How Qonto Uses Tandem to Drive Feature Adoption and Revenue Expansion for 1M+ Users

Tandem helps Europe's leading business finance platform activate users, accelerate product adoption, and unlock new revenue streams through AI-guided in-app experiences

The Challenge: Competing Through Superior Product Adoption

Qonto, the European finance platform serving over 1 million SMBs and freelancers, operates in an increasingly competitive landscape. With challengers attacking individual modules—expense management, invoicing, business banking—Qonto needed users to discover and adopt their full platform to maintain their edge.

"We had built powerful features across every module, but users weren't finding them," explains Maxime Champoux, Head of Product at Qonto. "In a market where competitors specialize in single features, our strength is our integrated platform. But that only works if users actually adopt multiple products."

The data was stark: critical revenue-generating features like insurance products and premium card upgrades had near-zero organic discovery. Users were sticking to basic features while competitors pitched them specialized alternatives. Qonto needed a way to showcase their platform's full value before users looked elsewhere.

Impact Summary

• 10,000+ users driven to insurance and card upgrade flows in first 2 months
• 2x increase in feature activation rates for key workflows
• 375,000 users successfully guided through new interface updates
• 40% faster time-to-first-value for new features
• 3-10x higher engagement compared to traditional product tours

The Solution: An AI Agent That Knows When and How to Help

Qonto implemented Tandem in just minutes with a simple JavaScript snippet. Unlike rigid product tours, Tandem's AI agent appears at precisely the right moments—when users are most likely to need guidance or discover new value.

"Using Tandem feels like infusing a bit of magic into our product," says Champoux. "It effectively addresses our navigation challenges, enabling our users to extract more value from Qonto. As a result, we see an increase in activation and a decrease in company-wide support tickets."

Use Case 1: Transforming Feature Discovery into Revenue

Before Tandem, Qonto had no automated way to promote their insurance products or card upgrades within the app. These high-margin offerings sat undiscovered by most users.

Tandem changed this by:

• Detecting when users were in relevant contexts (e.g., viewing transaction limits)
• Proactively suggesting upgrades with contextual explanations
• Guiding users through the entire upgrade flow step-by-step

Results: In just two months, over 10,000 users engaged with insurance products and premium card offerings—revenue streams that were previously dormant. Where Qonto had zero in-app upsell before, they now had an intelligent system driving expansion revenue 24/7.

Use Case 2: Empowering Users to Master Complex Workflows

Many of Qonto's most powerful features—account aggregation, team permissions, advanced reporting—require multiple steps to configure. Users often abandoned these workflows, missing out on functionality that could transform their financial operations.

Tandem transforms complexity into simplicity:

• When users explore advanced features, Tandem offers guided walkthroughs
• Complex workflows like account aggregation see 2x higher completion rates with AI guidance
• Users discover related features through intelligent suggestions

Results: Feature activation rates doubled for multi-step workflows. Account aggregation alone jumped from 8% to 16% activation. Users who complete these flows show significantly higher retention and platform stickiness—exactly what Qonto needs to compete against single-feature competitors.

Use Case 3: Accelerating New Feature Adoption

When Qonto launched their new modular transactions interface (v2), they faced a critical challenge: how to migrate 1 million users to a completely redesigned experience without chaos.

Tandem provided:

• Contextual introduction when users first encountered the new interface
• Step-by-step guidance through new functionality
• Proactive tips on powerful features users might miss

Results: 375,000 users were successfully guided through the new interface, with 40% faster time-to-first-value compared to users who discovered features organically. Feature adoption rates increased by 3x in the first month.

Why Tandem Over Building In-House?

Qonto's product team initially considered building their own solution. After analysis, they realized:

• Time to market: 6+ months to build vs. immediate deployment with Tandem
• Resource allocation: 2 full-time engineers for build and maintenance
• AI complexity: Prompt engineering, intent detection, and conversation design require specialized expertise
• Self-healing technology: Tandem automatically adapts to UI changes

"The decision was clear," notes Champoux. "But beyond practical considerations, Tandem brought AI capabilities we couldn't replicate quickly. The agent understands context, adapts to user behavior, and self-heals when our UI changes."

Expanding Tandem Across the Platform

Qonto's product team has become Tandem's biggest internal champion. In their company Slack, over 60 employees actively share ideas for new Tandem flows and celebrate the results.

"Best team we've worked with!" one product manager posted, sharing how Tandem helped their feature reach 2x the expected adoption rate.

Current initiatives include:

• Expanding account receivable onboarding flows (led by Aurélie Fon)
• Boosting registration funnel conversion (led by Quentin Guironnet)
• Introducing Tandem to more complex business workflows
• Using behavioral data to predict and prevent churn

The goal is clear: ensure every Qonto module achieves best-in-class adoption rates, making it impossible for users to consider switching to competitors.

The Bottom Line

For Qonto, Tandem is a strategic growth engine. By transforming their product into an intelligent, self-guiding platform, they've unlocked new revenue streams, accelerated feature adoption, and most importantly, strengthened their competitive moat through superior user engagement.

"Tandem has become essential to our product strategy," concludes Champoux. "In a market where competitors try to unbundle financial services, we're using AI to show users why an integrated platform delivers more value. Every user who discovers our full capabilities through Tandem is a user who won't need to look elsewhere."

About Qonto

Qonto is the finance solution that energizes SMBs and freelancers. With Qonto, users enjoy a business account with unmatched speed and efficiency, invoice management, expense tracking, and best-in-class integration with key business tools.

Industry: Financial Services

Headquarters: Paris, France

Users: 1M+

Founded: 2016

Website: qonto.com