If you want your FinTech app to thrive, perfect your lifecycle marketing system. That’s what Times Internet’s VP of Growth Marketing, Vivek Girotra, recommends. In this episode recorded late last year, our host Peggy Anne Salz questions Vivek on best practices for FinTech apps to increase user retention and meet engagement goals. Vivek implores marketers to leverage market cycles, personalize communications, and get creative with metrics while he announces Abound – a neobank for Indian expats who live outside the subcontinent.

“The Big Leap,” a video interview series featuring the most respected CMOs and executives globally, reveals the steps, strategies and stories that have allowed marketers to achieve growth through retention. The series is hosted by Peggy Anne Salz.

About CleverTap:

We are a mobile user engagement and analytics platform enabling startups, marketers and developers to use the power of data and messaging to personalize customer experiences on mobile apps.

Today, thousands of marketers and developers worldwide use CleverTap to gain deep customer insights to improve user loyalty.

Visit our website: https://clevertap.com/

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CHAPTER TIMESTAMPS

00:00 Vivek’s approach to FinTech

06:17 Adjusting product based on market research

09:03 Fintech apps as underlying UA campaigns

12:33 The US loves super stores, but will it love a super app?

15:22 Leveraging cricket and the macrocycle

18:33 The five Ws

21:51 Reducing FinTech churn

23:20 How Times Internet increases “customer stickiness”

26:51 Moving customers down the funnel

29:23 Blending a metric smoothie

31:38 Marketers: stop being lazy

33:53 Invest in brand marketing at the right time

34:58 Announcing Abound