Scaling a FinTech App to 52.4M Active Users
Ramanpreet Chopra
The challenge
A leading Indian NBFC wanted to grow its all-in-one financial app (lending, EMI management, bill payments, shopping and repayments) in a highly competitive fintech market. The goal went beyond installs: users had to sign up and keep transacting in the app.
Objectives
Drive app installs in a crowded market
Turn installs into sign-ups and active in-app usage
Make the customer journey fully digital
What we did
Dual-target strategy: separate approaches for existing customers and new prospects
Precision install campaigns: excluded irrelevant categories, in-market segments and bots; targeted people actively searching for similar financial products; used varied ad formats to lift engagement
Post-install sign-ups: focused campaigns built for sign-ups, with audiences segmented by competitor apps, features and finance intent, plus tailored offers
In-app engagement: offer-based campaigns for key features and a rewards programme for transactions
Results
52.4 million active users
5.25 million monthly app installs
88% sign-up rate after install
Broke into the Top 10 finance apps on Google Play in India
Led as part of the paid media team at ARM Worldwide.
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Posted Oct 3, 2026
Paid media for a leading NBFC's finance app: 52.4M active users, 5.25M monthly installs, 88% post-install sign-up rate and a Top 10 spot on Google Play.
