Case Study: CIMB Singapore boosts app engagement and loyalty with Airship

CIMB’s Personalized Banking at Scale Fuels Engagement & Loyalty

CIMB Singapore, a division of CIMB Group, wanted to turn its CIMB Clicks app into a secure, feature-rich “virtual branch” that could deliver personalized banking and stronger engagement in Singapore. Working with Airship, the bank aimed to improve app usage, customer loyalty, and trust while also addressing rising phishing concerns.

Airship provided In-App Messaging, Message Center, push notifications, and Surveys to help CIMB Singapore deliver segmented, timely, and personalized experiences at scale. The results included a 162% year-over-year increase in monthly active users, 49% app customer base growth in two months, 7% higher direct open rates, 82% higher push opt-in rates, and improved app store ratings, including a 2.8x increase on Apple and 1.5x on Google Play.

CIMB Singapore

Merlyn Tsai

Head of Consumer Banking & Digital