177% increase in downloads since migrating MMPs

NG.CASH (New Generation.Cash) is a Brazilian financial app that helps Gen Z gain financial independence. Teenagers and young adults can begin building their financial lives with a complete digital account, with prepaid Mastercard cards. This ensures that users cannot accumulate debt early on while still having access to purchases in this mode. NG.CASH extends traditional financial services like instant transfers, savings accounts, and crypto investments, even allowing Gen Z to execute transactions directly through their phones via WhatsApp Text, audio, or photo. The team plans to add additional services that will advance with the financial needs of Gen Z.

NG.CASH has seen significant growth in a short period of time. As an online banking app, every transaction is a conversion event, so between its rapid growth, tracked events, and crucial features that were gated behind additional paywalls, NG.CASH could not afford to stay with AppsFlyer. The pricing model penalized NG.CASH’s growth and made it untenable to continue acquiring users and tracking the number of events needed to adequately understand campaign performance.

Another challenge for the team was that to scale campaigns, NG.CASH needed to diversify traffic and expand to new partners outside of Facebook and Google, but the team didn’t feel confident expanding marketing strategies without fraud protection. Unfortunately, this comes at an extra cost at Appsflyer.

As an online banking app that deals with very sensitive user data, NG.CASH is also extremely dedicated to user privacy, so running SKAN campaigns was a crucial component to scaling on iOS, but NG.CASH found it difficult to navigate the SKAN solution and understand iOS performance with AppsFlyer. Julyana Dahan, Head of Growth at NG.CASH, believes this stunted the expansion into iOS and prevented the team from investing more.

With all of these challenges, Julyana, and the NG.CASH team knew they needed to start looking for a different MMP, but switching MMPs during a hypergrowth phase did raise some concerns:

The NG.CASH team renegotiated with AppsFlyer, met with Adjust, and evaluated Singular; ultimately deciding that Singular was best suited to help them understand the impact of their marketing strategies as they continued to grow.

Singular offered NG.CASH inclusive packaging that addressed their need for improved SKAN visibility, fraud prevention, and a pricing model which allowed them to scale at a cost that made financial sense.

Of course, migration and the potential risks during such a pivotal phase in their growth were top of mind for NG.CASH.

“The biggest challenge in deciding to migrate to Singular was the risk of losing agility and traction during this period of significant growth. However, Singular presented a phased approach to help navigate the migration, which eased our concerns and gave us the confidence to move forward.”

NG.CASH did not want to stop campaigns to migrate, so Singular built a detailed plan that fit NG.CASH’s bandwidth, timeline, and requirements to preserve campaigns.

Having a localized team, weekly onboarding and migration syncs, and a dedicated slack channel was a huge value add that NG.CASH hadn’t experienced before. With AppsFlyer they only spoke to their rep 2x a year.

All in all NG. Cash did not experience any disruptions to its marketing efforts or see a decline in growth, Julyana shares, “The phased approach for the migration process prevented any negative impact.”

Following a successful migration to Singular, NG.CASH could start capitalizing on features that were excluded by Appsflyer.

Looking ahead, NG.CASH is looking forward to exploring web solutions to take their marketing strategy beyond mobile.