Client Lifecycle Stages
Every client in your practice is assigned a lifecycle stage based on their activity and tenure. Stages update automatically as client behavior changes — you never set them manually.
The Five Stages
| Stage | Description | |-------|-------------| | New | Client connected to your practice within the last 14 days | | Onboarding | Client is between 14 and 60 days old and has not yet recorded a policy snapshot or logged in more than 3 times | | Active | Client has logged in within the last 30 days and has at least one policy with a recent snapshot | | At-Risk | Client has not logged in for 31–90 days, or their most recent snapshot is more than 90 days old | | Churned | Client has not logged in for 90+ days and has no activity in the trailing quarter |
Lifecycle stages describe platform activity patterns — they do not reflect the health of a client's banking system or your relationship with them. A client in the At-Risk stage may simply be in a period where they're not actively tracking, which is a normal part of many practitioners' cycles.
How Clients Move Between Stages
Stage transitions happen automatically during the nightly recalculation. The system evaluates each client's login history, snapshot freshness, and account age to determine the current stage.
Common transition paths:
- New → Onboarding — after 14 days, if the client hasn't yet established regular usage patterns
- Onboarding → Active — when the client records their first policy snapshot and logs in consistently
- Active → At-Risk — when login or snapshot activity lapses beyond 30 days
- At-Risk → Active — when a client returns and logs in or updates their data
- At-Risk → Churned — after 90 days of no meaningful activity
Clients can move backward through stages. An At-Risk client who logs in and records a snapshot will return to Active in the next nightly calculation. Stages are always based on current trailing activity, not a one-way progression.
Viewing Stages in Analytics
- Navigate to Analytics → Stages in your advisor dashboard
- Review the stage distribution chart showing how many clients are in each stage
- Click any stage segment to see the list of clients currently in that stage
- Sort by days in current stage to identify clients who have been in Onboarding or At-Risk for an extended period
The Stages view also shows a trend line for each stage over the selected date range, so you can see whether your Active count is growing, stable, or declining relative to your total client base.
Using Stages for Outreach
Lifecycle stages pair naturally with your outreach workflow:
- Onboarding clients — check in to see if they need help entering their first policy or understanding the platform
- At-Risk clients — a personal note or call is often more effective than an automated message; these clients may have questions or may have simply lost the habit of logging in
- Churned clients — consider whether a re-engagement touchpoint makes sense based on your relationship history
The stage a client is in tells you where to direct your attention. What you do with that attention is up to you and your practice style.