in CPA
in CTR
in IPM
marketing and business objectives
Branch Microfinance Bank is a leading personal finance app that offers instant loans to users in East Africa with no physical documentation required.
The lending industry in Kenya has seen rapid growth in recent years, driven by mobile technology. It has become very competitive as numerous fintech startups and traditional banks now offer small, short-term loans through smartphone apps. To stand out from the competition and develop new user acquisition, Branch chose to partner with Welcome Tomorrow.
Despite its strong market position, Branch Microfinance Bank faced a significant challenge in reducing the cost per loan application while maintaining a high volume of quality applications. Traditional marketing strategies were proving costly, and the competitive landscape required a more cost-effective and differentiating approach to attract qualified customers. The need to build trust and authenticity through marketing efforts was also critical, given the nature of financial services.
The team of experts at Welcome Tomorrow bring valuable app marketing knowledge that has been instrumental in developing our ASO, User Acquisition, and Creative Strategy. We saw some positive results, especially in ASO and creative development allowing us to gain valuable insights, which helped us meet our growth objectives.
Ute Oduol
Marketing Lead, East Africa
To address these challenges, Welcome Tomorrow introduced a strategy centered around working with content creators to generate authentic and engaging user-generated content (UGC). This approach involved sourcing and briefing creators to create original content telling how the Branch app works, what it enables users to do and leaving their impressions.
The collaboration worked on the following key areas:
decrease in CPA
increase in CTR
increase in IPM
rank reached on Google Play Store
The collaboration with Welcome Tomorrow has helped us drive success across our online activities. Their depth of expertise on advanced digital solutions has been a game changer for us and enabled our company to build many efficiencies. We are excited to keep collaborating with them.
Welcome Tomorrow’s team of experts shows flexibility and transparency. They take time to understand our business, our market and our team, and bring a sense of structure. Since the beginning, this is not a business transaction, it is a partnership.