Case Study
Shoonya by Finvasia
How We Helped Shoonya Unlock a High-Volume, CAC-Efficient User Acquisition Funnel in a Category Obsessed with Offers
Shoonya by Finvasia entered the highly competitive online trading space with a bold proposition — zero brokerage across segments. While that offered strong recall, it also meant every new customer came with no transaction-based margin. The goal, therefore, wasn’t just user acquisition — it was building a cost-efficient, funnel-matured growth system where CAC was tightly controlled and high-intent users could be onboarded without relying on discounts or gimmicks.
Key Business Challenge
Build a paid acquisition engine that could deliver scale + LTV sanity in a category flooded with cashbacks, influencers, and app-install bait.
Before Scaling Paid Campaigns, We Diagnosed
Where the Funnel Was Leaking Attention, Trust, and Conversion
Offer Fatigue Across Platforms
Users were desensitised to “₹0 brokerage” — it no longer triggered action. Meta and Google campaigns suffered from low differentiation in crowded ad feeds.
Drop-offs at KYC Stage
Even after app installs or landing visits, KYC conversions were low — friction wasn’t technical, it was psychological (trust, safety, time commitment).
One-Liner Positioning = Shallow Funnel
Ads focused only on the zero-brokerage USP — not on platform strength, user experience, or category-specific benefits (e.g., zero brokerage on options, not just equity).
From “Install Now” to
Structured, Multi-Step Conversion With Trust-Built Paid Media
Segmentation by Trader Type
Created persona-first campaigns for active option traders, beginners, and part-time investors — each with tailored USPs (e.g., “zero brokerage on intraday” vs “simplified investing without charges”).
Meta = Mid-Funnel Trust Engine
Ran educational ads with user walkthroughs, platform demo hooks, and user-generated proof instead of price-led messaging.
#ROI
Strategic Framework
We redesigned the paid funnel around depth, friction-aware sequencing, and segment specificity — across Meta, Google, and YouTube.
Search = Capture Known-Need
Focused on competitor brand terms and transactional queries like “best trading app without brokerage” with hard-edged landing flows.
YouTube = Drop-Off Recovery Layer
Built retargeting journeys that addressed KYC anxiety — showing how the process worked, why it was safe, and how fast users could begin trading.
We moved Shoonya’s media thinking from “get more installs” to “build funnel precision”. Instead of over-relying on the ₹0 hook, we built trust, framed use-cases, and reduced KYC fear. CAC was brought in line not by bidding better, but by structuring better.
Within 6 Months
Here Were Our Results
A YouTube retargeting video showing the step-by-step onboarding process (30 sec, no voiceover) became the most impactful touchpoint — driving the highest view-through KYC conversion rate in the funnel. The insight? People didn’t need persuasion — they needed clarity.
Our Learnings
We Don’t Just Drive Installs
We Build CAC-Efficient Funnels for High-Friction Onboarding Products.
“Zero brokerage” is not a differentiator — framing it by segment and actionability is.
In fintech, the product is only as good as the funnel behind it — especially when margin per user is near zero.
Retargeting shouldn’t just repeat — it should rescue drop-offs with new clarity.
KYC friction is not technical — it’s narrative. Address fear, not form fields.
For us, performance in fintech isn’t about volume — it’s about building conviction across every step of the funnel.