Cutting acquisition cost 38% for a consumer fintech while doubling verified sign-ups
Performance overhaul for a savings-and-investing app: funnel instrumentation down to KYC completion, bid strategy rebuilt around verified users instead of installs, and Arabic-first creative that finally spoke to the market.
Nileworth was buying installs cheaply but bleeding money after the click: only 9% of installs finished KYC verification. Campaigns optimized to the wrong event, creative was translated English rather than written Arabic, and the CFO was weeks from cutting the growth budget entirely.
- 01
Re-instrumented the funnel so campaigns optimize to 'KYC verified' — the event that actually predicts revenue — instead of installs.
- 02
Rewrote the entire creative library Arabic-first with dialect-correct copy, testing Egyptian colloquial against MSA per placement.
- 03
Rebuilt onboarding with 14 CRO experiments; the winning variant cut KYC drop-off by half with progressive document capture.
- 04
Introduced cohort LTV reporting so spend decisions were made on 90-day value, not day-1 cost.
“The team optimized for the number that matters to our board — funded, verified accounts. Everything else followed.”