Dubai, UAE
NuvoPay
Illustrative case studyIllustrative imagery — not verified project photography.
Market
UAE, digital wallet
Category
Fintech app launch
Scale
85,000 funded accounts · illustrative
Year
2025 · illustrative
Services
4
The challenge
A crowded wallet category where users install several apps but fund only one. Cost per install looked healthy; cost per funded account did not.
Our strategy
Shift every channel from installs to funded accounts, lead with trust and everyday rewards, and fix the KYC drop-off inside the app.
Launch thinking
The story behind the launch.
Brand narrative
Money that moves at the speed of the city, with the security of a bank behind it.
Tone of voice
Confident, clear and reassuring. Premium without being exclusive.
Project USP
Instant virtual card on sign-up, cashback at everyday merchants and full UAE regulatory licensing.
Illustrative launch thinking; delivered scope and campaign outcomes require client confirmation.
Execution
- Positioning, naming of card tiers and launch creative
- Meta, TikTok, Snapchat, Google UAC and Apple Search Ads
- App store optimisation in English and Arabic
- Onboarding and KYC funnel optimisation with AppsFlyer attribution
- Lifecycle push, email and WhatsApp journeys
Results
85,000
Funded accounts · illustrative
AED 62
Cost per funded account · illustrative
58%
Install-to-KYC completion · illustrative
All results shown are illustrative preview figures, not verified campaign results.
Next project
Qasr PaymentsCairo, EgyptNext step
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