Boosting Og Money’s Revenue with WebEngage & Daam Al-Arabia

Og Money

Og Money and Daam Al-Arabia drove a 272% increase in repeat transactions and a 52% conversion uplift by implementing behavior-led, automated marketing journeys. This targeted strategy, spanning omnichannel successfully recovered lost revenue and achieved a 730% increase in ROI from WhatsApp campaigns.

Introduction

Og Money is leading mobile financial services platform in Kuwait, enabling users to manage bill payments, top-ups, gaming vouchers, and digital wallet transactions through a single mobile app. Operating in a high-frequency fintech environment, Og Money focuses on delivering fast, secure, and seamless financial experiences at scale.

Bridging the Gap Between Engagement and Revenue

While Og Money had a strong and active user base, key challenges emerged across the customer lifecycle:

Drop-offs during the browse and payment stages

Low Conversion from first-time to repeat transaction

Generic communication that lacked contextual relevance

Limited visibility into the incremental impact of engagement efforts

The Challenge

To leverage user behavior and lifecycle insights to drive higher activation, repeat transactions, and incremental revenue through personalized, automated engagement.

Why Og Money Needed a New Approach ?

Og Money aimed to maximize value from its active user base by reducing drop-offs and boosting repeat transactions. Despite user engagement, a lack of contextual depth across key stages (onboarding, browsing, payment) led to generic messaging. The goal was to shift to behavior-based, personalized journeys, requiring a centralized platform and an expert partner to optimize engagement, conversion, and revenue uplift.

The Pain Points Across The Journey

Stage	Pain Point	Goal
Onboarding	Users signed up but delayed first meaningful action	Accelerating time-to-first transaction without overwhelming users
Activation	Core services underutilized post-install	Guiding users contextually based on in-app behaviour
Engagement	Broad messaging across diverse user intents	Personalizing communication across services, languages, and user segments
Retention	Drop-offs during the browse and payment stages	Recovering high-intent users without creating notification fatigue
Measurement	Inconsistent repeat usage across cohorts	Turning single-transaction users into loyal, repeat customers
Conversion	Limited visibility into incremental impact	Quantifying uplift through control groups and journey-level attribution

True Omnichannel:
One Platform, All Customer Touch-points

To support its growth and performance goals, Og Money migrated all customer communication channels (push, in-app, email, and WhatsApp) to WebEngage, replacing legacy partners that lacked the required feature capabilities and support.

This consolidation allowed Og Money to simplify operations, improve personalization, and orchestrate cross-channel journeys from a single platform, with better visibility into performance and stronger control over the customer lifecycle.

In-app

Push Notification

WebEngage In Action with Og Money

Og Money’s core challenge was not acquiring users, but maximizing value from an already active, high-frequency user base. While the app supported multiple transaction types, users often dropped off at critical moments, during browsing, payment initiation, or after completing a single transaction.

WebEngage enabled Og Money to shift from generic, campaign-led communication to behavior-driven, lifecycle-based omnichannel engagement, allowing the brand to interact with users at the right moment, with the right message, on the right channel.

The Solution: A 5-Step Engagement Transformation

Working closely with Og Money, WebEngage and Daam Al-Arabia designed and executed a comprehensive engagement strategy built on behavioral insights, lifecycle orchestration, and continuous optimization.

Step 1: Lifecycle & Funnel Mapping

WebEngage and Daam Al-Arabia worked closely with Og Money to map the full user journey, from app install and onboarding to repeat transactions and long-term retention. High-impact drop-off points were identified across browsing, payment initiation, and post-purchase stages.

Step 2: Behavioural Segmentation

Users were segmented based on:

Transaction Frequency
Session Activity
Funnel Progression
Known vs. Unknown User Status
This enabled precise targeting without over-communication.

Step 3: Always-On Journey Implementation

High-intent, always-on journeys were launched to address the most critical gaps:

Browse Abandonment
Incomplete Payment
Repeat Transaction Acceleration
In-app Engagement & Gamification
Each journey was event-triggered, time-bound, and optimized with frequency caps.

Step 4: Channel Strategy & Optimization

App Push and In-App notifications were prioritized and tested extensively, delivering strong engagement and conversion. WhatsApp was later introduced selectively and delivered exceptional ROI, while Email was prepared through domain warm-up for future scale.

Step 5: Measurement & Continuous Optimization

All journeys were measured against control groups to validate incremental impact. Performance insights from each month were used to refine messaging and channel mix.

3 Campaigns That Drove Scaled Outcomes

Payment Abandonment Recovery

Strategy: Triggered when users dropped off after starting a payment.

Tactics: Delivered timely App Push reminders.

Result: Became the highest-performing journey of the quarter, generating 1,598 unique conversions within 3 months.

Browse Abandonment Recovery

Strategy: Targeted users who explored services without completing a payment.

Result: Reduced funnel drop-offs and generated 437 conversions within 3 months.

In-App Personalized Campaigns (Offers & Gamification)

Strategy: Used promotions and games to drive engagement at scale.

Result: Delivered 43,279 conversions within 3 months., making them the highest-performing campaigns by engagement volume.

The Result

Today, WebEngage is a core part of Og Money’s growth and engagement stack. The platform powers always-on, behaviour-led journeys that drive measurable revenue impact, higher repeat usage, and stronger retention, while maintaining a seamless user experience. With Daam Al-Arabia managing strategy, execution, and optimization, Og Money continues to scale its engagement efforts with confidence and clarity.

Average conversion uplift

Increase in repeat transactions

ROI from WhatsApp campaigns

The Brand team talks

WebEngage has helped us move beyond isolated campaigns to a more structured and data-driven engagement approach. It enabled us to better understand user behavior, segment users effectively, and build journeys that drive both reactivation and long-term retention.

Ramez Adel – Product Marketing Manager, Og Money

Why Work With Us?

Trusted by Saudi Arabia’s Leading Brands

Don’t lose users after a single interaction; move beyond generic messaging with automated, behavior-based engagement. We turn your raw data into personalized journeys that consistently drive retention.

Partner with us and unify your marketing across push, in-app, and WhatsApp to deliver immediate, measurable results. Our proven framework scales revenue and ensures growth with data-backed, high-impact ROI.

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