How Moneyview improved retention with personalization and seamless CX
Overview
- Moneyview, a decade-old credit-led financial services company, aimed to scale growth in a competitive market challenged by low retention rates and persistent mobile ad fraud.
- By leveraging AppsFlyer’s advanced audience segmentation, OneLink-powered deep linking, and robust fraud prevention measures, Moneyview effectively addressed user engagement challenges.
- This data-driven approach led to a 22% increase in cross-sell conversions and a 15% reduction in customer acquisition costs (CAC).
Background
Founded in 2014 by Puneet Agarwal and Sanjay Aggarwal, Moneyview is a Bangalore-based fintech company offering personalized financial products, including credit, savings and bill payment products along with credit tracking, and personal financial management solutions.
In November 2016, the company shifted its primary focus to democratise access to credit to all Indians. With over 100 million users, the company emphasizes retargeting and re-engagement strategies to cross-sell its diverse offerings, which now include motor insurance, digital gold, credit cards, loans against property, home loans, and savings products like fixed deposit marketplace.
Challenge
Balancing growth with cost efficiency
As a fintech company focused on strong unit economics, Moneyview needed to scale without compromising profitability. However, fragmented attribution data across multiple channels made campaign optimization difficult. Rising acquisition costs further added pressure.
We are growing while having to maintain profitability, which means we have to consider cost, scalability, and efficiency at every step.
Tharun Aluka, Director of Digital Marketing at Moneyview
Driving user engagement in a low-retention market
In a market with naturally low retention rates, Moneyview had to constantly reacquire dormant users, which increased acquisition costs.
One strategy was to cross-sell to these users, but scaling this approach required identifying high-value segments and tailoring messaging for its diverse product suite—from loans and motor insurance to digital gold. Without detailed audience insights, effective audience segmentation was not possible and re-engagement efforts remained broad and less effective.
“Retargeting is critical for us. With over 100 million users, successfully cross-selling these products is a top priority,” said Mr. Tharun, emphasizing that effective retargeting is key to achieving the company’s goals.
Combating mobile ad fraud
Mobile fraud, including bot fraud, click spam, and install hijacking, diverted spend towards fake installs. Fraudulent traffic inflated performance metrics, leading to misleading insights and inefficient budget allocation.
As a result, Moneyview faced a vicious cycle where fraud not only eroded marketing budgets but also obscured true campaign performance, making it harder to optimize marketing efforts and achieve profitable growth.
Solution
Enhancing engagement with AppsFlyer audiences
Moneyview implemented AppsFlyer Audiences to build granular audience segments for more effective re-engagement campaigns. By targeting users most likely to adopt products like fixed deposits and motor insurance, Moneyview significantly improved retargeting efficiency.
Improving user journeys with AppsFlyer’s CX and deep linking suite
AppsFlyer’s OneLink-powered deep links direct users to specific app pages or product flows, enhancing navigation and in-app engagement. Moneyview used OneLinks across various channels—such as push notifications, SMS campaigns, and social media ads—to guide both new and returning users directly into the most relevant in-app experiences.
For instance:
- Personal loan campaigns: By clicking on a OneLink in an email or display ad, potential loan applicants were taken straight to the loan application flow within the app, bypassing generic landing screens.
- Moneyview Gold cross-sell: Dormant or existing users who clicked on a promotional SMS about digital gold could be brought directly to the gold purchase page, expediting the purchase journey.
- Targeted notifications: Push notifications or retargeting ads featuring specific product offers (e.g., motor insurance) used OneLinks to ensure that, upon tapping, users landed on the relevant product detail page in-app.
This tailored approach significantly reduced friction, improved conversion rates, and promoted deeper engagement with Moneyview’s growing portfolio of products.
OneLink helps us understand where a user is coming from and ensures we guide them seamlessly through their journey, whether it’s for user acquisition or in-app cross-promotion.
Tharun Aluka, Director of Digital Marketing at Moneyview
Optimizing performance with the AppsFlyer measurement suite
AppsFlyer’s measurement suite provided Moneyview with accurate and real-time attribution data, addressing the delays they previously faced.
By integrating AppsFlyer measurement data into their in-house attribution model, Moneyview could measure retention rates and MAUs more accurately.
“AppsFlyer’s data accuracy and freshness have been critical for our real-time decision-making and campaign optimization,” shared Tharun.
Strengthening fraud prevention with Protect360
AppsFlyer fraud detection and prevention suite, Protect 360, provided Moneyview with advanced fraud detection and prevention capabilities. By tackling bot fraud and click spam, Protect360 ensured that campaigns reached genuine users, reducing invalid traffic and improving ROI.
“Protect360 has significantly reduced fraud and enhanced the efficiency of our marketing efforts,” said Tharun.
Results
Through AppsFlyer’s advanced analytics and fraud protection, Moneyview:
- Increased cross-sell conversion rates by 22%
- Reduced customer acquisition costs (CAC) by 15%
- Enhanced user engagement with seamless deep-linking experiences
- Eliminated significant fraudulent traffic, improving ROI
By integrating AppsFlyer Audiences, OneLink deep linking, and Protect360, Moneyview achieved measurable success, reinforcing its position as a leader in India’s Fintech sector.
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