Case Study: BharatPe doubles CTRs for omnichannel campaigns with CleverTap

How BharatPe Doubled CTRs for Omnichannel Campaigns

BharatPe is a fintech that helps offline merchants accept UPI payments and offers products like loans, bookkeeping, and insurance. Facing low internet penetration in parts of India and high merchant drop-off during onboarding and KYC, the company relied on generic “spray-and-pray” campaigns and lacked a way to personalize messaging or measure which creative, timing, or channels worked best.

Partnering with CleverTap, BharatPe implemented omnichannel, behavior- and location-based segmentation and automated journeys (push, in‑app, SMS, WhatsApp) with control-group testing to nudge merchants back into flows and complete KYC or QR-code orders. The change enabled highly targeted communications at scale—moving from seasonal blasts to 10–20 personalized campaigns daily—and delivered a 2x increase in CTRs while reducing drop-offs across the onboarding lifecycle.

BharatPe

Huzefa Bohra

Manager-Brand and Marketing