Watch the Full Interview with Maria from Libertex Group
Watch the full interview below or on AVOW’s YouTube channel.
Caption: Watch the full conversation with Maria, Head of Media Channel at Libertex Group, on scaling user acquisition in regulated markets.
Trading app user acquisition is one of the hardest corners of mobile marketing. A trading app launches in a new market. The regulator has strict rules on messaging. The usual paid channels are saturated. Costs per install climb every quarter. This is the reality most fintech marketers face, and it’s exactly the terrain Libertex has learned to navigate.
Maria, Head of Media Channel at Libertex Group, shared how her team grows the user base across regulated markets without sacrificing lead quality. Her approach centers on four things: diversifying channels, building trust through compliant messaging, filtering for quality traffic, and using AI without losing human judgment.
What You’ll Learn in This Episode
- Why relying on Google and Meta alone limits growth for trading apps
- How OEM traffic fits into a diversified user acquisition strategy
- Why regulation pushes marketers toward education, not away from creativity
- How Libertex filters for quality across the full funnel, not just at install
- Where AI helps, and where human judgment still has to lead
Diversification Drives Sustainable Growth
Libertex treats channel diversification as core strategy, not a side experiment. Maria is direct about this: traditional performance platforms like Google and Meta are no longer enough on their own to sustain growth in a competitive market.
Her team actively tests new channels, creative formats, and campaign structures to keep a balanced mix of volume and quality.
Why it matters: Diversifying traffic sources reduces dependency on platforms that can change their algorithms or policies overnight. It also smooths out user inflow, so growth doesn’t stall when one channel underperforms.
OEM Traffic as a Growth Lever
One channel Maria highlights is OEM traffic, inventory acquired directly at the device level through original equipment manufacturers (OEMs). This channel sees less competition than standard ad platforms and delivers more predictable performance.
OEM traffic gives Libertex early-stage access to users before they even reach an app store, without the bidding pressure of traditional platforms.
Pro tip: Build channel resilience by testing OEM traffic, influencer marketing, niche CPX networks, and content partnerships alongside your core paid channels.
Trust and Compliance Shape the Message
Trading platforms operate under close regulatory scrutiny, and that limits how marketers can talk about returns. Promises of easy money are off the table. Maria argues this constraint sharpens the message rather than weakening it.
Regulation doesn’t kill creativity. It redefines it. Instead of bold claims, the focus shifts to educational content, transparent communication, and messaging grounded in real user scenarios.
Maria notes that trust matters even more during volatile markets, when users are more cautious about where they put their money.
Actionable tip: Build creative assets around educating users on risk, product features, and long-term value. Keep language simple and grounded in real scenarios rather than abstract promises.
Full-Funnel Quality Filtering
Acquiring a user is only step one. The harder problem is separating genuine traders from low-value or fraudulent leads. Libertex evaluates quality at every stage: install, registration, deposit, and long-term activity.
The team combines internal analytics with data from Mobile Measurement Partners (MMPs) and dedicated fraud detection tools to concentrate spend on users likely to become long-term traders.
Best practices:
- Track registration and deposit metrics alongside raw install counts.
- Work with analytics teams to monitor retention and ongoing activity.
- Apply fraud detection tools to filter out spam and fake accounts.
Key takeaway: Full-funnel quality metrics matter more than volume. High-quality users generate more value over time and sustain growth longer than a high install count ever will.
AI as an Accelerator, Not a Replacement
Libertex uses AI daily across the marketing function: hypothesis testing, creative variation, analytics, and even localization through deepfake technology, which adapts content for different markets quickly and at lower cost.
Why it matters: AI can compress weeks of testing and localization work into days. That speed becomes a real competitive edge in fast-moving markets.
Maria is clear that AI supports human judgment, not replaces it. Clear prompts and strategic oversight keep AI output aligned with brand standards and regulatory requirements.
Actionable advice: Use AI for repetitive tasks, creative testing, and data analysis. Keep humans in charge of strategy and final decisions.
Beyond Traditional App Stores
Traditional platforms are growing less predictable as policies tighten, which is pushing Libertex to diversify further. OEM traffic offers early device-level access with steadier performance and less exposure to algorithm changes.
Maria’s team treats channel testing as an ongoing process, not a one-time project, and continues exploring regional strategies as the fintech space shifts.
Looking ahead, Maria expects “brandformance,” the blend of brand-building and performance marketing, to become central to long-term user value.
Key Takeaways from This Episode
- Relying only on Google and Meta limits growth for trading apps operating in competitive markets.
- OEM traffic gives Libertex predictable, early-stage access to users outside traditional ad platforms.
- Regulation pushes marketing toward education and transparency rather than limiting creativity.
- Quality filtering has to span the full funnel: install, registration, deposit, and long-term activity.
- AI accelerates testing and localization, but strategy and final decisions still need human oversight.
FAQ
What is OEM traffic in mobile user acquisition? OEM traffic is inventory acquired directly at the device level through original equipment manufacturers (OEMs) like Samsung, Xiaomi, or OPPO. It gives advertisers early-stage access to users through app stores, recommendation feeds, and device setup flows, often with less competition than traditional ad platforms.
Why shouldn’t trading apps rely only on Google and Meta for growth? Relying on one or two channels means depending completely on their algorithm and policy changes. Diversifying into channels like OEM traffic, influencer marketing, and niche CPX networks reduces that risk and creates more stable, predictable growth.
How does regulation affect marketing for trading and fintech apps? Regulation limits aggressive claims, like promises of guaranteed returns, but it doesn’t limit creativity. It pushes marketers toward educational content, transparent messaging, and real-life relevance, which builds longer-term trust with users.
What metrics matter most for filtering quality traffic in fintech apps? Install counts alone don’t indicate quality. Registration rates, first deposits, and long-term engagement give a clearer picture of which users are likely to become genuine, long-term customers rather than one-time signups.
How is AI used in fintech user acquisition marketing? AI supports hypothesis testing, creative variation, analytics, and localization, including adapting content for different markets quickly. It works best as a support tool for human strategists, not a replacement for strategic decision-making and regulatory oversight.
Grow Your App with OEM Advertising
Looking to diversify your mobile user acquisition strategy?
AVOW helps app marketers reach high-value users through mobile OEM advertising, partnering with global device manufacturers like Samsung, Xiaomi, OPPO, vivo, and more.
By placing your app directly within device ecosystems, including app stores, recommendation feeds, and device setup flows, OEM advertising helps drive scalable installs and long-term engagement.
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