#INDmoneyApp

INDmoney: Scaling App Registrations From 5% to 30%

INDmoney x Kofluence: inside the INDmoney influencer marketing campaign that turned regional YouTube content into verified investor registrations

86M+

Views

180+

Content Pieces

100K+

Registrations

The Challenge

Breaking Through an Influencer-Fatigued Category

INDmoney had already spent two years running influencer outreach for its wealth management app, making it harder to find fresh, credible voices willing to talk about the INDmoney app in a genuine way. For a fintech brand awareness campaign to move the needle at this stage, the brand needed access to creators who hadn’t already been tapped by every other finance app in the category.

What We Had to Solve For

Two years of prior investment app influencer campaign activity had already saturated the obvious finance-creator pool

The need for wealth management creator marketing that could reach beyond finance-only audiences

Building genuine trust for US-stock investing through finance influencer marketing at scale, across nine regional languages

Our Strategy

The Insight:

A fintech marketing strategy built on finfluencer marketing alone limits reach to an already-crowded pool — creators from tech, auto, travel, and infotainment genres can carry a finance message just as credibly to their own audiences, as long as the content format does the explaining.

The Approach:

Kofluence drew on its vetted database of YouTube finance creators and non-finance creators alike, activating 200+ names across nine regional languages and fifteen genres. Each video followed a personal finance content marketing format built for YouTube specifically — pre-roll placement, smooth mid-video integration, and an end-recall call to action driving app installs and logins.

Key Pointers

200+ creators activated across 9 regional languages and 15 content genres

A YouTube-first roster of finance and non-finance creators, distinct from the shorter-form approach typical of Instagram creators for finance

Pre-roll, mid-video integration, and end-recall formats built into every piece of finance creator content

Positioned as an investment app social media campaign with app installs and US-stock registrations as the core KPI

Key Highlights

Timeline & Milestones

This INDmoney social media campaign ran across 15 delivered campaigns, anchored by two flagship pushes: #INDmoneyApp #INDmoneyDec

Registrations scaled from 5% of monthly volume in month 1 to 30% by month 4, as audiences grew more familiar with INDmoney investment content

INDmoney campaign reach extended across nine regional languages, reaching audiences well beyond metro, English-first finance content

The Results

Reach

86M+

Views, at 20% better CPV

Content

180+

Pieces of creator content

Conversion

100K+

Registrations — 40% of monthly registrations

Key Learnings

What Worked

Drawing on Kofluence’s vetted creator database let this INDmoney brand campaign move past two years of influencer-outreach fatigue

This investment influencer strategy proved that registration growth compounds over time, climbing steadily from month 1 through month 4

This INDmoney creator marketing model relied on steady INDmoney app promotion woven into everyday genre content, proving fintech influencer marketing can succeed by borrowing credibility from unrelated content categories