Finance Leader Achieves Record Revenue by Finding Customers’ “Why”

Editor's note: The original author of this story wished to remain anonymous.

In dynamic fields like crypto and Forex, top managers need more than just numbers to craft strategies and make informed decisions in real time. They need to understand the underlying reasons driving customer behavior.

My company is a global leader in Forex, CFD, and crypto brokerage, serving over one million clients from more than 90 countries. We offer thousands of tradable instruments on a cutting-edge trading platform, and our unblemished record with financial regulators across multiple continents means our customers know they can trade safely with us.

Understanding our customers’ “why” is essential to maintaining our position and being worthy of their trust. Uncovering those insights has helped my performance and customer engagement marketing team set a new bar for company revenue.

Fragmented insights disrupt growth

Gaining insights into our users, particularly our high net-worth, high LTV customers, is critical to our success. Until recently, though, we had a frustratingly fragmented view of customer behavior. Various teams used dozens of separate tools, which created data silos and gaps. Even if two tools recorded the same information, different instrumentation resulted in inconsistent numbers, making cross-team collaboration difficult.

Data discrepancies and data silos made it difficult to get a clear view of the customer journey because we could never get to the root causes of customer actions. We couldn’t explain product or marketing anomalies like why only specific customers onboarded or the reason for a drop in our overall deposit rates.

Our tech stack added to the frustration, sometimes even delivering inaccurate information. In one example, the performance marketing team’s preferred platform indicated high customer engagement, but when we replaced it with a new solution, we realized customer engagement had actually plummeted. We needed credible, reliable data we could trust.

A unified view increases retention and ROI

Everything changed when we moved to Amplitude Analytics and gained a more cohesive outlook on customer behavior within our product. For the first time, we understood how our customers moved through their journey and had a visual representation of where customers churned.

We started by analyzing our high-impact customers, figuring out how best to identify and engage them. One clear action we noted them taking was making several trades within their first week on the platform. Using that insight, we created cohorts of similar customers in Amplitude to find other key characteristics. We also synced the lookalike segments to our digital channels to figure out which channels led to greater success.

Once we had a better understanding of our high-impact users, I saw an opportunity to use Amplitude to create a proactive engagement framework. We began implementing similar engagement and remarketing tactics to catch high-impact users at risk of churning and reactivate former high-impact customers. Over a four-month period, our newly integrated approach led to remarkable results:

• ROI increased by 14% across top-performing channels after refining channel selection strategies and optimizing acquisition spend.
• Total remarketing cost decreased by 69%.
• Churn rate dropped 22%.
• Retention rates increased by 20% due to a personalized CRM strategy, which included targeted reactivation efforts and loyalty initiatives.
• Deposit rates jumped by 132%, underscoring the effectiveness of our approach in boosting customer engagement and satisfaction with our new CRM and engagement strategy.
• Daily trading volume grew by 8%, directly contributing to revenue growth and solidifying our market position.

These are tremendous improvements—but the most significant measure of Amplitude’s impact is our revenue growth. In 2024, we achieved over $306 million in revenue, a 10% YoY increase and a record high since the company started.

These outcomes aren’t just numbers; they marked a shift in how our team approached marketing. We now have a new standard of efficiency and effectiveness that's reshaped our strategy and given us a competitive edge.

What sets my story apart is the impact of these results—achieved through a combination of deep analytical rigor, innovative thinking, and relentless focus on optimization. By connecting tools, aligning data, and implementing strategic channel optimizations with Amplitude, I transformed our approach to performance marketing, proving that when data is harnessed effectively, it can unlock unprecedented growth.

Aligning on a single source of truth

Amplitude’s accurate, real-time insights have transformed how we work. What once took hours is now instant, giving us a single source of truth across the company. With marketers and product managers aligned on the same data, we can collaborate seamlessly to achieve shared goals.

Moving to Amplitude also meant we could let go of some tools and consolidate others. Using a combination of engagement tools, data analytics, and AI, I redefined our CRM approach. I implemented MoEngage to power engagement, reactivation, retention, loyalty, and advocacy, while Amplitude and Adjust provided analytics that allowed us to make data-backed decisions. By integrating these tools, I created personalized, impactful interactions that exceeded management expectations and delivered measurable value across multiple KPIs.

Amplitude’s intuitive, user-friendly platform has made collaboration effortless. Its success was so immediate that we created a new Customer Lifetime Management team with Amplitude at its core. The team consists of data scientists, product managers, and marketers, and Amplitude is the go-to tool for everyone.

Data-driven agility

We couldn’t have done any of this work alone. Our Amplitude Customer Success team has been by our side, helping us understand and get the most out of the platform. They also introduced us to some newer Amplitude features that we are excited to deploy soon: Compass and predictive analytics.

Compass will help us spot the critical user behaviors that indicate user retention or conversion, while predictive analysis will allow us to take proactive preventative action instead of fixing problems after they happen. Investing in these upgrades will help us unlock even more information about customer behavior and use that knowledge to impact our strategies.

In a rapidly changing market, agility is key. With Amplitude, I’ve built a scalable framework that keeps my company competitive while aligning with long-term goals. By leveraging AI-driven insights into user behavior and preferences, we’re crafting engagement strategies that maximize relevance, drive conversions, and elevate customer satisfaction.