Empower: +101% ROAS and -24% CPA for Fintech App in LATAM
How Appvertiser AI helped Empower, a fintech lending app, achieve +101% ROAS increase, -24% CPA reduction, and +51% monthly spend scale in the Mexican market through multi-channel UA optimization.
+101%
ROAS Increase
-24%
CPA
+51%
Monthly Spend Scale
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Quick Summary
Appvertiser AI partnered with Empower, a fintech company offering short-term loans, to optimize and scale their user acquisition in the Mexican market. Over a 19-month engagement (May 2024 — January 2026), Appvertiser delivered a +101% increase in ROAS, a 24% month-over-month decrease in CPA for first loans, a 77% increase in install volume, and a 51% increase in monthly spend — all managed across Google Ads, Meta Ads, and TikTok on Android.
The Challenge
Empower is a fintech company that provides short-term loans to help users manage cash flow between payments. The company was looking to expand its presence in the Mexican market, a high- growth but competitive landscape for fintech lending apps.
Acquiring quality users in LATAM fintech presents unique challenges: variable user intent across regions, strict compliance requirements for financial products, and the need to optimize not just for installs but for downstream actions — specifically, first loan conversions. Empower needed a partner who could navigate these complexities while scaling efficiently on Android in Mexico.
Our Solution
AD NETWORKS
Google Ads, Meta Ads, TikTok Ads
MARKETS
Mexico
PLATFORMS
Android
SERVICE
User Acquisition
Results
+51%
Monthly Spend
-24%
CPA Decrease
month-over-month
+77%
Install Volume Increase
Why It Worked
Empower’s success in Mexico demonstrates Appvertiser’s AI ability to optimize fintech UA for downstream business outcomes — not just installs. By focusing on first-loan CPA as the primary KPI and managing cross-channel campaigns that targeted high-intent users, Appvertiser delivered results that directly impacted Empower’s bottom line: more loans originated at a lower cost per acquisition, with ROAS more than doubling over the engagement period.
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Can Appvertiser AI manage user acquisition for fintech apps in Latin America?
Yes. Appvertiser AI has direct experience scaling fintech apps in LATAM markets, including Mexico. For Empower, we achieved +101% ROAS and -24% CPA for first-loan conversions over a 19-month engagement across Google Ads, Meta Ads, and TikTok.
How does Appvertiser AI optimize for downstream conversions like first loans, not just installs?
Appvertiser AI optimizes campaigns against the KPIs that matter most to the business. For Empower, the primary optimization target was CPA for first loans — a downstream event that directly reflects user quality and revenue impact. This approach delivered a 24% MoM reduction in first-loan CPA while simultaneously increasing volume by 77%.
What ROAS improvement can fintech apps expect from working with Appvertiser AI?
Results vary by app, market, and starting point. Empower saw a +101% improvement in ROAS over 19 months. Most fintech clients working with Appvertiser see meaningful ROAS improvements within the first 60-90 days as campaigns are optimized for quality and efficiency.
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