Fortiva offers different products to consumers in the form of lines of credit, personal loans, and credit cards. There are few if any competitors that simultaneously offer all of these. A decision was made to leverage this differentiating feature and draw the consumer more actively into the final approval process by offering them a choice. They could choose a personal loan or a credit card. Each option has it's own features, advantages, terms and limitations so consumers could choose what best fit their needs and budget. The usual practice has been to send out individual mailings for each product. By combining the two, we gained the advantage of being able to send out and test the response rate of a single more visually attractive mail piece to see the effect on acceptance rate.
