As an app, Hugo is a little different then most we work with, in that users want to look at their investments at more sporadic intervals and so it was harder to establish the usage base and patterns to determine metrics such as activity and churn. We grouped users into different categories depending on their habits and then cohorts of value. So that for instance, if you had one segment of users who typically handle all their new investments once a year and had a high value, where typical actions such as research were not carried out, the team at Hugo could intervene.