Dynamic Lead Progression
From Registration to High-Intent Conversion
A single user journey that captures consent, drives engagement, and increases value through real-time tier progression.
Single User Progression — Not New Leads
User enters the funnel via race registration
Race Registration
User registers for race event
Initial entry point into the funnel. User provides basic details to sign up for the race event. No marketing consent is required at this stage — this is purely a transactional interaction.
No marketing consent required
What's Happening
User submits a standard race registration form with name, contact info, and race category selection.
Why It Matters
This establishes the user's identity in the system and opens the door to compliant communications. The absence of a marketing consent requirement ensures maximum completion rate.
Business Impact
Creates a new lead record at Tier 1. Triggers the $5 billing event — the pipeline is initiated with a high-quality, verified contact.
E-Commerce Checkout
Face Scan introduced as a value-added benefit
During the race checkout flow, a pre-race biometric health scan is offered as a FREE add-on. This positions the scan as a benefit, not a data capture tool — increasing opt-in without friction.
Value-added benefit
Embedded within checkout as part of the purchase experience — no separate consent prompt required.
What's Happening
User completes race registration payment and sees the biometric health scan offered as a complimentary add-on.
Why It Matters
By embedding the scan offer in a transactional context (checkout), it inherits the user's trust and attention. No marketing consent checkbox needed — the scan is framed as a product feature.
Business Impact
Sets up the engagement funnel without triggering opt-in friction. Higher add-on acceptance rate vs. standalone marketing campaigns.
SMS Trigger
Scan link sent via transactional SMS
A transactional SMS is sent to the user's mobile number with a personalized link to begin their biometric scan. Because this is transactional (tied to a product they purchased), no marketing consent is required.
Messages · RaceHealth
Today 8:14 AM
Hi Sarah! Your race is tomorrow. Complete your FREE pre-race biometric scan to get your personalized health report.
Start Your Scan
Transactional SMS — No opt-in required
Creates a compliant bridge from the checkout experience into direct engagement — no opt-in required under transactional messaging rules.
What's Happening
System automatically sends an SMS to the registered phone number containing a unique scan link.
Why It Matters
Transactional SMS (tied to a product/service purchase) is exempt from marketing consent requirements in most jurisdictions. This creates a legal and effective touchpoint to drive scan completion.
Business Impact
High SMS open rates (98%+) vs. email ensure the scan link is seen. Directly drives Tier 2 engagement without additional consent overhead.
Face Scan Experience
User completes biometric scan (optional)
The face scan is entirely optional — racers can purchase tickets and complete registration without it. If the user chooses to take the scan, they must actively check a marketing consent checkbox before the scan begins. This explicit opt-in is required to proceed with the biometric capture and authorizes data processing and communication within the disclosed scope.
Consent is not forced — the scan is optional. But if the user elects to scan, the checkbox is required before they can begin.
What's Happening
User opens the scan link, reviews the consent disclosure, checks the required marketing consent box, and completes a 60-second biometric capture.
Why It Matters
The face scan is presented as an optional value-add, not a requirement. This removes any coercive consent framing. When the user elects to proceed, the required checkbox constitutes explicit, informed marketing consent — creating a strong, auditable consent signal tied to a deliberate user action. Privacy disclosures are surfaced on the same screen before the scan begins.
Business Impact
Triggers Tier 2 classification in the lead management system upon scan completion. Unlocks health report generation and the quote pipeline. Insurance partners receive required PII data and relevant application fields — such as desired coverage amount and tobacco usage — via standard form data; biometric scan data is not used for insurance eligibility or routing decisions. Explicit checkbox consent satisfies marketing compliance requirements across all major jurisdictions.
Partial Results & Engagement
Health report drives action
The user is shown a partial health report with key metrics visible. Higher-value data — including mortality risk score, life expectancy estimate, and the quote — are locked/blurred, requiring the user to take action to unlock.
Quote Preview
$28.40 / mo
Term Life · 20 yr · $500K coverage
Quote is generated via Mutual API using non-PHI data and embedded in the experience. The blurred preview creates urgency without pressure.
What's Happening
User receives a personalized health scorecard. Visible metrics establish credibility; blurred metrics and quote preview create pull toward the CTA.
Why It Matters
Partial gating is a proven engagement pattern. Users who see teaser data are significantly more likely to complete the next step vs. users shown a cold CTA. The quote preview creates a financial stake in proceeding.
Business Impact
Drives completion of the quote generation CTA. Users who reach this screen and see their visible metrics have a substantially higher conversion rate to Tier 3.
Tier 3 Actions — High Intent Split
User action determines intent level
Two distinct CTAs determine the user's intent level and routing path. 'Generate My Quote' signals strong interest; 'Activate Coverage' signals purchase intent. Both are Tier 3 events, with coverage activation being the highest-value outcome.
What's Happening
User engages with quote experience or initiates coverage activation. Both actions are Tier 3 billing events.
Why It Matters
Splitting intent into two measurable actions allows the system to route users to the most appropriate conversion path — high-touch (call center) vs. self-service (digital funnel). This prevents misallocation of sales resources.
Business Impact
Triggers Tier 3 billing event (up to $100, cumulative across the engagement). Routes user to the conversion path most likely to result in a policy sale. Enables downstream performance tracking by intent level.
Routing & Conversion
User routed based on intent signal
Based on the user's Tier 3 action, an intent detection engine routes them to the optimal conversion path. High-complexity or ambiguous cases go to the call center (Squeeze / DSC); digital-native users are routed to the self-service funnel (Eleos / future state).
Path A
Call Center
Squeeze / DSC
Outcome
Agent-Assisted Sale
Path B
Digital Funnel
Eleos / Future State
Outcome
Self-Service Purchase
Routing logic uses biometric score, quote interaction data, and behavioral signals to maximize conversion probability per path.
What's Happening
System evaluates the user's Tier 3 action and behavioral signals to determine the highest-probability conversion path.
Why It Matters
Not all high-intent users convert the same way. Some need human guidance (call center); others prefer self-service. Intelligent routing respects these preferences and reduces drop-off caused by path mismatch.
Business Impact
Improves overall conversion rate by matching users to their preferred purchase modality. Reduces call center load by deflecting self-service-ready users. Creates a measurable split for A/B optimization.
Why This Model Works
A consent-forward, engagement-driven journey that progressively builds lead value without interrupting the user experience.
Action-based consent replaces checkboxes
User actions serve as implicit consent signals — legally defensible and experientially frictionless.
Real-time lead value progression
A single user progresses from Tier 1 ($5) through Tier 2 ($40) up to Tier 3 (up to $100) through their own engagement — no duplication.
Higher-quality intent signals
Biometric engagement + quote generation creates compounding data on intent far beyond a form fill.
Billing aligned to engagement
Revenue is tied to verified actions — registration, scan completion, and quote generation/coverage activation.
Revenue Progression Per User
Registration + Checkout
$5
Billing event triggered on registration
Scan + Engagement
$40
Billing event triggered on scan completion
Quote + Conversion
up to $100
Billing event triggered on quote/conversion
Tier values are cumulative per engagement. Tier 3 represents up to $100 total — not additive on top of Tier 2.