How Apurata Supercharged Microloan Approvals by Optimizing Funnels in Peru

The Who

Apurata is a fintech platform in Peru offering microloans with quick approvals and flexible repayment terms. Their mission is to increase financial inclusion by simplifying the lending process for underserved communities.

The Problems

Apurata’s marketing and conversion funnel challenges included:

1. Low Funnel Visibility: Multiple ad channels (Facebook, local ad networks, influencer marketing) lacked a single source of truth.
2. High Drop-Off Rates: Many prospects started the loan application but abandoned midway due to unclear product messaging or friction points.
3. Compliance & Data Security: Handling financial data in Peru required robust security measures and privacy compliance.

The Requirements

They sought a platform that could:

1. Track the Full Funnel from initial ad click through loan application submission and final approval.
2. Identify Drop-Off Points in the loan application process to refine retargeting and reduce friction.
3. Adhere to Regulatory Requirements for data privacy and security in the Peruvian market.
4. Provide Multi-Touch Attribution to show how different channels—especially local ad networks—were influencing loan approvals.

The Alternatives

• Sticking to Google Analytics: GA offered funnel visualization but lacked the financial context and advanced attribution models Apurata needed.
• Hiring a CRO Agency: While they could improve the funnel, Apurata wanted in-house ownership of data and attribution insights.
• In-House BI Development: Building from scratch would be costly and time-consuming, and still might not solve real-time attribution needs.

The Insights

With Admira:

• Full-Funnel Clarity: Apurata tracked every step, from ad impression to final loan approval, unearthing where applicants dropped off.
• Channel Attribution: The team realized that local influencer campaigns brought high volumes of leads, but Facebook retargeting was key to completing applications.
• Automated Compliance: Admira’s secure data sync and GDPR-like protocols helped Apurata remain compliant with Peruvian financial regulations.

The Results

• Increased Loan Completion Rate by 35%: Apurata identified the main drop-off stage (interest rate disclosure) and refined messaging to address common objections.
• Cut CPA in Half: By attributing final approvals to the right channels, they allocated budget more effectively, removing underperforming ad networks.
• Stronger Brand Trust: Real-time attribution dashboards helped Apurata quickly respond to market shifts, reinforcing trust among new borrowers.

“Thanks to Admira, we doubled down on the channels that actually convert. Our loan approval rates are higher, and we’ve improved user trust in record time.”

— Head of Growth, Apurata