Upselling contents insurance

Insights

• Specificity means that clear, tailored actions feel more valuable and relevant. Here, Monzo suggests contents insurance right after an address change, so the offer feels timely and designed-for-you.

• Framing is how the presentation of information shapes perception. Monzo frames the insurance upsell as a helpful next step after an address update, which makes it feel less like a sales pitch and more like support.

• Cognitive Load is the mental effort to complete a task. By surfacing insurance only at the exact moment it's relevant, Monzo reduces decision fatigue and keeps the experience simple for users who are moving.

• Monzo uses a similar pattern with feature prompts after Open Banking transfers. Both examples time their upsells or nudges to moments when users are most likely to care, which increases attention and conversion.

• Stripe highlights annual savings only when users pick monthly billing. Both Monzo and Stripe use contextual upsells that match the user's current action, making offers feel helpful and increasing the chance of a positive response.