Key Fintech Metrics: Growth KPIs

Fintech companies face a unique challenge: combining the accelerated growth of a tech startup with the operational rigor of a financial institution.

1. Onboarding & Activation

• KYC Drop-off Rate: The percentage of users who abandon during the identity verification process.
• Time-to-Value (TTV): How long it takes a user from downloading the app to completing their first valuable transaction.
• Activation Rate: The percentage of registered users who take a key action within the first 7 days.

2. Unit Economics

• CAC (Customer Acquisition Cost): In Fintech this includes marketing, welcome bonuses and KYC processing costs.
• LTV (Lifetime Value): Made up of transaction fees, exchange spread, interest and premium subscriptions.
• CAC to LTV Ratio: The golden metric. A 1:3 ratio is standard; 1:5 indicates highly efficient growth.

3. Retention & Transactionality

• Transactional MAU: Users who complete at least one financial transaction in the month.
• Share of Wallet: What percentage of a user's income flows through your platform.
• Cross-sell Ratio: The number of products a customer uses. The more products, the lower the churn.

Automating Growth

Leading Fintechs use CDPs to trigger real-time actions: from push notifications 5 minutes after an abandoned KYC, to offering pre-approved credit right when the user receives their paycheck.