In fintech marketing, getting leads is easy. Getting the right leads is the real challenge. Many campaigns look successful on the surface. They generate clicks, leads, and a low cost per lead. However, those users often never complete KYC or make their first transaction. And that’s where the real gap becomes visible.
Jiraaf partnered with Kentrix.ai to shift the focus from volume-led acquisition to intent-led growth. The goal was simple – attract users who are more likely to convert and invest on the platform.
Challenge
Jiraaf operates in a highly regulated fintech environment where growth is not defined by lead volume alone, but by the quality of users who complete KYC and initiate their first investment transaction. Like many investment platforms, Jiraaf relied heavily on audiences sourced from a leading payment gateway and data aggregator to drive lead generation campaigns on Meta. While these audiences delivered scale and surface-level engagement, they often fell short deeper in the funnel.
The primary challenge was funnel leakage. A significant portion of acquired leads either dropped off during KYC or never reached First Transaction Initiation (FTI). Jiraaf needed an audience strategy that could move beyond generic financial users and instead prioritise real investment intent, compliance readiness, and likelihood to transact.
The challenge, therefore, was not visibility or reach. It was alignment. Jiraaf wanted to improve acquisition quality by aligning media activation with users who were more likely to convert meaningfully, not just click or submit a lead form.
Kentrix.ai’s Approach
Kentrix approached the problem by rethinking audience creation through the lens of intent rather than generic financial behaviour. Using Persona 360, Kentrix designed a strategy that prioritised who is most likely to invest, not just who is most likely to click.
For Jiraaf, Kentrix built 3 different audiences, each representing a different layer of investment readiness. These audiences were created using Kentrix’s proprietary lifestyle segmentation framework (LSI), income segmentation (ESI) and spending based signals. For spending based behaviour, various parameters were considered like affinity for the purchase of financial products like fixed deposits and mutual funds, real estate purchases, travel behaviour, and luxury product purchases.
Rather than creating a single broad cohort, Kentrix intentionally diversified the audience strategy. Each audience captured a slightly different profile of potential investors, ranging from financially active users already exploring structured investment options to those already demonstrating readiness for regulated financial products. This layered approach allowed Jiraaf to test and learn while maintaining focus on conversion depth.
All 3 audiences were activated on Meta for lead generation campaigns. While clickthrough rates (CTR) and cost per lead (CPL) were measured, even other conversion metrics like KYC and first time investment were taken into account.
Results
The results clearly indicated a shift in acquisition quality. Click-through rates ranged between 0.51% and 0.60%, while cost per lead remained competitive across all three audiences.
Kentrix audiences also showed higher click-to-lead conversion rates, reaching up to 4.16%. Most notably, First Transaction Initiation (FTI) actions were observed only from Kentrix-built Persona 360 audiences.
While the campaign numbers validated performance, the larger win was strategic. Jiraaf was able to move away from vanity metrics and instead evaluate acquisition success through meaningful conversions. The improved lead quality helped ensure that marketing spend was contributing to real revenue impact, not just top-of-funnel activity.
Compared to Jiraaf’s earlier audiences sourced from a leading payment gateway, Kentrix audiences delivered better-quality leads and more meaningful downstream actions.
By aligning acquisition with intent, Kentrix helped Jiraaf improve lead quality, reduce funnel leakage, and ensure marketing spend contributed directly to revenue driving actions.
