Affiliate-Led Fintech Growth: How Mashreq Neo Scaled Smart Acquisition in 2024

The Challenge

In 2024, Mashreq Neo set out to evolve its affiliate programme from a performance baseline to a multi-layered acquisition engine across the MENA region. The challenge was to drive massive growth within a compliance-heavy, data-sensitive vertical while navigating a complete app migration without losing momentum.

The Strategy

The campaign strategically balanced scale and efficiency through a phased affiliate strategy grounded in technology, media diversification, and platform excellence. The strategic vision was broken down into quarterly milestones aimed at doubling growth while maintaining a stable cost-per-acquisition.

The Work

The strategy integrated advanced mobile measurement platform migration, audience signal refinement, and innovative media activations, from programmatic channels to OEM placements and CTV pilots. Creative experimentation was underpinned by a human-centric approach and localised market understanding. Rather than simply growing the channel, the team built a programme that demonstrated how fintech brands can operate at scale without sacrificing targeting precision, compliance, or performance integrity.

Results

Affiliate-led account openings grew 98% year on year, reaching over 75,000 new accounts while maintaining a stable cost-per-acquisition, despite increased competition and rising acquisition costs in the fintech sector.

The Judges' Verdict

Mashreq Neo secured top honours for an exceptional campaign that serves as a definitive case study in how fintech brands can drive massive innovation within strict compliance constraints. The agile, methodical execution that handled a complete app migration without losing momentum was praised as impressive. The panel commended the campaign for cementing the affiliate programme as a core acquisition channel and setting a new sustainable benchmark for the entire region.

"A definitive case study in how fintech brands can drive massive innovation within strict compliance constraints."