Case Study: Movii achieves 36% reduction in new-user churn during onboarding with CleverTap

How Movii Reduced Churn During Onboarding by 36%

Movii is a Colombian fintech founded in 2016 that issues digital debit cards and an app to help users pay bills, send money, and transact without cash. Facing a culture of cash preference and low post‑signup activity, Movii needed to reduce onboarding drop‑offs, personalize engagement, and increase transactions among new users who weren’t confident using digital payments.

To address this, Movii partnered with CleverTap to track onboarding friction with Funnels, run omnichannel Journey campaigns, automate real‑time segmentation, and A/B test personalized notifications. The result: a 36% reduction in new‑user churn during onboarding, 63% of inactive new users re‑engaged after push campaigns, and a 4x higher CTR from optimized messaging, driving stronger conversion and app stickiness.

Movii

Natalia Garcia Ocampo

Marketing & Growth Director