Fintech
An acquisition, referral, and performance measurement strategy that helped a fintech grow from 900 to 52,000 users in 2020. The challenge: scaling in a new market while attracting high-quality users and preventing promotional abuse.
Context and challenge
The fintech was looking to enter the Indian market with an initial base of just 900 users. Its experience in other countries provided a starting point, but cultural and behavioral differences called for a locally adapted acquisition strategy.
Traditional app install campaigns attracted a high proportion of users who abused promotional offers. Download volume did not guarantee acquisition quality, and scaling that approach risked amplifying the problem.
The initial goal was to double the quality user base in the first month and acquire 15,000 new users over the year. Achieving this required the right combination of incentives, channels and measurement to guide investment decisions.
What TABI did
We designed a market-specific strategy that combined a tailored referral promotion, multichannel acquisition and attribution. By connecting acquisition activity with source data, we helped guide investment decisions and support growth.
Solution and implementation
The strategy introduced a referral mechanism tailored to the fintech’s goals. This created an additional acquisition channel built on user recommendations, complementing paid campaigns.
Distribution combined multiple channels and formats to reach new audiences. Google, Facebook, affiliates, programmatic advertising and push notification ads formed the media mix, supported by retargeting to reconnect with interested users.
Attribution brought channel data together, providing a more complete view of acquisition and enabling faster investment decisions. By the third month, the scope of work had expanded to Brazil, the fintech’s largest market at the time.
Results
During 2020, the user base grew from 900 to 52,000. This represents approximately 5,678% growth and a nearly 58-fold increase from the starting point, substantially exceeding the annual acquisition target.
By the third month, the fintech had expanded the engagement to Brazil, its largest market at the time. The strategy developed for entering India led to a broader role in the company’s acquisition operations.
Growth also affected the company’s internal structure: its marketing team tripled in size to support product needs and execution. The next phase introduced retention work alongside continued acquisition growth.
≈58×
From 900 to 52,000 users during 2020.
+5,678%
Change in the user base versus the starting point.
3 months
Time until the engagement expanded to the fintech’s largest market.
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