Overview
Fatakpay is a leading digital lending platform in India, offering fast and flexible credit access to both salaried and self-employed individuals. Through personal loans and earned wage advance products, Fatakpay supports financial wellness by providing simple, on-demand credit solutions.
In 2025, Fatakpay partnered with Mobrand to scale its reach and maximise qualified credit disbursements through a full-funnel performance campaign.
- - App vertical: Finance
- - Platforms: iOS, Android
- - Geolocation: India
Campaign goals
Mobrand’s campaign with Fatakpay aimed to:
- - Increase the volume of credit disbursements
- - Improve Install-to-User Created rate
- - Improve User Created-to-Credit Disbursed rate
What we achieved
Between March and July 2025, Mobrand helped Fatakpay grow its credit-qualified user base, scale loan disbursements, and optimise its conversion funnel through consistent media activation.
Key highlights
- - During 5 promotional months (from March to July 2025) Mobrand managed to scale the number of Users Created, delivering a 10x increase
- - Achieved 10x increase in Credits Disbursed in 5 months
- - Sustained growth without compromising funnel quality. Mobrand maintained an average 18% User Created-to-Credit Disbursed conversion rate, even as acquisition volumes increased
Strategy & Execution
Mobrand implemented a targeted user acquisition strategy tailored specifically for loan app growth, combining in-house targeting tools with conversion-driven optimisation.
- - Traffic Channels: Programmatic media buying
- - Ad Formats: Static banners, videos, native ads, and interstitials designed for finance-savvy audiences
- - Audience Strategy: India-focused targeting prioritising high finance intent; lookalike and retargeting segments built from behavioural data
Optimisation methods
- - A/B testing of creatives based on full-funnel data (Install → User Created → Credit Disbursed)
- - Automated bid adjustments linked to live performance metrics
- - Dayparting strategies to focus delivery during high-intent users activity times
