About the Brand
Fibe (formerly EarlySalary) is a digital lending platform focused on making credit fast, simple, and accessible. It offers personal loans and flexible payment solutions tailored for young professionals. The brand stands for smart, hassle-free financial empowerment.
About Newton
Newton is a performance-driven, AI-powered growth lab for iOS. Delivering end-to-end app growth through its advanced unified tech stack and expert Managed Services, built for success on the App Store.
Overview
Fibe aimed to build a stronger acquisition engine by focusing on quality over volume, targeting iOS users with superior creditworthiness and intent, and acquiring users with higher eligibility, reliable repayment behavior, and stronger lifetime value. The core objective: capture demand in high-intent moments, maximize in-app conversions, and reduce acquisition costs for scalable growth.
The Result
173%
Increase in loan disbursals
50%
Lift in Tap-Through Rate (TTR)
36%
Reduction in Customer Acquisition Cost (CAC)
75%
Increase in organic installs
From clicks to credit: where Apple Ads meet disbursal goal
- Telescope identified and helped to prioritize high-performing keywords, enabling smarter targeting and securing 100% share of voice
- Seasonal (e.g., Holi) and competitor keywords were aligned with custom product pages to match user intent and Fibe’s strengths
- Through rule-based automation, Cost Per Taps were dynamically optimized, maximizing high-converting traffic while keeping CAC under control
- Integrated Apple Ads with App Store Optimization by directing users to relevant custom product pages, lifting TTR and downloads by 57.8%
Tailored pages, tangible results: Custom product pages that cut CAC
- Utilized Newton’s OpticksAI to create high-performing custom product pages across festive, seasonal, and competitor campaigns, aligning metadata, category trends, and brand inputs
- Ensured precise creative alignment in generic campaigns to match user search intent
- This approach resulted in higher TTR and reduced CAC, proving the impact of intelligent creative optimization
ASO in action: Smarter discovery through keywords, events & creatives
- Prioritized high-TTR keywords like “instant loan” and “personal loan,” achieving 20%+ uplift in organic rankings
- Refined metadata to align with trending queries and enhance discoverability
- Conducted rapid A/B testing and ongoing creative refreshes, powered by continuous App Store Optimization insights
- Ran seasonal in-app events (e.g., Summer campaign May 13–31, 2025) and strategically timed festive, salary-week, and feature launch campaigns, boosting impressions by +15% and redownloads by +7%
