`, `remaining_balance`	Medium	User makes a loan repayment
`loan.defaulted`	`loan_id`, `days_overdue`, `outstanding_amount`	Low (admin)	Loan enters default status
`investment.order_placed`	`asset_type`, `symbol`, `order_type`, `amount_cents`	Medium	User places an investment order
`investment.order_filled`	`asset_type`, `symbol`, `fill_price`, `quantity`	Medium	Investment order executed
`investment.deposit_made`	`amount_cents`, `source_account`	Medium	User deposits funds into investment account
`investment.withdrawal_made`	`amount_cents`, `destination_account`	Low	User withdraws from investment account
`subscription.upgraded`	`from_plan`, `to_plan`, `mrr_delta_cents`	Low	User upgrades to a higher-tier plan

Advocate

Referral and word-of-mouth events.

Event Name	Key Properties	Volume	Description
`referral.link_shared`	`channel`, `program_id`, `share_method`	Medium	User shares their referral link
`referral.converted`	`referrer_id`, `referred_id`, `reward_type`, `reward_amount`	Low	Referred user completes qualifying action

Operational / Compliance

Fraud detection, AML monitoring, and risk management events.

Event Name	Key Properties	Volume	Description
`fraud.alert_triggered`	`alert_type`, `risk_score`, `transaction_id`	Medium	Fraud detection system flags suspicious activity
`fraud.alert_reviewed`	`alert_id`, `reviewer_id`, `outcome`	Low (admin)	Compliance team reviews a fraud alert
`fraud.transaction_blocked`	`transaction_id`, `block_reason`, `amount_cents`	Low	Transaction automatically blocked by fraud rules
`aml.suspicious_activity_reported`	`report_type`, `case_id`, `filing_status`	Low (admin)	Suspicious Activity Report (SAR) filed
`compliance.report_generated`	`report_type`, `period`, `generated_by`	Low (admin)	Regulatory compliance report generated
`risk.score_updated`	`previous_score`, `new_score`, `score_factors`	Medium	User risk score recalculated

Customer Journey

Getting Started — Top Events to Track First

Start with these high-impact events before expanding to the full taxonomy.

// 1. Signup
growthos.track('user.signed_up', {
  channel: 'organic',
  device_type: 'mobile',
});

// 2. KYC completed
growthos.track('kyc.identity_verified', {
  verification_level: 'full',
  provider: 'onfido',
});

// 3. Account activated
growthos.track('account.activated', {
  account_type: 'checking',
  activation_method: 'first_deposit',
  days_since_signup: 2,
});

// 4. First transaction
growthos.track('transaction.completed', {
  amount_cents: 5000,
  currency: 'USD',
  type: 'deposit',
});

// 5. Card transaction
growthos.track('card.transaction_completed', {
  amount_cents: 1299,
  merchant_category: 'groceries',
  currency: 'USD',
  pos_or_online: 'pos',
});

// 6. Loan application
growthos.track('loan.application_submitted', {
  loan_type: 'personal',
  amount_requested: 500000,
  term_months: 24,
});

// 7. Investment order
growthos.track('investment.order_placed', {
  asset_type: 'etf',
  symbol: 'VTI',
  order_type: 'market',
  amount_cents: 10000,
});

// 8. Referral shared
growthos.track('referral.link_shared', {
  channel: 'whatsapp',
  program_id: 'prog_fintech_2025',
});

Event Schema & Taxonomy See the canonical event envelope, naming conventions, and system events.