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MoMo

Scaling a fintech app from acquisition to retention

Led growth and then product experience for Vietnam’s mobile payments app: a referral engine, partnerships, activation funnels, and lifecycle CRM.

Growth Lead (2016–2017) → Product Experience Lead (2017–2018)2016 – 2018

GTMProduct

Outcomes

MAU growth
700%
Within 6 months; 10M+ app installs
cost per install
−32%
Through channel, targeting, and creative work
activation conversion
+25%
Within 6 months
peer-to-peer transactions
+40%
Year over year
user churn
−16%
Within 6 months
CSAT (out of 5)
3.8 → 4.5
After launching the Help & Security Center

How it fit together

  1. 01 · Acquire

    Referral + partners

    Referral program, 30+ partners, agency optimization

    700% MAU · −32% CPI

  2. 02 · Activate

    Remove onboarding friction

    Automated journeys, personalized recommendations

    +25% activation

  3. 03 · Engage

    Journeys & gamification

    Behavioral analytics and customer research

    +40% YoY P2P

  4. 04 · Retain

    RFM lifecycle CRM

    Segmentation, automated messaging, A/B tests

    −16% churn

Trust layer: in-app Help & Security Center for self-service support and fraud prevention

CSAT 3.8 → 4.5

The user lifecycle I worked on at MoMo, with the measured result at each stage.

Context

MoMo was a Series B fintech startup building a mobile payments app in Vietnam. As Growth Lead I led a 20-person cross-functional team on user acquisition. As Product Experience Lead I worked with Product, Design, and Engineering on adoption and engagement while the team shipped 15–20 features and enhancements every two weeks.

Challenge

MoMo first needed to win users in a market just starting to adopt mobile payments. Once they arrived, it needed to activate them, keep them engaged, and earn their trust with their money.

Approach & key decisions

  1. Build acquisition loops, not just campaigns

    Step 1

    I designed and launched a referral program, and in parallel tuned channel mix, audience targeting, and creative across performance and creative agencies.

  2. Grow through partner ecosystems

    Step 2

    I set up strategic partnerships with 30+ companies across banking, telecom, F&B, e-commerce, and consumer services to reach more customers through joint campaigns.

  3. Remove friction at activation

    Step 3

    I found where onboarding stalled, then put in automated onboarding journeys and personalized service recommendations.

  4. Segment, then retain

    Step 4

    I built a lifecycle CRM strategy on RFM (Recency, Frequency, Monetary) segmentation, with automated messaging, targeted promotions, and A/B testing.

  5. Make trust self-serve

    Step 5

    I set up an in-app Help & Security Center for self-service payment support and stronger fraud prevention.

Execution & collaboration

  • Led a 20-person cross-functional team across digital marketing, partnerships, and offline channels.
  • Built growth dashboards for acquisition funnels, conversion, CAC, and channel performance to set experiment priorities.
  • Used behavioral analytics and customer research to design AI-assisted user journeys and gamification.
  • Supported 15–20 feature launches every two weeks with Product, Design, and Engineering.
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