Case Study: SafeBoda achieves 75% month-over-month retention and 42% conversion in Nigeria with CleverTap

How Onboarding Journeys Helped Ride-Hailing App SafeBoda Achieve a 75% Retention Rate in Nigeria

SafeBoda is an East African ride‑hailing service founded in 2014 to provide safer, fairer motorcycle taxi rides (drivers carry two helmets and receive road‑safety training) and now offers services like airtime and parcels across markets including Nigeria. As it scaled into cities such as Ibadan, the marketing team faced three core challenges: effectively engaging users across touchpoints, consolidating real‑time analytics for better decision making, and improving retention while reducing churn.

To solve this, SafeBoda implemented CleverTap for an integrated analytics and engagement stack, using onboarding journeys to nudge first‑time users to book rides, re‑engagement journeys and push/SMS campaigns for inactive or churned users, predictive segmentation, and A/B testing to optimize timing and content. The approach drove a 42% conversion rate on set goals and delivered a 75% month‑over‑month retention rate in Nigeria, while making outreach easier and more cost‑effective.

SafeBoda

David Oladapo

Customer Acquisition Supervisor