InDesign Elements - June 19, 2025
Fintech Playbook Strategies: Educate Users to Retain Them
In today’s fast-moving world, more consumers than ever before rely on finance apps to manage their daily lives, make transactions, and plan for the future. The rapid shift to digital-only financial services has unlocked a new wave of opportunity for fintech and insurtech brands ready to meet rising expectations.
To win and retain customers in 2025, fintech marketers must create value-driven, real-time experiences powered by personalized communication and data-driven insights. Every message matters—and it must be timely, relevant, and helpful.
But just being present on mobile isn’t enough. Success now depends on aligning communication strategies with each stage of the customer lifecycle. In the updated Rethink Fintech Playbook, created with mobile analyst Peggy Anne Salz, we identified four core pillars to drive both user retention and business growth:
Educate: Personalize onboarding using behavioral insights to promote deeper app engagement.
Empower: Use automation and personalization to help users reach their financial goals.
Encourage: Deliver predictive, proactive communication that keeps users active and loyal.
Expand: Leverage what works to retain users long-term and strengthen brand affinity.
This customer-first approach helps fintech apps transition from being tools to becoming trusted financial partners in their users’ lives.
Customer Education in the Marketing Mix
Early-stage users often encounter friction—during registration, verification, or even just learning how to use the app. This is the golden moment for marketers to offer proactive education that prevents drop-offs and builds trust.
One of the most impactful examples of this is MOVii, a leading mobile wallet and neobank in Colombia. Their mission to foster financial inclusion focuses on making banking as intuitive as handling cash—and user education is central to that mission.
According to Natalia Garcia Ocampo, MOVii’s CMO, effective user education helps guide customers through complex processes and transforms onboarding into a journey of empowerment. This customer-first approach has changed how MOVii’s marketing team operates.
Personalized Education Reduces Churn
“Education has become a leading vertical inside the marketing team,” Garcia says. In practice, the team divides efforts between acquiring, engaging, and educating users according to their profile. “Improving and individualizing education is one of our main objectives right now.”
As Garcia explains, education has evolved into a dedicated function within the marketing team. Instead of generic onboarding, they segment users based on behavior and tailor messaging accordingly.
Using CleverTap’s customer engagement platform, MOVii closely tracks each user’s journey—why they signed up, what they’re trying to achieve—and offers personalized recommendations at key touchpoints. This data-driven, educational approach helps occasional users become loyal customers over time.
For instance, during account registration (which requires a selfie and identity proof due to legal mandates), many users hit roadblocks. MOVii identifies these points of friction and sends personalized push notifications to help users continue. The result? A staggering 82% drop in monthly churn, from 17% to just 3%, and a major boost in mobile transactions.
Learning From Users to Increase Relevance
As users grow more familiar with the app, the challenge shifts from guiding to growing. MOVii doesn’t just teach users—it also learns from them. By understanding which users need support and which are ready for advanced features, the team adapts messaging to meet evolving needs.
“When users no longer need basic guidance,” Garcia says, “we switch gears and show them new ways to live their financial life inside MOVii.”
Top Takeaways for Fintech Marketers
If you’re building or scaling a fintech product, take a page from MOVii’s playbook. Here’s what you can apply:
Map the full user journey. Understand the stages your customers go through—from onboarding to mastery.
Use data to personalize communication. Generic messaging won’t cut it—know what each user needs and when.
Prioritize user education in your marketing mix. Make onboarding educational, empathetic, and empowering.
Track behavioral triggers. Know when to shift messaging from help to growth.
Final Thoughts: Educate to Empower
In the competitive world of mobile marketing for fintech, education isn’t just a one-time onboarding feature—it’s a continuous strategy to build trust, reduce churn, and drive app engagement. The brands that succeed are those that treat education as a long-term investment in customer success.
At its core, customer education in fintech is about turning everyday app interactions into moments of clarity and confidence. Done right, it transforms users into loyal advocates—and your app into a financial companion.
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