Fintech App's User Retention Push

Brand & Objective

The fintech app needed to improve user retention and increase daily active users through targeted lifecycle marketing.

This retention-focused campaign demonstrated how CRM and lifecycle marketing can drive long-term user engagement.

Through sophisticated segmentation and personalized messaging, the fintech app achieved significant improvements in user retention.

Objectives:

  • Increase daily active users (DAU)
  • Improve user retention rates
  • Boost feature adoption
  • Reduce churn

Strategy & Approach:

1. Lifecycle Campaigns

Developed targeted campaigns for each stage of the user journey

2. CRM Funnels

Created automated CRM funnels to nurture users

3. Performance Tracking

Implemented deep analytics to track user behavior and campaign impact

My Role:

As the Media Planning & Performance Lead, I:

  • Designed lifecycle marketing strategy
  • Built CRM funnels and automation workflows
  • Analyzed user behavior data
  • Optimized campaigns for retention

Key Learnings:

  • Personalization Drives Retention — Personalized messages significantly improved engagement
  • Timing is Critical — Right message at the right time made all the difference
  • Multi-Channel Works — Coordinated multi-channel approach improved results

Outcome & Impact:

The fintech app saw significant increases in daily active users and retention rates, leading to improved unit economics.

Execution Snapshot:

Focus Implementation
Channels Email, Push Notifications, In-App Messages
Segmentation Behavioral, Demographic, Lifecycle Stage
Key Metrics DAU, Retention Rate, Feature Adoption

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