John Coombs

Judo for User Engagement in Finance Apps

The consumer fintech sector is exploding and highly competitive. Management of personal banking, payments and investments are all part of the new integrated mobile fintech app. While the battle for new customers is acute, retention and optimizing in app experiences is a primary focus.

Judo’s platform empowers consumer fintech publishers to add new engaging mobile experiences to their apps. These experiences are fully native and may incorporate custom fonts, video, audio, and a variety of interactive components. Using no-code tools and server-driven UI, these native experiences may go from design to deployment in hours without app updates. Here are some examples of how Judo augments fintech apps.


While advertising and promotions to acquire new users accounts for a majority of marketing spend in mobile, spending on customer retention is growing at a faster clip. A focus on retention over lower cost of acquisition is often the key to return on ad spend (ROAS).

Effective on-boarding is a critical element to engagement marketing—educating the user about the app on first open or highlighting new features for repeat users. Studies show that after one day, retention for personal finance apps hovers around 23%. After one week, this drops by more than half.  With effective mobile app on-boarding yielding a 50% lift in repeat usage, its growing importance can’t be overstated. This is particularly the case for applications where the focus is on immediate conversion and securing the first deposit.

Rather than wait for the next major app update to launch a new on-boarding experience, Judo's no-code and server-driven UI platform empowers marketers to iterate and experiment by changing layouts and providing different on-boarding flows to different segments. An experienced trader may be presented with a very different experience than a first time investor. Consumer fintech apps are becoming financial Swiss Army knives offering a broadening array of services, from savings to crypto trading. As a result on-boarding and promotion of new services must continuously evolve to reflect the latest offerings.

Affiliate Offers

Fintech app publishers seek secondary revenue by promoting, and earning affiliate commissions on related services offered by third parties. Examples of potential affiliates include insurance, travel, investment advisory, and mortgage origination services. Presented in a mobile app, these third party offerings are often assigned a short introduction and graphic with a link to a mobile web page.

Using Judo it is possible to replace this constrained promotion and create and experiment with customized multi-screen branded experiences that feel aligned with the overall app UI.. These richer experiences further qualifies the prospect before sending them to a web-based online form on the affiliate partner site. This approach has the dual benefit of increasing conversion and keeping the user in the app experience.

Financial Literacy

Even apps that do not focus on under-banked or inexperienced investors use educational content and content that promotes savings and responsible investing as part of content marketing and, sometimes, to keep regulators happy. Using Judo, it is possible to do more than add another article or simple templated piece of content. Information can be delivered in the form of interactive experiences and utilities that can be API-driven, pulling in dynamic elements like stock quotes, interest rates, user account data, and other elements.

Judo’s carousel and story style designs are good examples of elements that can be applied to fullscreen learning experiences. Publishers may create an experience that incorporates horizontal scroll as part of a “step by step” guide. Using the MacOS Judo Build tool and Judo Cloud these experiences can be easily edited and updated, skipping development, testing and app submission.


These are just some examples of how Judo may be used to augment consumer fintech apps by elevating engagement marketing through rich experiences that are indistinguishable from the core app user interface. The alternative is to expend developer resources and sequence delivery of new experiences with periodic app updates, make use of simple templates, or seek to add webview content that may result in a disjointed user experience.

Most no-code tools in mobile are designed for use by smaller publishers to build full applications within fairly rigorous constraints. The resultant apps go through the typical release and update cycle. The Judo platform is used by major app publishers to deliver fully native experiences without compromise that bypass the app update cycle through the use of server-driven UI. No compromise means support for brand elements like custom fonts and custom color palettes. It also means support for accessibility and language settings—a priority for regulated entities including those in financial services.

Judo’s security model lends itself to use in consumer fintech. The Judo Cloud coordinates the delivery of experiences created with the Judo Build tool. The Judo SDK is very lightweight as all experiences render using native APIs on iOS. The source code for the SDK is available to publisher partners. Data requests go from the app to the publisher’s server — Judo is not in the middle.

The Judo SDK renders natively using the existing frameworks on iOS. Everything is done device-side ensuring data only flows between your servers and your users—Judo is never in the middle. The only thing stored on Judo’s servers is layout configuration. Your data and APIs remain unchanged and integrate with Judo experiences directly on the device, just like the rest of your app.