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Global66

Global66 Banks on Personalization and AI to Deliver Joy Around the World

Key Results

With a personalized post-application campaign, Global66 achieved a 40% increase in user engagement, compared to more general product campaigns.

Additionally, the campaign led to a 50% increase in the conversion rate of physical card requests and first transactions.

By using Iterable’s Brand Affinity to gauge user sentiment, Global66 was able to reallocate its resources to its most loyal customers and increase efficiency by 30%.

For much of the world, it’s commonplace to access basic financial services, such as banking and lending. But in Latin America, 70% of the population remains unbanked or underbanked, and nearly 6 in 10 point-of-sale purchases are still made in cash.

Founded in 2018 to empower this underserved region, Global66 is a global financial platform for individuals and small and medium-sized enterprises. It offers users a global account to make payments, send and receive money worldwide, and convert currencies, all from a single app. Users in Colombia, Chile, and Peru can also access a Global66 Mastercard to make purchases from anywhere in the world using their preferred currency.

With over 700,000 people served and more than $1 billion in transactions, Global66 needed a customer engagement platform that could scale with the business. So, the team turned to Iterable.

We grew significantly in both our audience and product offerings, so we needed a customer engagement platform that could grow with us. Iterable has allowed us the flexibility to adjust our communications and improve along the way.

Vivian Rozo
Vivian Rozo
Growth CRM Manager @Global66

Global66 Seeks Personalized Communications at Scale

As Global66’s user base grew rapidly, the team needed a platform that allowed them to manage both transactional and marketing communications from one place, so they could personalize their messages to users at a massive scale.

Vivian Rozo, a regional Growth CRM Manager at Global66, explained that the team had specific objectives for each part of their user journey:

  • Activation: Increase the percentage of users who make their first transaction after registration
  • Retention: Increase the percentage of users who continue to transact after the first three months of their registration
  • Reactivation: Increase users’ purchase frequency in the long term

To achieve these objectives, Global66 sought a new solution to manage their customer engagement. Above all, however, they wanted a platform that was easy to use.

After evaluating many CRMs and communications platforms, they landed on Iterable as their top choice.

One of the best things about working with Iterable is the support they offer. Our customer success manager is always willing and available for any problem or question we have.

Vivian Rozo
Vivian Rozo
Growth CRM Manager @Global66

Compliant Commercial Campaigns With Iterable

As a financial services provider, Global66 must not only communicate to its customers with relevant, personalized content, but also adhere to the laws and regulations of the more than 70 countries it operates. Maintaining full visibility over their messaging to ensure compliance is why it’s mission-critical that the team send both transactional and marketing messages using the same platform. 

Today, nearly all of Global66’s user communications come from Iterable, including payment and money transfer confirmations, notifications of terms and conditions, document requests, customer service surveys, and commercial campaigns for product launches.

Digital Card Post-Application Journey

One campaign that made it possible for Global66 to achieve its business goals was its post-application journey for a digital card. This journey included an educational communication flow designed to relay the value proposition of the card and tailor messages based on a user’s previous history.

For instance, the campaign was personalized by country, which was validated by other products customers had used. Content also varied whether users had used digital or physical cards to highlight specific benefits of the digital card for each customer. 

The results were staggering. Compared to campaigns that talked about the product generically, this personalized post-application journey increased user engagement by a whopping 40%. The Global66 team also saw a 50% increase in the conversion rate of physical card requests and first transactions.

“In my experience managing other customer engagement platforms,” Rozo explained, “I can highlight that the Iterable platform is super intuitive when creating journeys. At Global66, we use personalization to impact each user at the right time, so they’re more likely to take a certain action or have a greater likelihood of using a certain product according to their interests.”

Using Iterable AI to Engage Users

The Global66 team is continually analyzing user data to better understand which products their customers are using, as well as determine the optimal send times and channels for customer communications.

What’s allowed Global66 to take its data-driven marketing to the next level is Iterable’s AI Suite. The team uses Brand Affinity to identify loyal customers, and, as a result, has increased the team’s efficiency by 30%. This allows them to allocate more time and resources to the users who are delivering the highest ROI

And when their email subject lines could use more creativity, Iterable’s Copy Assist is there to save the day. Rozo explained, “Many times we run out of inspiration to create eye-catching copy that generates traction, but Copy Assist has allowed us to vary our subject lines and create much more dynamic content that increases email opens.”

The Real Impact of Iterable at Global66

Overall, by centralizing customer communications and providing the ability to activate customers based on their behaviors, Iterable has enabled Global66 to create more impactful marketing campaigns and become more efficient as a team.

But the real impact of using Iterable comes down to building a more joyful experience for Global66’s customers. “When you can move your money anywhere in the world without bureaucracy, when you can send a remittance to your family in their home country to help them, that’s what joy means to us. Iterable makes delivering that joy possible,” said Rozo.

As for what’s next for Global66, the team is looking forward to improving its cross-channel harmonization by activating in-app as another marketing channel. They also plan to integrate Iterable with AppsFlyer and Tableau for greater data attribution and visualization.

Global66 can rest easy that as the company grows and expands its global audience, Iterable will be the trusted partner to take the business to new heights.

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