How Tarrakki Acquired 2,500+ New Users With Meta App Install Campaigns
Tarrakki is an Indian fintech app making mutual fund investing simple and accessible for everyday investors. We built a Meta App Install campaign strategy that acquired over 2,500 new users reaching first-time investors and digitally-savvy young professionals across India who were ready to start their investment journey.
Acquiring Quality Mutual Fund App Users in India's Competitive Fintech Space
India’s fintech and investment app market is intensely competitive established players like Groww, Zerodha, and Paytm Money dominate brand awareness, making user acquisition for a challenger app like Tarrakki more expensive and requiring sharper audience targeting and more persuasive creative than generic ‘start investing’ campaigns could deliver.
Financial app user acquisition in India also faces the challenge of education a significant portion of Tarrakki’s target audience (first-time investors aged 22–35) has never invested in mutual funds before and needs to understand the product before they trust an unfamiliar app with their money. Generic install ads don’t address this trust gap.
Acquire 2,000+ quality mutual fund app users via Meta App Install campaigns in India targeting first-time investors and young professionals with educational creative that builds trust and understanding before the install ask, improving both install volume and post-install activation rates.
Trust-First App Acquisition Strategy for India's Mutual Fund Market
First-Time Investor Audience Targeting
Built audiences around young Indian professionals showing early financial interest signals salary account behaviours, personal finance content engagement, savings and investment research activity, and first-job demographic indicatorst.
Education-Led Creative — Demystifying Mutual Funds
Creative that explained mutual fund investing simply and accessibly 'SIP in 60 seconds', building understanding and reducing the intimidation factor that prevents first-time investors from taking the first step.
App Store Optimisation Alignment
Aligned Meta creative messaging with Tarrakki's App Store listing ensuring the experience from ad to App Store page to first app open was consistent, reducing drop-off at each stage of the install funnel.
In-App Event Optimisation
Shifted campaign optimisation from raw install volume toward first SIP setup as the target event using Meta's app event optimisation to attract users who would actually invest, not just download and abandon the app.
Optimising for First Investment, Not Just Install, Changed User Quality Entirely
Initially optimising for raw installs generated high volume but poor post-install activation users were downloading but not investing. Switching the optimisation target to first SIP setup (the in-app event indicating a user had actually started investing) shifted Meta's algorithm toward finding users who would activate, not just install. Post-switch, activation rates improved significantly while cost per activated user improved simultaneously.
Before & After EmergingAds
Key Insights
📲 Optimise for Activation, Not Install
Switching from install to first-SIP-setup as the optimisation target significantly improved user quality and cost per activated user Meta's algorithm found investors, not just downloaders.
📚 Education Creative Builds Trust for Financial Apps
Demystifying mutual fund investing in the creative itself reduced the trust barrier that prevents first-time investors from installing an unfamiliar financial app.
🎯 Life-Stage Targeting is the Sharpest Signal
Targeting young professionals at first-job and first-income life stages — when investing first becomes relevant generated significantly better user quality than broad financial interest targeting.
What They Say About Us
"We'd been fighting the big fintech brands for the same broad audience and losing on cost. EmergingAds found our specific first-time investor audience and built creative that actually explained why mutual funds make sense. 2,500 new users and our activation rate improved at the same time."
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Fintech Apps & Investment Platforms
Acquire Quality App Users Who Actually Invest
We acquired 2,500+ new mutual fund users for Tarrakki with Meta App Install campaigns. Book a free audit and let’s build your fintech user acquisition strategy.
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