Users were signing up but never converting, and dormant merchants had no structured path back, leaving revenue and loyalty potential on the table. yufin sought to build tailored user journeys to tackle this.
CleverTap is one of the very few tools that I have carried forward from my corporate life to being a startup founder. Its ability to complement and give air cover to our sales ambassadors and telesales means we are able to deliver on our goal of winning the magical trust of small business owners in emerging markets. It has become a core part of our ‘human-in-front, tech-at-the-back’ model for the yufin business in the Philippines.”
yufin is a merchant services platform launched in the Philippines in late 2022 by Miti Ventures Asia. The platform empowers small business owners, negosyantes, in Tier 2 and Tier 3 cities to participate in the digital economy and earn more, with sachet-sized financial tools, digital payments, inventory management, and commerce capabilities. As its merchant base expanded, yufin needed a smarter way to reduce drop-offs, improve conversion, and deepen loyalty, especially among its highest-value customers known as Powersukis.
Users were signing up but never converting, and dormant merchants had no structured path back, leaving revenue and loyalty potential on the table. yufin sought to build tailored user journeys to tackle this.
yufin was looking for a powerful platform that could seamlessly align digital engagement with field sales, so that outreach was timely, personalized, and impactful.
Using CleverTap, yufin dynamically segments merchants based on lifecycle stage, ordering behaviour, and activity levels. The team uses RFM analysis to group merchants by recency, frequency, and monetary value, from new users to the high-value 20x power user, Powersukis, to fine-tune engagement. Furthermore, geo-radius targeting sharpens campaign reach around each supplier location, so messaging reaches only the actual merchant-buyers and surfaces the most likely cross-sell opportunities.
To engage the segments, yufin leverages CleverTap Journeys as a digital tag team alongside field sales ambassadors. Tailored journeys nudge users through critical flows such as registration to initial purchase, so the sales team can step in at the right moment. By mapping the entire lifecycle, this seamless coordination reduces manual tracking requirements, and ensures that any user intent, whether for initial or repeat purchase, or reactivation, receives consistent and prompt engagement in the right blend of human and digital.
To reach the busy negosyantes non-disruptively within the flow of their workday, yufin orchestrates its campaigns using the Best Time capability across push notifications, in-app messages, and SMS. Push notifications are the highest-performing for informational updates, action-oriented prompts, and promotional nudges, all within personalized windows of engagement. Meanwhile, in-app messages sustain session engagement, and SMS is used for direct, high-visibility communication. This non-intrusive, tailored communication method has boosted open rates, clicks, and conversions.
Rather than sending one-size-fits-all communication, yufin uses CleverTap’s Linked Content feature to adaptively direct each user to specific products, promotions, or app sections that match their past behaviour and preferences. This hyper-personalization has not only been effective in reactivating dormant users but also in converting intent to action for high-value Powersukis, doubling their revenue share.
Since 2023, CleverTap has played a key role in helping us scale sustainably while deepening our understanding of our users. The platform provides clear visibility into revenue impact, allowing us to track how campaigns contribute to sales and overall business growth. Crucially, it has helped us to move beyond transactional messaging to communicate in a human and relevant manner, and build strong relationships with our all-important Powersuki segment.”
In the past, our campaigns relied on an in-house backend system. While functional, it lacked behavioural depth, leaving our engagement efforts more reactive than strategic. With CleverTap, we now have a centralized, adaptive ecosystem that allows us to nurture and retain users through data-driven strategies that evolve alongside behaviour, turning every interaction into an opportunity.”
yufin plans to deepen its use of CleverTap to make its campaigns more intelligent, automated, and scalable. The company aims to expand its use of advanced segmentation and personalization capabilities to target users with greater precision, particularly through location-based targeting and enhanced RFM-driven insights.
By leveraging these strengths, yufin sees CleverTap as a long-term growth enabler, helping it drive stronger engagement, improve retention, and continue increasing revenue in a more sustainable and data-driven way.
