Earnest: Optimizing for Customer Experience Optimizely Earnest is building a better bank that democratizes access to high-quality financial services. The three-year-old company’s first offerings are student loan refinancing and personal loans, and they’re competing against well-established institutions like Wells Fargo and Bank of America. Earnest's differentiation is their friendly, clear user experience and their dedication to delighting clients. "In the absence of thousands of brick and mortar locations, the most powerful thing is word-of-mouth. And the only way to win word-of-mouth is by making people happy," said Craig Battin, Head of Growth Marketing at Earnest. One of the first places Earnest can deliver a standout customer experience is the web onboarding funnel, which requests an

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