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Vertical · Fintech

User Acquisition For Fintech Apps: Optimize To Funded Accounts, Not Installs.

For neobanks, trading, crypto, payments and lending apps, an install is worth almost nothing on its own. Value arrives when a user passes KYC and makes a first-time deposit (FTD). Fintech UA has to bid on the likelihood of that deep event — under tighter compliance rules and higher fraud pressure than most categories.

KPIs That Matter

CPA · KYC

Cost per verified account

FTD

First-time deposit or funded account

Cost Per FTD

Spend divided by first deposits

Retention D30

Accounts still active after a month

01

The KPIs That Matter

Core fintech UA KPIs
KPIWhat It Tells You
CPA (registration / KYC)Cost to get a user through sign-up and identity verification.
FTD rate and cost per FTDShare of installs making a first deposit, and what each one costs — usually the main optimization target.
Deposit value / funded balanceQuality of funded users beyond the first deposit.
D30 retention / active tradersWhether funded users keep transacting.
ROAS / LTVRevenue from fees, interchange or spreads against acquisition cost, over a longer horizon.
02

Challenges Specific To Fintech

  • Deep, delayed conversions — KYC and FTD can happen days after install, slowing the learning loop.
  • Compliance — financial advertising rules differ by market; creatives need required disclaimers and must avoid misleading return claims.
  • Fraud and incentive abuse — sign-up bonuses attract bonus hunters and fake identities.
  • Platform policies — some exchanges and apps restrict financial or crypto categories.
  • Trust — users need reassurance about security before they deposit.
03

How Adora X Addresses Them

We map your funnel events in the MMP — install, registration, KYC submitted, KYC approved, FTD — and optimize toward the deepest event with enough volume, moving deeper as data accumulates. Fraud signals from your MMP and our own post-install checks remove sources that generate registrations without funded accounts.

  • CPA and FTD-oriented bidding with intermediate event proxies during learning.
  • Geo- and category-aware supply selection respecting financial ad policies.
  • Creative review for disclaimers and claim language before launch.
  • Retargeting for users who started but did not finish KYC.
  • Source-level reporting of cost per FTD, not only cost per install.

Next Step

Growing a fintech app? Book a demo to plan an FTD-focused campaign.

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