Hearth Mortgage: 11% to 67% completion in eight weeks.

Hearth Mortgage came to us with a familiar problem: strong top-of-funnel interest, but a completion rate stuck at 11%. Users were dropping off during document upload and identity verification — not because the product was wrong, but because the flow asked for too much, too early.

What we changed

We mapped the full onboarding journey, identified three high-friction steps, and redesigned them as progressive disclosure: collect only what was needed at each stage, with clear progress and recovery paths.

Results

Within eight weeks of launch, completion moved from 11% to 67%. Support tickets related to onboarding dropped by roughly half.

Takeaway

For regulated products, clarity beats cleverness. Every extra field is a decision to abandon — design the path so the next step always feels obvious.