Doubling a digital bank’s growth while holding acquisition cost at profit — by mapping every step of the in-app funnel.
FairMoney is a digital bank and loan provider with an objective to increase adoption of bank accounts and the total loans provided to clients.
The client challenged us to grow the business twofold while maintaining the cost of acquiring a customer at profitable levels.
Translated overarching business goals into marketing objectives by analysing the in-app user journey and pinpointing the key events that lead to the ultimate goals.
Calculated conversion rates at each funnel stage to work out exactly how many installs were needed to hit the target number of new bank accounts and loans.
Mapped the ratio of installs → bank accounts → first-time loans → returning customers and LTV, putting an exact figure on profitable Cost per Install and Cost per First-time Loan, alongside a customer-profiling exercise.
Shaped the comms strategy and creative for each persona, reflected in the campaign structure. Custom in-app tracking — 3rd-party MMP + Firebase — passed every funnel action back to Google to optimise against.
Used Google App campaigns and App Engagement campaigns together for full-funnel activity toward the desired results.
Worked closely with Google support for access to beta products like Similar Users in App campaigns, improving conversion rates and efficiencies further.
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