Money X
Digital Marketing Strategy
About
23K+ Installs
Money X is an AI-powered personal finance app by Hextar Vision Sdn Bhd. It helps users track spending, understand patterns, and make smarter money decisions using personalised insights, reminders, and easy access to key financial actions - like exploring products and starting savings-related journeys, all in one place.
Geo: MY
30%+
Install-Reg
800+
Saving account
form completions (RT)
40%+
Reg-Saving
Form (RT)
23K+
Installs at scale
Objective
- ✓Build brand awareness by showing how AI-driven insights simplify personal finance
- ✓Drive app installs through performance marketing
- ✓Improve in-app interactions and retention by focusing on post-install behaviour (not installs alone)
- ✓Position Money X as a go-to fintech app for smarter money management
- ✓Re-engage existing/lapsed users and push them toward a key high-intent action (Saving account form)
- ✓Make acquisition and reactivation work together: scale+quality+real actions
In finance apps, installs alone don't mean anything - many users download and then drop off quickly.
A big chunk of users stop using the app due to friction, distraction, or simply losing the habit.
The real business value comes when users complete a meaningful step (like a savings account form), but getting them back to do that is harder than getting the install.
We ran two separate campaigns, each with a clear job, and designed them to work like one funnel:
MoneyX Install Campaign (CPI)
Purpose: Acquire new users at scale CPI
Delivered 23K+ installs while maintaining an install-to-registration rate of over 30%, ensuring volume without sacrificing quality.
Used CPI campaigns as a learning engine to identify creatives and audiences that brought intent-driven users, not just raw installs.
Savings Account Form Campaign (CPA Retargeting)
Purpose: Bring back existing users who stopped using the app and drive them to complete a high-intent action
Re-engaged inactive users and delivered 800+ savings account form events.
Achieved a registration-to-account-form conversion rate of 40%+, proving that retargeting could drive real financial actions, not just app opens.
In simple terms:
CPI campaigns drove initial user acquisition, while CPA retargeting re-engaged high-intent users and guided them toward completing the savings account form. Together, they converted installs into real financial journeys.
Campaign 1: CPI (MoneyX Install)
- Ran install-focused campaigns to build new user volume.
- Keep learning tight: which creatives and audiences bring in the right kind of installs (not random volume).
- Optimized beyond installs to focus on install-to-registration behavior.
- Delivered 23K+ installs while maintaining an install-to-registration rate of over 30%, ensuring quality alongside scale.
Campaign 2: CPA RT (Savings Account Form)
- Built retargeting audiences of existing users who had gone inactive (users who stopped using MoneyX for any reason).
- Served them focused retargeting ads that nudged them back into the app with one clear goal: complete the savings account form.
- Optimized campaigns on CPA tied directly to the form completion event, not impressions or clicks.
- Delivered 800+ savings account form events.
- Achieved a registration-to-account-form conversion rate of over 40%, demonstrating strong post-install intent.
Impact
This two-campaign set up created a practical growth engine: Money X could keep acquiring new users through CPI while simultaneously re-engaging existing users through CPA retargeting and pushing them toward a deeper, higher-value action.
Net result: growth wasn't just installs - it was installs+returning users+real financial journeys started inside the app
Results
Scaled installs by optimizing campaign performance and targeting the right users to drive consistent growth of the user base.
Reactivated dormant users via CPA retargeting and drove them toward a meaningful conversion event (savings account form).
Balanced reach+quality by separating goals clearly: CPI for scale, CPA RT for intent.
23k+ Installs
at scale
30%+ Install to
registration rate
800+ Saving
Account forms (RT)
Post-Registration
Conversion 40%