Microfinance Organization

Case Year: 2023

About the Project

Microfinance institutions often face mistrust and high entry barriers. The core challenge was to prove the service’s reliability, transparency, and value — while meeting bold business goals: attract 7,500 users, keep CPI under 350 KZT, and ensure low-cost loan issuance.

Execution

Three key pillars shaped the project:

– Deep analysis of user behavior and psychological barriers

– Precision-crafted communication strategy focused on safety, transparency, and ease-of-use

– Ad channel optimization and UX improvements in the mobile app

Fine-tuned targeting, A/B testing, trust-building visuals, and native promotion pushed the campaign beyond all expectations.

Results

+46.7% above the target installs

CPI — 150 KZT (2.3× lower than planned)

29.28% conversion to loan issuance

Cost per loan — cut in half

ROI Group's Role

We ran in-depth research, crafted the communication strategy, redesigned the user journey, and delivered full digital campaign support — from concept to issued credits.