Case Study: CASHe, India’s most accessible credit lending app, increases MAUs by 47% in a year with WebEngage

How CASHe, India’s most accessible credit lending app, increases its MAUs by 47% in a year using WebEngage

CASHe is an India-based app-first credit lender (founded 2016) that underwrites short-term personal loans using a Social Loan Quotient for users with limited formal credit history. Faced with an exhaustive sales funnel and rising churn, the company needed to reduce drop-offs and accelerate profile/KYC completion, so it sought to expand its omnichannel engagement beyond SMS, email and push by adding IVR as a proactive nudge channel.

Leveraging WebEngage’s Journey Designer, live segments, Call an API and IVR integration, CASHe implemented personalized, event-triggered IVR journeys (with WebEngage tokens and call-disposition feedback) to remind users to complete KYC and other steps and to automate follow-ups. The program routed 35% of users via IVR deeper into the funnel, helped lift repeat users by 75%, achieved a 47% increase in MAUs in a year, improved application-to-disbursal rates, and significantly reduced user drop-offs.

CASHe

Nishant Mehta

Deputy Manager