Summary
Halan is one of Egypt’s leading digital financial super apps, bringing lending, payments, BNPL, wallets, bill payments, and commerce into one platform.
They partnered with WebEngage to scale personalized lifecycle marketing across 11M+ known users, driving 1.65M+ campaign conversions through automated journeys.
- Segmented users by lifecycle stage, product interest, activity, and past engagement.
- Expanded from 75 to 227+ live journeys across onboarding, activation, retention, and reactivation.
- Used gamification to encourage repeat app usage and high-value actions.
- Combined SMS engagement with contextual In-App Surveys.
- Tracked multiple conversion milestones to identify drop-offs and improve journey performance.
Making Customer Engagement Relevant Across Financial Products
As adoption grew, customers needed communication that reflected their financial journey. Someone exploring credit had different needs from a customer repaying installments or returning after inactivity. Broadcast campaigns and limited lifecycle automation made it hard to deliver relevance at scale.
Halan needed to improve retention, repeat usage, and conversions while reducing manual campaign effort and keeping communication costs in check.
How WebEngage Helped Halan Scale Lifecycle Marketing
WebEngage helped Halan build automated journeys that responded to customer behavior in real time. Segmentation brought users into relevant groups based on lifecycle stage, product interest, activity, and previous engagement.
As the program expanded from 75 to 227+ live journeys, Live Journey Editing allowed the team to modify active journeys without pausing or restarting them. This helped Halan refine communication while keeping customer engagement continuous.
In-App Surveys captured contextual feedback and helped the team understand customer preferences. Gamified experiences such as Tap-to-Win and Spin the Wheel encouraged users to return and complete key actions, supported by progress reminders, timer-based notifications, and personalized messaging.
Multi-Conversion Tracking made it easier to measure progress within each journey. For a credit-limit application, Halan could track initiation, National ID submission, and completion separately. This helped the team identify drop-offs and improve individual steps.
The Business Impact
During January–March 2026, Halan combined personalized engagement at scale with a growing automation program. Journey tracking gave the team clearer visibility into customer progress, while gamification became one of its strongest drivers of repeat app usage and conversions.
The Bigger Picture
Halan established a lifecycle marketing program that could respond to how customers used its financial products. Behavioral segments made communication more relevant, while automation reduced reliance on manual campaign execution.
The team could update active journeys, gather contextual feedback, and measure several milestones within the same customer journey. This made it easier to understand where customers needed support and refine the experience as the program grew.
Gamification added a repeat-engagement mechanism, giving Halan another way to encourage customers to return and complete meaningful actions.
