How Dub grew brokerage applications by 17% with 1-Click Signup in only 8 days
Dub puts a full CIP application in front of every new user. With 1-Click Signup, application submissions rose 17%, approved accounts per signup 14%, and median time to apply fell 27%.
“
The part I care about most is the moment the form fills itself. That surprise-and-delight beat is the feeling we want across our entire product, and signup was the one place we couldn’t deliver it.
Brett Chereskin
COO, Dub
+17%
application submissions
+14%
approved accounts per signup
−27%
median time to apply
Overview
Dub is an SEC-registered, FINRA-member broker-dealer with a mobile-first brokerage app on iOS and Android. Every new user must complete a full CIP application before they can do anything at all, which puts Dub’s onboarding under the same regulatory load as any brokerage, on a phone screen.
The challenge
Paid clicks lost at SSN input. People wanted the product. They just didn’t want to type in their SSN.
Engineering resources wasted improving a signup form. Engineers were spending time on field order, copy, keyboard types and validation messaging, all to reduce user drop-off.
Reduced trust when asked for SSN. Customers frequently asked “why do you need my Social Security number,” creating countless support tickets.
Onboarding a brokerage customer means a full CIP application before they can do anything — legal name, date of birth, address, Social Security number, typed one-thumbed on a phone. I watch our marketing spend closely, and we were paying for clicks and then losing those people at a data-entry screen. That’s the most frustrating kind of loss there is — you’ve already bought the click.
BCBrett ChereskinCOO, Dub
How Verified beat out competitors
Dub ran a three-way evaluation in a single week against Plaid Layer and Prove Identity. Verified won on three counts:
Coverage. A higher success rate: 93%, vs. 84% for the runner-up and 30–36% coverage for the incumbent.
Speed. Verified quoted an API integration in 2 hours, vs. 1–2 weeks from competitors, and supported Dub’s Flutter app.
Architecture. 1-Click Signup sits in front of Dub’s KYC stack, not inside it, so the experience falls back cleanly to manual signup if needed.
We needed 90%-plus coverage, and at two to three times the price for a third of the coverage from competitors, it wasn’t even close.
BCBrett ChereskinCOO, Dub
Eight days to production
Within hours of the first call, Dub had docs, dashboard access, API keys, legal contracts and a Slack channel for direct support.
From first call to production
Day 1Intro call.
Days 2–3Competing vendor calls, and pricing and legal negotiations.
Day 6Implementation completed after a weekend build.
Day 7Contract signed and sandbox review booked.
Day 8Production approval, and the build submitted to the app stores.
Eight calendar days from first sales conversation to live in production, including a competitive price negotiation, a full legal redline and app store review.
Dub adopted 1-Click Signup in 100% of traffic almost immediately. The integration cost us less engineering time than one round of form copy testing.
BCBrett ChereskinCOO, Dub
The results
Dub measured nine weeks before launch against seven weeks after full rollout. The lift landed exactly where 1-Click Signup fires.
Change after Verified went live
Application submissions+17%
Approved accounts per signup+14%
Median time to apply−27%
Pre/post comparison from Dub’s own data, not an A/B test. Relative change only.
+17% application submission rate. The number Dub most needed to move. For a company whose entire conversion funnel was bottlenecked by a single form, this was key.
+14% approved brokerage accounts per signup. More submitted applications became approved accounts at clearing.
−27% median time from signup to a submitted application. 80 seconds given back per user, creating a magical user experience.
