Dormant Account Revenue Recovery Business Case Template

Dormant accounts on the books today

Count accounts with no trade and no deposit inside your dormancy window. Pull it from MT4/MT5 or the CRM, not from memory, and write the export date next to the number.

____ accounts, exported ____

Dormancy definition used

State the window (for example no trade in 90 days) so nobody argues about the count later. If finance uses a different window for its own reporting, note both.

No trade or deposit in ____ days

Lifetime deposits sitting in those accounts

Sum of deposits ever made by the dormant segment. It shows what it cost to acquire these traders once, which is the money the business case is trying to recover.

____ (currency)

What the business does with dormant accounts today

Be honest: an occasional email, a quarterly SMS, nothing. Include how many were touched by a human agent in the last 90 days, if anyone knows.

____

Why now

A regulatory dormancy fee deadline, a new instrument launch, a quiet quarter for acquisition, an inactivity fee policy change. Pick the one that's actually true.

____

The ask in one line

Copy it from section 7 once you've filled that in. Approvers read this line first and the scenarios second; everything else is backup.

____

Run the suppression pass before you size anything

Remove opt-outs, do-not-call matches, open complaints, accounts under review, deceased flags and any jurisdiction you can't call yet. The callable column is the only one that goes into the cost model.

Record the consent basis per segment

Traders who registered but never funded often sit under a different consent basis than funded clients. Note which basis covers each row and have your compliance officer confirm it before the number is treated as callable.

Choose which segments the pilot calls

A first pilot usually takes the top one or two rows only. Write the pilot segments and their callable count here, because that count drives sections 4 and 5.

Pilot segments: ____, callable: ____

Use revenue, not deposits, as the headline

A deposit isn't income for the brokerage. The scenarios should use net trading revenue per reactivated trader over a fixed window, with the window stated. Deposits go in as a supporting figure.

Keep the guessed rows visible

Approvers trust a business case more when it says which three numbers are guesses and what happens if they're half as good. Section 5 makes that explicit.

Unanswered attempts cost nothing in calling minutes

Per-second billing means a ring-out or voicemail detection adds close to nothing. Model cost on answered calls, and keep attempts as a separate line so the cadence plan can change without rebuilding the sheet.

Include the human hours

The AI agent handles the first conversation; your account managers handle the callbacks it books. Leaving their time out is the most common reason a pilot looks cheaper on paper than it turns out to be.

Compare against the current alternative

If a human team would call the same list, show that cost on one line for comparison: agents x hours x loaded cost, plus the dialer and telephony they'd use. If nobody is calling today, say so; the comparison is against zero.

Human calling alternative: ____

Reactivated traders = answered calls x reactivation rate

Answered calls come from the section 4 cost model, so a change in connect rate moves both cost and revenue at once. That's the behaviour you want the approver to see.

Net revenue = reactivated traders x net revenue per reactivated trader

Use the 90-day figure from section 3. If you want a 12-month view, add a second column rather than swapping the window, so the two aren't confused.

Break-even reactivation rate as a percentage of answered calls

Divide the break-even trader count by answered calls. If the conservative scenario sits below this line, either the segment is wrong, the offer is too weak, or the pilot is too small to be worth reading. Fix that before asking for budget.

____ %

Redeposit volume as a supporting line

Reactivated traders x average redeposit. It matters to the treasury and sales teams even though it isn't revenue, so show it underneath the table rather than inside it.

____

Cost per reactivated trader in each scenario

Total pilot cost divided by reactivated traders. Put it next to your current cost per funded account from acquisition so the approver sees both on one line.

Conservative ____ / Base ____ / Upside ____

Add the risks specific to your licence and regions

FCA financial promotion rules, MiFID II recording obligations, GDPR and TCPA each add their own review items. List which apply, who reviewed them, and confirm the position with your compliance officer or counsel before the pilot starts.

____

Pilot scope

Which segments, how many callable numbers, which jurisdictions, and how many calendar weeks of calling. Keep it small enough to read results within a month.

____ numbers, ____ segments, ____ weeks

Budget requested

The total pilot cost line from section 4, rounded up to a figure that survives a 20 percent overrun on minutes.

____

Expected outcome at base case

Reactivated traders, net revenue and cost per reactivated trader from the base row in section 5.

____ traders, ____ revenue, ____ per trader

Stop conditions

The complaint rate, opt-out rate or connect rate at which the pilot pauses without a meeting. Write the numbers, not the words 'if performance is poor'.

Pause if ____

Decision after the pilot

State what happens at each outcome: below break-even stops, between break-even and base continues with changes, above base scales to the next segment. Put the review date on the calendar now.

Review on ____

Sign-offs required

Usually the budget owner, the compliance officer and whoever owns the CRM. List names and get them before the meeting rather than during it.

____ / ____ / ____

Setup and timeline

Who builds the campaign, when the list is ready, when compliance signs off, when the first call goes out. A first working setup typically takes around 15 minutes and live campaigns around two weeks, most of which is your list and sign-off work.

List ready ____, sign-off ____, first call ____