€1.150

€600

€300

€0

8-14× aGEP expansion

from first policy to multi-policy customer

aGEP per policyholder

01 · THE LAND

Trust & conversion

Frankly Care™ Embedded at checkout

~€86 aGEP

~€10-15 CAC

Initial purchase

02 · THE EXPAND

Nudge & cross-sell

Cross-sell: Frankly Home™ & Frankly Go™

~€520 aGEP

1-3 months from acquisition

Cross-sell

03 · THE COMPOUND

Upsell & retain

Upsell: Frankly Pet™, Auto™, Liability™

~€1.150 aGEP

4-9 months from acquisition

Upsell

Live across 32,000+ policies

The Consumer Funnel in Numbers

How the “wedge” drives growth and a portfolio that compounds organically.

From checkout to expansion into higher-value protection layers.

aGEP: Annualised gross earned premiums, equivalent to ARPU (annual revenue per user), measured by aGEP (annualised gross earned premium), assuming Frankly’s monthly earned premium on active policies times 12.