Context
Lyf is a French fintech company specializing in secure mobile payment solutions. Through its Lyf Pay app, users can make online and in-store payments, store their loyalty cards, send money, create group gifts, and access special offers.
Lyf, a long-time partner of Addict Mobile, reached out for stronger support after repositioning its brand. This evolution redefined the acquisition strategy, placing the spotlight on one key feature: money pool creation.
Challenges
– Align acquisition campaigns with the brand’s new objectives
– Boost organic visibility on the stores through a full ASO revamp
– Integrate new high-performing acquisition sources
– Maximize the number of money pools created while keeping costs under control
Strategy
1. iOS & Android ASO Revamp
The first step was a complete overhaul of the App Store and Google Play listings. Following an in-depth audit of the existing texts and visuals, the goal was to rework the textual fields, title, subtitle, and description, by integrating strategic keywords to improve the app’s visibility around its key feature: money pool creation.
On the visual side, an analysis of user journeys and competitor benchmarks led to the design of a brand-new set of screenshots, more modern and dynamic. This approach aimed to better capture user attention and boost conversion rates across both stores.
Before
After
Since the ASO revamp, Lyf Pay has climbed over 10 positions on Android and 6 positions on iOS in store rankings.
2. Diversifying Acquisition Source
Historically, Lyf’s user acquisition campaigns were exclusively run on Apple Search Ads. With the company’s new strategy focused on promoting the money pool feature, it became necessary to rethink the media approach. In this context, Android had played only a marginal role in the media mix, despite Google typically being one of the most effective channels for this type of objective.
Integrating Google as a new acquisition source marked a major strategic shift. By directing investment toward campaigns specifically highlighting the money pool creation feature, Lyf quickly saw a significant boost in performance.
To support this momentum, Addict Mobile also helped produce creatives tailored to each UA campaign.
Between March and May 2025, Lyf significantly expanded its presence on Android, with a sharp increase in media investment. Meanwhile, on iOS, campaign optimizations helped cut the cost per money pool creation in half, demonstrating the efficiency of the new strategy.
Results
- x2 advertising investments between January and May
- -50% cost per money pool creation
- +10 positions on Android, +6 on iOS in store rankings
Next steps
Following this full ASO strategy overhaul, the next phase will involve creating Custom Product Pages to better tailor the user experience to different audience segments and/or locations, aiming for even greater performance gains.
