Summary
Og Money, a leading mobile financial services platform in Kuwait, operates in a high-frequency environment where users transact across bill payments, top-ups, gaming vouchers, and digital wallet services.
As the platform scaled, the focus shifted from driving activity to increasing the value of each interaction. While user engagement was strong, drop-offs during browsing and payment, along with limited repeat behaviour, made it harder to fully convert user intent into transactions.
To address this, Og Money partnered with Daam Al-Arabia and WebEngage.
Turning Activity into Lifecycle Control
With WebEngage, Og Money moved from campaign-led communication to a more structured, lifecycle-driven engagement model.
User journeys were mapped across onboarding, browsing, payment, and repeat usage. This made it easier to identify where users were dropping off and where engagement needed to be more contextual.
Segmentation became more behaviour-led. Users were grouped based on transaction frequency, session activity, and funnel progression. This allowed communication to align with user intent rather than be sent broadly across the base.
At the same time, engagement shifted from one-time campaigns to always-on journeys. High-intent moments such as browse abandonment, incomplete payments, and post-transaction stages were addressed through triggered flows that bring users back at the right time.
Channel orchestration also became more defined. Push and in-app notifications were prioritised for immediacy, while WhatsApp was introduced selectively for high-impact communication. Performance was measured using control groups, giving the team clearer visibility into what was actually driving incremental results.
The Bigger Picture
For Og Money, engagement became more than sending messages at scale.
By combining behavioural segmentation, lifecycle journeys, and continuous optimisation, the team built a more structured path from user activity to repeat transactions. Each interaction became more contextual, each journey more intentional, and each outcome more measurable.
