Breaking out of brick and mortar banking with mobile first solutions CASE STUDY: MONZOThe Challenge Monzo's current strategy is focused on acquiring new quality users, who actually start using prepaid cards. Other key metrics for Monzo are whether or not users are delighted enough with the service to refer the app to their friends. As Monzo is now going to be able to offer full-fledged checking accounts, it ultimately wanted to have as many active users as possible who will use banking services once live. The ability to quickly test new marketing messages against a variety of audiences has meant Monzo was able to have a bullseye approach with its user acquisition strategy and successfully convert downloads into active users. While running several marketing campaigns through

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