Driving Web-Led Growth for Flip’s International Money Transfers

Flip has been a familiar name in Indonesia’s fintech space for over a decade now. Since launching in 2015, the platform has built a strong reputation for enabling affordable and reliable domestic money transfers, growing to serve more than 13 million users across the country.

However, as the brand matured, Flip began expanding beyond its core domestic transfer offering. One of the key steps in this evolution was Flip Globe, a product designed to enable international money transfers.

To support Flip’s next phase of growth in today’s digital-dominant landscape, M+C Saatchi Performance partnered with the brand late in 2025. The partnership has focused on helping Flip grow adoption of its newer products, while maintaining the performance efficiency that defined its domestic transfer business.

Flip’s core domestic money transfer product was well established, but growing its newer offerings required a different approach.

For Flip Globe, the challenge was to find out how users evaluate international transfer services. Many start on the web, comparing providers and fees before making a decision. While competitors were already strong in this space, Flip’s growth had been largely app-driven, limiting its ability to capture these high-intent users early in their journey.

To support Flip’s expansion across new markets, we restructured the campaign approach to better capture demand across the full user journey, with a stronger role for web.

1. Expanding beyond conversion-only campaigns
   In the beginning, Flip Globe campaigns were heavily focused on bottom-funnel conversions across Google, Meta, and TikTok. This limited Flip’s ability to influence users earlier in their decision-making process.We introduced mid-funnel traffic campaigns to bring users into the journey sooner, building intent before conversion. For Flip Globe, this was important, as users often compare international transfer options on the web before deciding, which was an area where competitors were already capturing demand.

1. Growing web-led acquisition
   The web became a key part of the acquisition strategy. By driving high-intent users to the web during the research phase, we aligned with how users evaluate providers and were able to capture demand earlier, rather than relying only on app-based conversions.
2. Diversifying the media mix
   Campaigns initially relied heavily on Meta. We rebalanced investments across Google, Meta, and TikTok, and introduced additional platforms such as Moloco and DV360 for testing.

This helped bring in new sources of performance, reduce channel dependency, and support the expansion of web growth.

Overall, this approach allowed Flip to capture demand earlier, increase web acquisition for international transfers, and build a more balanced approach for growth across markets.