Company Overview
Fi Money is a neobank offering AI-driven personal finance products. NYX partnered with Fi Money to run performance marketing across Google and Meta, with a specific mandate to fix inefficient acquisition spend and weak post-onboarding retention.
Challenges
NYX diagnosed three specific problems dragging down Fi Money's paid acquisition and retention performance:
High user acquisition costs on Google & Meta
Competitive bidding, broad targeting, and low ad relevance were driving up CPCs and CPAs, compounded by inefficient budget allocation across campaigns.
Low retention post-onboarding
Google Display remarketing failed to keep users engaged. Irrelevant ad creatives, poor targeting, and insufficient frequency capping were causing ad fatigue rather than re-engagement.
Ineffective targeting on Facebook ads
Financial product ads were too broad and lacked audience specificity, diluting relevance for a category where message-to-persona fit matters.
NYX Solution
NYX rebuilt the acquisition and retention approach around Campulse AI, addressing all three diagnosed problems directly.
AI-Driven Persona Segmentation
Built multiple ad groups around distinct financial personas, each with relevant, persona-specific messaging, replacing the broad, undifferentiated targeting that was inflating costs.
Adaptive Creative on Facebook Ads
Personalized financial product ads based on each user's past interaction data, directly addressing the specificity gap in Facebook targeting.
Behavioral Trigger Campaigns
Layered behavioral-triggered campaigns on top of standard remarketing across both Facebook and Google Ads. Users who interacted with specific product categories, such as savings plans or loans, were automatically shown ads reinforcing that interest or offering incentives to complete sign-up, directly targeting the post-onboarding retention gap.
Campulse ran the persona segmentation, the adaptive Facebook creative personalization, and the behavioral-trigger remarketing logic behind all three pillars, which pulled CPA down and lifted retention together. For a finance brand, this is the highest-value pattern it enabled: acquisition and retention weren't run as two separate motions. The same behavioral-signal layer that qualified a lead also decided what kept that user engaged post-onboarding, which is why CPA and 180-day retention moved together here rather than as a trade-off.
Business Impact
Over the 5-month engagement, Fi Money saw acquisition costs fall while retention and lifetime value both improved, a combination that's hard to achieve when optimizing for volume alone.
The campaign delivered measurable improvements across both acquisition efficiency and customer value. CPA decreased by 18%, from ₹359 to ₹305, helping Fi Money acquire customers more cost-effectively. At the same time, 180-day customer retention improved by 3.5 percentage points, from 15% to 18.5%. Most notably, Customer LTV increased by 22%, demonstrating stronger long-term customer value and a more sustainable growth strategy.
Key TakeAway
By tying acquisition targeting and retention re-engagement to the same behavioral signal layer through Campulse, NYX moved Fi Money's CPA, retention, and LTV in the same direction at once, cutting cost while making each acquired user worth more over time.
