2025
What is it?
Payvet is a service developed by SantéVet. Its value proposition is to offer fractional payments to pet owners, helping them cover expensive veterinary bills. It also serves as a Trojan horse to convert more customers to pet insurance.
Problem to be solved
In France, the number of veterinary clinics was limited, and 25% had already activated Payvet. To drive further growth in insurance acquisition, the strategy shifted from onboarding new clinics to increasing usage among those already activated. Initially, the team did not understand why usage remained low — it was only after deeper analysis that the real blockers surfaced.
Main takeaway
Increased usage = increased conversion
This analysis of the conversion funnel highlighted the difficulty of reaching the daily target of 22 new contracts. It became clear that onboarding more clinics would not be enough — a significant increase in usage per active clinic was required to meet growth objectives.
Interviews
We conducted 15 interviews with clinic staff to understand why our service was under-used. Those conversations revealed three key reasons.
Users didn’t clearly understand how the service worked
End customers struggled to complete the request
Clinics didn’t know how to print the QR code that customers needed to scan
Analyzing situation
By analysing the tool and cross-checking it with our data and interview insights, I pinpointed the underlying UX issues
The help section failed to answer users’ how-to questions
No quick way to spot a demand incident at a glance
No step by step onboarding
Teaching usage to users
I redesigned the entire homepage, preserving existing habits while adding clear actions and visual indicators. The focus: instant answers and easily identifiable elements. I also built a dedicated in-tool help page, available here.
Adding a dedicated Help page let me track usage data and confirm its value. The metrics surfaced a clear insight:
New onboarding
Drawing on my B2B SaaS experience, I added a step-by-step onboarding flow that captures essential information upfront and immediately surfaces concise, high-value tutorials.
Conclusion
After three months of iterative work—data analysis backed by follow-up interviews—the real gap became clear: users needed better guidance. Once we delivered concise, step-by-step help, demand almost doubled in the next three months.
Bonus: quick win to increase opt-ins
This initiative wasn’t just about raising usage—it was also about expanding our pet-insurance lead pool. By adding a targeted opt-in, we doubled the opt-in rate in six months, climbing from 25 % to 50 %.