Angel One: Aggressive app growth strategy

Dipayan Dasgupta

Angel One, a fin-tech platform, launched a campaign in India to grow mobile app conversions by 80% from December 2020 to June 2021.

Campaign details

Brand: Angel OneBrand owner: Angel Broking LimitedLead agency: Merkle SokratiContributing agency: Merkle SokratiCountry: IndiaBudget: 10 - 20 million

Executive summary

Angel One (formerly Angel Broking), India's leading digital fin-tech platform, wanted to achieve an ambitious target of 80% growth of mobile app conversions (demat account openings) by June 2021 from Dec-20 while maintaining the cost per conversion at acceptable levels across Paid App Digital Channels.

Market background and context

The change in user behavior in the past one year during pandemic and the growing interest of people...

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