Cashea unlocks growth and team synergy with OneSignal

Cashea is a financial technology company revolutionizing consumer credit in Venezuela by offering interest-free installment payment options through an easy-to-use mobile application. Its mission is to democratize access to essential goods and services, especially for individuals underserved by traditional banking systems. By allowing users to make a small upfront payment and pay the remainder in equal, interest-free installments every 14 days, Cashea makes purchasing more accessible while fostering financial flexibility.

For its network of partner merchants, Cashea provides a valuable opportunity to increase sales and build customer loyalty. Merchants benefit from higher transaction volumes and enhanced profitability by offering customers the flexibility of “buy now, pay later” options. This dual focus on empowering users and supporting merchants has positioned Cashea as a leader in its market.

As a fast-growing company, Cashea faced several obstacles in its efforts to engage users effectively and scale its operations. One of the most significant challenges was the need to improve its user activation rate, specifically the percentage of users who created an account and made a purchase within the same month. Without a refined messaging strategy, many users dropped off after signing up, preventing them from fully experiencing Cashea’s value.

Retention was another critical issue. While Cashea’s innovative business model had broad appeal, keeping users engaged and ensuring they completed their installment payments required a precise approach to communication. Payment reminders, notifications about new store offerings, and loyalty program updates were all essential touchpoints for maintaining customer satisfaction and fostering repeat usage.

Furthermore, Cashea struggled with limited segmentation capabilities in its existing systems. Without the ability to personalize messages based on user behavior, location, or purchase history, communication efforts were often too generic to drive meaningful engagement. This lack of granularity not only hindered growth but also created inefficiencies in campaign management, as the team relied on manual processes to manage user journeys.

Cashea needed a solution that could address these challenges by delivering targeted, automated, and data-driven messaging while remaining easy to implement and use across its team.

Cashea adopted OneSignal to enhance its messaging strategy, leveraging its robust suite of tools to streamline operations and drive user engagement through automation, personalization, and omnichannel communication. A standout feature was OneSignal’s Journeys, which enabled Marco Rosales, Growth and Performance Lead at Cashea, to design automated campaigns tailored to every stage of the user lifecycle. These journeys ensured that users received timely and relevant messages, from onboarding and first purchases to re-engagement after periods of inactivity. For example, users who signed up but didn’t complete their account setup received automated reminders, while those who made a purchase were guided through their payment process with installment notifications.

Segmentation was another transformative capability for Cashea, enabling the team to craft highly specific campaigns based on user behavior, location, purchase history, and loyalty program status. By leveraging OneSignal’s tools, Cashea could send hyper-localized notifications, such as updates about new partner stores in specific cities, while creating campaigns tailored to users at different stages of their installment payment journey.

When Marco Rosales joined Cashea, one of his first tasks was to leverage OneSignal’s segmentation and Journeys to align with the company’s goals. He explains how geolocation-based segmentation became a game-changer:

Cashea uses an omnichannel approach to messaging to maintain user engagement across lifecycle stages. Payment reminders, a cornerstone of their strategy, rely on push notifications and email to ensure users stay on track with installment plans. Additionally, in-app messaging and email celebrate milestones in Cashea’s loyalty program, "Club Cashea Más." When users advance to a new tier, notifications highlight their new benefits, reinforcing loyalty and encouraging further engagement.

Automated lifecycle journeys further enhance the user experience by providing personalized guidance at every stage. Users who fail to complete their account setup receive reminders, while inactive users are targeted with re-engagement campaigns to bring them back into the app. These strategies are supported by OneSignal’s flexible tools, such as Message Templates, Data Tags, and Manual Uploads of Segments via CSV, which allow campaigns to be created and deployed efficiently without over-relying on the development team.

By adopting OneSignal, Cashea has been able to streamline its messaging operations while delivering personalized, timely communications that resonate with users. From hyper-localized campaigns to lifecycle automation, OneSignal has empowered Cashea to build meaningful relationships with its users and achieve measurable results across key metrics.

Looking ahead, Cashea plans to build on its success by further refining its messaging strategy. The company aims to integrate OneSignal with additional tools to automate notifications based on user behavior, such as payment history and marketplace interactions. This will allow for even greater personalization and relevance in its communications.

Cashea also plans to expand its use of lifecycle journeys, focusing on strategically timed notifications to guide users through key stages, from identity verification to re-engagement. By enriching its messaging with data and leveraging webhooks to streamline workflows, Cashea intends to create a seamless and scalable user experience.