How Flourish Money scaled installs with creator-led paid.
Flourish Money needed installs that actually retained. We built a roster of vetted finance creators, whitelisted the winners into paid, and tracked installs to D7 retention — hitting 180K installs at a ₹28 CPI.
Flourish Money could buy installs but not retention. The brief: drive volume that sticks, using trusted finance voices rather than generic app-install ads.
Finance is a trust category and YouTube/Instagram finance creators vary wildly in audience quality. Generic install campaigns delivered cheap installs that churned by D3.
We vetted creators on audience authenticity and buying intent, optimized campaigns for D7 retention rather than CPI alone, and whitelisted the best-performing creator content as paid ads.
How it actually shipped.
- Phase 1Month 1
Creator vetting
Built a 12-creator roster screened for authenticity and intent.
Influencer - Phase 2Months 1–3
Retention-led campaigns
Optimized install campaigns for D7 retention, not just CPI.
Performance Marketing - Phase 3Months 3–5
Whitelisting
Ran top creator content as paid ads from their own handles.
Whitelisting - Phase 4Months 5–7
Scale
Scaled spend while holding CPI and retention benchmarks.
Scale
What changed for Flourish Money.
Volume that retained, not vanity downloads.
Well below the fintech category benchmark.
Trusted voices delivered higher-quality users.
Whitelisting beat brand-run ads on conversion.
“They optimized for the metric that mattered — retention — not the one that looks good in a deck. Our cohorts have never been healthier.”
Lessons that transfer.
Optimize for retention
Cheap installs that churn cost more than they save.
Vet the audience
Creator follower counts mean nothing without intent.
Whitelisting compounds
Creator-native paid out-converts brand-run ads.
Trust is the channel
In finance, the messenger is the message.
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