Fintech · Egypt
6 Million Downloads. 1 Million Active Users. Zero Shortcuts.
Building MENA's first fintech super-app, mass adoption without a single vanity install.
Client
Fawry
Services
Performance Marketing · App Growth · ASO
What was broken.
Fawry needed to transition from a payments infrastructure brand to a consumer-facing fintech app, in a market where digital financial literacy was still emerging. The goal: mass adoption. The constraint: every install had to be a real user, not a vanity metric.
How Catalyst activated.
We activated the full Catalyst System™, with strategy setting the terms every later phase had to answer to.
Audience segmentation by financial behavior, not demographics
Performance campaigns built on CPA models with aggressive down-funnel optimization
ASO deployed in parallel to capture organic intent
Creative production localized, platform-native, refreshed on 2-week cycles
Channels, craft, and timeline.
Channels
Meta · Google UAC · TikTok · Apple Search Ads
Creative
Platform-native vertical testimonials shot in Egyptian Arabic, rebriefed every sprint against install-quality data rather than impressions.
Technology
MMP integration with fraud-filtered attribution, so spend only ever chased installs that converted to real financial activity.
Timeline & Team
6-month phased rollout, from segmentation to national scale. A dedicated performance pod paired with a creative strike team on a 2-week refresh cycle.
Hard numbers, not adjectives.
ARQQA treated every install like it had to earn its place. That discipline is the only reason we can say our growth is real.
Head of Growth, Fawry
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