Brand and Business Context 

Simpl is one of the pioneers of the Buy Now Pay Later category in the Fintech space. With Lazypay being a close competitor, Simpl wanted to ramp up user acquisition and also ensure that high quality users come through our funnel. 

The initial focus was on establishing technical integrations and foundations, which included setting up measurement mechanisms with Branch and Clevertap.  The marketing strategy involved segmenting credit card users and content based on user types and categories.