Anyfin Transforms Data Activation, Sees 10x Conversion Boost With Iterable’s Smart Ingest

Anyfin, a financial technology company headquartered in Stockholm, Sweden, is on a mission to improve the financial well-being of its customers and revolutionize debt management. They help hard working people stuck in unhealthy financial situations with expensive debt gain more control over their future.

To execute on this mission, they focus on two pillars: lowering debt costs by refinancing their customer’s existing loans and helping their customers with better financial education. Central to this strategy is their ability to execute highly personalized customer communications while remaining compliant with the heightened regulatory requirements for financial institutions. In addition to this complexity is the need for their marketing team to share data engineering and product resources with the rest of the organization. This is why they decided to explore migrating to a new customer engagement platform that effortlessly connected to their existing tech stack, lowered their tech’s team level of effort, and empowered the marketing team to execute cross-channel customer communications quicker.

Choosing a Partner With the Right Data Capabilities

Anyfin needed an easy-to-use platform to reduce their reliance on shared technical resources, enabling their marketing team to execute personalized cross-channel communications faster. They required a solution that ensures trust through security and privacy certifications, and effectively manages user data with a privacy-centric approach. They also prioritized a platform that was quick to onboard, as well as one that felt more like a partner, rather than a vendor.

This is where Iterable’s ability to seamlessly integrate data from anywhere with predictable data costs and tools designed to reduce Anyfin’s tech lift came in. Combined with enterprise level security and privacy guardrails—which include regulatory compliance, data privacy, SSAE-18 SOC 2, and ISO 27001—data is immediately actionable to deliver intelligently orchestrated cross-channel communications in real time. Plus, Iterable’s support model is designed to align with customers’ goals. This all made choosing Iterable an easy decision for Anyfin.

Iterable matched our needs perfectly. And when it comes to the level of customer support we receive, it’s like a whole new world. We really feel like we got the perfect package with Iterable.

Petrus Lempinen

Growth Team Lead, Anyfin

Iterable’s Smart Ingest Reduces Technical Lift

For Anyfin, simplicity is crucial to managing their marketing campaigns, which is why the team was excited to implement Iterable’s Smart Ingest solution. Smart Ingest allows Anyfin to activate customer data directly from their BigQuery data warehouse—without engineering needing to build custom data tables or data pipelines or having to worry about unpredictable data costs.

Co-developed by Iterable and Hightouch, Smart Ingest makes it easy for marketers to activate their data warehouses on Iterable. They can import any data they need via a drop-down menu, map that data to their Iterable schema, and manage these cloud data integrations directly on the Iterable web app.

Petrus Lempinen, Growth Team Lead at Anyfin, explains just how seamless getting onboarded with Smart Ingest was:

“Other tools we looked into seemed way more complex because they required coding skills. But that’s not the case with Iterable’s Smart Ingest. It was so easy to set up and get our customer data into Iterable within minutes. We’re now able to communicate to our customers as if we’re speaking to each of them one-on-one.”

Migration to Iterable Saves Weeks in Development Time

Anyfin’s migration to Iterable saved their team 3 weeks in development thanks to Iterable’s ability to seamlessly and easily integrate to their tech stack, including their BigQuery data warehouse. Anyfin’s marketing team was able to link, select data, import it, and monitor the connection form their data warehouse directly on Iterable’s UI without the need for custom data tables or data pipelines – significantly reducing their dependence on tech teams. 

Once the data is ingested, it becomes immediately actionable for segmentation and cross-channel communication. The easy to use Segmentation tool helps Anyfin ideate on more personalized customer experiences and quantify how big the potential audience would be in microseconds and without the need for SQL or other complex processes.

Unlocking Deeper Personalization With Data Activation

Iterable has had the double effect of letting marketing teams own more of their data strategy and technical teams focus more on highly impactful product and system improvements. As a result, marketing teams no longer need to wait weeks for personalization data; they now have it in minutes. The product team was also freed up to invest in new experiences like a credit score tracker service to help users understand their credit rating. 

Easily ingesting all of this data has empowered the marketing team to do more experiments and bring to market more impactful campaigns, including a 10x increase in conversion rate for new loans with a new abandoned cart journey. Thanks to Smart Ingest, Anyfin was able to quickly ingest behavioral signals for users who started but did not complete a new application. The journey uses this data to then fully personalize reminders and follow ups to increase loan application completion. 

Anyfin’s marketing and product teams can now operate more efficiently and autonomously, driving rapid innovation and delivering personalized, data-driven experiences that significantly enhance user engagement and business growth. 

Partner First Focus

Anyfin has a partner they can trust in Iterable. “Thanks to Iterable’s support team, who’s there to help whenever we need it, we’re now prepared to put our data to good use” said Petrus. Iterale’s partner-first focus helped Anyfin feel supported as they navigated taking more ownership of their data. The Iterable support team was there to answer questions and provide step-by-step guidance on Anyfin’s implementation and setting up their instance for future success.

Additionally, thanks to the predictable data costs, Anyfin feels like they are free to experiment and fully own their data strategies. They no longer have to worry about punitive data point costs and how each byte will bite them with overages.

What’s Next for Anyfin

Now that Anyfin is set up for success with Smart Ingest, the marketing team are now fully in control of the entire customer lifecycle and are focused on optimizing personalized journeys from onboarding to re-engagement. They also plan to add more channels, such as in-app messages, to reach their audiences more effectively wherever they are.

The Anyfin team is also excited to take advantage of Iterable’s AI Suite, including features like Send Time Optimization and Channel Optimization, which make it even easier to put their marketing campaigns on autopilot. 

Automating when and how their messages are sent reduces overall decision fatigue and saves hours of valuable time. And when their time is freed from manual tasks, they can turn their attention to better serving their customers.

The Iterable Difference: Marketer Empowerment & True Partnership

Empowered Marketers: Intuitive segmentation, visual journey building, and cross-channel executing lets Anyfin communicate with their customers in highly personalized 1:1 communications.

Efficient Tech Resourcing: Anyfin can directly integrate almost any data from their data warehouse, freeing up technical resources to pay down tech debt or focus on other system improvements.

Enterprise Grade Security & Compliance: Data is processed securely with end-to-end encryption and no storage while in transit from Anyfin’s DWH to Iterable.