mDSP's expertise in iOS user acquisition, via programmatic strategies, enabled a leading Indian lending platform to reduce effective cost per acquisition CPA to under $14, optimize cost per registration in the target band of s6, and improve the quality and volume of loan disbursements.
About The Brand
Our client is a top-tier digital lending platform in India, catering to young professionals who often fall into the New-to-Credit (NTC) segment. They offer instant small-to-medium personal loans through a mobile app, with an emphasis on speed loans disbursed in minutes. Their core market consists of users with limited credit histories, high mobile usage, and openness to digital-first financial services.
Lending Trends During Festival Season
Festivals in India drive massive credit demand, from smartphones and appliances to gifting and travel. For New-to-Credit (NTC) users, lending apps are the fastest way to unlock instant loans.
The surge was clear during the 2024 festive season: loan applications doubled, disbursals tripled, conversion rates rose by 15–20%, loan volumes grew 24%, and BNPL adoption spiked
But this growth came with risks. While NPLs remained near multi-decade lows at 2.8% (March 2024), the ratio showed signs of edging upward, raising industry concerns. The RBI even projected a marginal NPL rise by 2027, prompting lenders to tighten acquisition, shrink average loan sizes, and prioritize lower-risk users.
Brand Objectives
For our client, the challenge was to scale aggressively during the festive window without inflating default risk. This meant acquiring users who would complete the full loan cycle, from KYC to repayment, while keeping iOS acquisition costs in check despite auction inflation.
To capture high-intent customers ahead of festive season this year, the brand worked with mDSP to:
mDSP Solutions
Credit-Worthy User Identification
mDSP leveraged its intelligence to build curated cohorts of 10M+ credit-worthy users. By suppressing high-risk profiles and targeting repayment-ready audiences, the brand scaled festive acquisitions without inflating NPL risk.
AI-Driven Creative Optimization
AI-powered insights identified winning formats and ad copies, auto-rotating creatives to prevent fatigue. This precision boosted engagement and delivered a 17% uplift in installs
Post-Install Activation
Targeted activation campaigns nudged users who dropped off post-install with timely reminders for KYC and disbursal. This drove a 24% incremental lift in install-to-disbursal conversions
Results
Our strategic approach delivered significant results across key lending KPIs
to Loan
Disbursement
Disbursement