The Customer
Billease: The Philippines’ leading BNPL platform
Billease has evolved from a niche lender into a highly profitable, mass-market financial app bridging digital credit and everyday retail. Serving the unbanked and underbanked demographic, Billease reported an 80% revenue surge to $151 Million alongside a $13.6 Million net profit for 2025.
The Challenge
Billease sought to elevate acquisition quality by unlocking premium, on-device channels.
To sustain their rapid expansion and protect their high standards for ROAS, Billease proactively moved away from saturated, traditional ad networks. Their next growth frontier required finding a partner capable of navigating direct mobile OEM ecosystems, allowing them to access exclusive, fraud-free inventory and precisely target high-intent audiences at scale.
Objectives:
- Penetrate the “Uncarded” Segment: Acquire high-intent users lacking traditional credit cards.
- Drive Quality Registrations: Focus on users capable of passing strict KYC and credit approvals.
- Boost First-Time Activations: Ensure approved users complete their first transaction or loan withdrawal.
- Maintain Sustainable Costs: Scale the active user base while strictly managing Customer Acquisition Cost (CAC).
The Solution
AVOW unlocked exclusive, high-intent audiences via direct OEM integration.
To bypass crowded traditional networks, we connected Billease directly with top-tier device manufacturers. This closed-ecosystem approach eliminated ad fraud entirely, ensuring every marketing dollar drove transparent, high-quality growth and cementing our role as a core UA partner.
The strategy mix:
☑️ Exclusive on-device placements: Leveraged direct-to-device inventory to guarantee a brand-safe, 100% fraud-free pipeline.
network of co-developed apps.
☑️ Diversified OEM mix: Scaled across major Android brands (Xiaomi, OPPO, vivo, Huawei, Transsion) to maximize regional reach.
ing apps.
☑️ Precision targeting: Used device-level insights to reach high-intent, underbanked users seeking BNPL solutions.
☑️ Tailored user journeys: Deployed dynamic preloads and native formats to seamlessly guide users through KYC approval.
The Results
Billease achieved exponential volume scale while continuously improving downstream loan approvals.
By May 2026, AVOW’s algorithmic optimization ensured that high-value downstream events outpaced top-funnel install growth proving that direct OEM traffic delivers massive scale without compromising user intent.
Key Results
- +602% total monthly installs
- +681% monthly account creations
- +957% auto-approved loans
- 58.6% Install-to-Account Creation rate
+602%
Install growth
+681%
Account creation growth
+957%
Auto-approved loans
58.6%
Install-to-account rate
The Feedback
“AVOW has had a strong influence on our app’s growth. Within just a few months of partnering with them, we saw a 10% increase in our user base. Their expertise in targeting specific user segments has been invaluable, and their dedication to our success is unmatched.“
Jose Fernandez
CMO, Billease
