Banco Promerica Guatemala wanted to grow adoption of its fully digital bank accounts and financing instruments, while making digital acquisition and conversion more efficient as the bank scaled its digital channel.
CleverTap has been key to efficiently scaling the placement, and ultimately the sale, of our digital products. Through CleverTap’s personalization capabilities and journey automation across multiple channels, we are able to reach the right user at the right moment, maximizing conversions and reducing friction in the process.”
Banco Promerica is a leading financial institution in Guatemala, known for its customer-first approach and strong focus on building accessible, modern banking experiences. With more customers shifting to mobile-first banking, the bank has been accelerating the growth of its digital channel to make core products like bank accounts and extra financing easier to discover, adopt, and use.
To support this transformation at scale, Banco Promerica needed a unified engagement and analytics platform that could help them understand customer intent, personalize communication across channels, and measure outcomes end-to-end, all while reducing operational dependency and improving cost efficiency. CleverTap became the foundation to scale this shift, helping the team translate engagement strategies into measurable digital sales outcomes.
Banco Promerica Guatemala wanted to grow adoption of its fully digital bank accounts and financing instruments, while making digital acquisition and conversion more efficient as the bank scaled its digital channel.
Engagement was being managed through disconnected systems. The bank needed one platform to centralize omnichannel execution, improve measurement, and translate engagement strategies into measurable outcomes.
Banco Promerica Guatemala runs engagement across SMS, Email, Push Notifications, and In-App using CleverTap. This allowed the team to move away from fragmented tooling and bring user communication into one unified platform, making execution faster and more consistent. Push became a key lever for digital growth, and the bank strengthened delivery reliability using RenderMax to ensure critical messages cut through device-level limitations. This made time-sensitive communications more dependable, improving reach and making sure campaigns deliver impact at scale.
The team builds segments using past behavior and intent signals, enabling them to prioritize customers who have already interacted with their financial products and shown purchase intent. This reduces the need for educational content and enables direct, contextual messaging. With CleverTap, segmentation became a growth lever – helping the bank personalize outreach, target specific cohorts more effectively, and improve both efficiency and conversions.
Banco Promerica Guatemala uses A/B testing in campaigns to identify which message formats and content resonate most with customers, then scales the winning variant to maximize results. The team tracks performance across conversions, views, clicks, and campaign volume, and uses advanced analytics functionalities like Funnels and Cohorts to understand drop-offs and optimize campaigns with confidence. This has made decision-making more data-driven and helped the team improve performance iteratively.
To reduce friction between engagement and action, Banco Promerica Guatemala implemented Deep Links via CleverTap, taking users directly from a message to the relevant in-app experience. When comparing redirections without Deep Links versus redirections with Deep Links, the team saw a 105% increase in disbursements. This reinforced the value of seamless, context-driven experiences, especially for high-intent journeys like financing.
With CleverTap, Banco Promerica Guatemala has built a strong foundation for scaling its digital products through measurable, behavior-driven engagement. Looking ahead, the team plans to expand personalization further by running hyper-personalized campaigns, providing 1:1 individualized experiences to its users with CleverAI agents. Banco Promerica is also working toward unifying strategies across CleverTap, Meta, and Google, using the rich customer behavior data from CleverTap to drive smarter engagement across platforms.
