Case Study: AXEL (file-sharing app) doubles retention rates with CleverTap

File Sharing App AXEL’s Secret to Doubling Retention Rates: Smart User Segmentation

AXEL, a file storage and sharing app founded in 2012, needed to turn a surge of new users into long‑term customers. The team’s core challenge was driving activation, engagement, and retention—specifically increasing shares, file transfers, and invites—while improving onboarding and creating paths to monetization.

Using CleverTap’s data-driven tools—automated RFM segmentation, Journeys with fallback messaging, real-time dashboards and funnel analysis—AXEL targeted the right user segments and optimized the onboarding flow (cutting account-creation time by 33%). The result: cohort retention roughly doubled in three months and major engagement gains across KPIs (shares +238%, folders created +138%, files transferred +85%, new user invites +76%).

AXEL

Joshua Shorter

Director of User Engagement