Fintech Digital Marketing Strategy to Increase User Acquisition

Fintech is one of the rapidly growing industries in Indonesia. This study aims to analyze the company's user acquisition journey and digital marketing strategy to compete in the Indonesian fintech market. This company is an international consumer finance provider with operations in eight countries. The authors collected qualitative data and analyzed the data using the IFE and EFE matrix methods and SWOT analysis. The results of the research state that the visibility of the company digital marketing properties, such as websites and mobile apps, still needs to be increased to increase the number of users. Therefore, the authors developed a digital marketing strategy action plan for the company. This strategy proved effective in achieving the research objectives. The digital marketing strategies implemented are SEO, SEM, ASO, and CRM.