The Challenge
A fast-growing digital banking app needed to scale user acquisition significantly while maintaining strict compliance requirements and minimizing fraud. Previous UA campaigns had struggled with high fraud rates (5%+) and low account activation rates.
Key challenges included:
- High fraud rates from incentivized traffic sources
- Complex KYC requirements reducing completion rates
- Need for users who would actively use banking features
- Regulatory compliance across multiple states
Our Approach
ClicksFlyer developed a quality-first fintech acquisition strategy:
Strategy Pillars:
- Fraud Prevention: Implemented multi-layer fraud detection with real-time device fingerprinting
- Quality Scoring: Developed predictive models to identify high-activation-probability users
- Compliant Creatives: All ad creative reviewed for financial regulations compliance
- Funnel Optimization: A/B tested onboarding flows to maximize KYC completion
The Results
Over 6 months, the campaign delivered exceptional quality at scale:
- 500K verified account opens with completed KYC
- CPA of $12 for fully verified accounts
- 85% activation rate (first deposit within 7 days)
- Fraud rate reduced to 0.3% (from 5%+)
- Average account balance of $2,400 within 30 days
Key Learnings
Fintech user acquisition requires balancing scale with quality:
- Fraud prevention at the source is more effective than post-install filtering
- Optimizing for downstream events (deposit) produces better long-term users
- Compliant creative actually improves conversion rates vs. aggressive messaging
- Premium inventory commands higher CPIs but delivers dramatically better LTV