How This Fintech Is Using WhatsApp to Gain New Customers

Financial literacy is a challenge everywhere, but it's particularly acute in Latin America, where less than half of people aged 14 and older have a bank account. Gabriel Roizner recognized this as a problem. He wanted to find a way to improve financial education in the region—the more money literate people are, the better off they'll be later in life—and settled on helping kids improve their spending and savings habits.

In 2020, Roizner, with co-founders Yael Israeli and Pablo Klestorny, launched Mozper—a Latin American-based fintech that lets parents allocate an allowance to their children and set spending rules via the app. Funds are available to use with a Visa card, but unlike prepaid cards, parents can define in which categories their kids can make purchases, give them financial rewards for chores and encourage them to save.

A more personal onboarding experience

As the company was readying for its Brazil launch, Roizner's friend introduced him to Connectly. Not only do 86 percent of Brazilians use WhatsApp every day, they also love new technology. "Brazilians are super early adopters. They're digital first."

Roizner wanted to integrate Connectly into Mozper's acquisition funnel to allow potential users to ask questions easily about its service before installing the app. Now, rather than sending people to download the app, they're encouraging users to send a message to Mozper via WhatsApp.

Connectly's AI-powered chatbot prompts them to ask questions about the app, including how it works or whether they need help improving their children's finances. This builds a more intimate connection with the user. "We want to attract customers that result in high conversion rates," he says, adding that Connectly has been twice as effective in getting people to sign up to the app than other customer acquisition methods.

Talking to new customers

What the Mozper team likes most about Connectly is the way it supports their marketing goals—connecting with prospects in a more authentic way. It's building connections via personalized, two-way communication while a bot starts a conversation, a human can jump in too if needed. "It's a very intimate way to communicate with the user; they don't feel like you're broadcasting out to them."

Mozper wants to make Connectly an integral part of its customer acquisition strategy in other countries from the start. "There's no one recipe for talking to users. We're going to keep testing different ways to understand the customer journey and preferences, in order to optimize conversion rates."

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