The Customer
mPokket: India’s Loan and Finance App.
mPokket, based in India, is a prominent instant loan app tailored to meet the financial needs of individuals across India. With over 50 million downloads and over 20 million satisfied users, mPokket offers small-ticket, short-term loans for immediate needs. Having disbursed loans exceeding ₹16,000 crore (US$1.85 billion), mPokket is a significant player in the fintech industry.
The Challenge
mPokket set out to scale user acquisition while maintaining exceptional traffic quality and minimizing exposure to ad fraud.
As traditional channels grew increasingly competitive and saturated, the team looked for smarter, more efficient ways to connect with high-intent users — especially in emerging markets. Their goal: sustain performance and security without compromising on growth.
Objectives:
- Boost loan disbursement volume by acquiring a larger and more targeted user base.
- Reduction of fraud rate and acquiring genuine, high-intent users.
- Focus on user expansion, fraud prevention measures, and campaign integrity.
The Solution
AVOW deployed a strategic user acquisition approach, combining OEM and Direct sources to boost campaign performance while minimizing fraud. This integration enabled mPokket to scale quickly, maintaining an optimal balance of volume and quality.
Key strategies included:
✅ Rapid scaling of user acquisition via OEM and Direct Channels
✅ Virtually fraud-free traffic via OEMs
✅ Striking optimum balance between volume and quality
The Results
In December 2024, AVOW successfully scaled performance for mPokket, resulting in a 60% increase in loan disbursals compared to the previous monthly average. This growth was driven by targeted user acquisition strategies and robust fraud prevention, showcasing AVOW’s ability to deliver significant results through its own campaign execution.
AVOW’s fraud-free user acquisition solutions helped mPokket connect with genuine, high-quality users. Additionally, AVOW’s exclusive OEM inventory enabled direct user engagement, unlocking underexplored markets with minimal competition.
60%
Increase in loan disbursements in 1 month*
15%
Avg registration to loan rate
30%
Avg install to registration rate
≅490k
Installs in 6 months
The Feedback
Partnering with AVOW has been impactful for mPokket. Their strategic approach towards campaign optimisations, leveraging OEM and direct platforms have made them one of the prime partners of mpokket. By giving quality traffic and least fraud users AVOW has delivered significant growth and efficiency. We’re excited for more success together.
Sounak Mondal
Senior Manager, Performance Marketing
