The Latin American financial sector has undergone a silent revolution in recent years.
Traditional banks, with their rigid and inaccessible structures, have given way to the emergence
of agile, digital, and user-friendly fintechs. This success story is an example of how that change has impacted the market.
This success case is an example of how this change has impacted the market.
It was in this context that RappiPay was born, within the Rappi super app ecosystem, with a bold mission: to change the way Colombians relate to money. But every revolution faces obstacles.
In RappiPay’s case, the biggest one was how to communicate efficiently with millions of users,
conveying value, proximity, and trust in every message.
That’s where Treble came in.
The birth of RappiPay: innovation within an ecosystem
Rappi was already known as one of the largest delivery and services platforms in Latin America. The decision to expand into the financial sector came as a natural move for a company that understood that users’ lives don’t fit into a single category.
RappiPay was born five years ago as one of the region’s first fintechs to launch its own credit wallet. The proposal was simple and bold: to offer financial products that were as practical and relevant as ordering food or hailing a motorcycle taxi through the app.
The initial success paved the way for new products. Today, RappiPay already has more than five financial solutions, including credit, payments, and benefits, and is preparing a series of new launches for the coming years.
“We wanted to go beyond the traditional bank. It wasn’t enough to offer a card or credit. We needed to create something that reflected the real needs of Colombians.”
Angie Cano — Growth Manager at RappiPay
The initial challenge: limited and unscalable communication
Launching innovative products is only one part of the equation. The other, equally important part is communicating them clearly and efficiently. And this was RappiPay’s first major challenge.
Initially, communication with users happened on only three fronts:
- In-app messages
- Push notifications
- Emails and SMS
These channels served their purpose, but they had limitations. The communication was not very personalized, often arrived at the wrong time, and in some cases, failed to engage users as it should.
In other words: RappiPay had cutting-edge products, but it still couldn’t truly connect with its users.
The turning point: the arrival of Treble
It was in this scenario that RappiPay connected with Treble, which was already working on other fronts within the Rappi ecosystem. From the beginning, it was clear that the challenge wasn’t just to broaden the reach of messages.
It was necessary to reimagine the entire communication strategy, moving beyond the basics and creating relevant experiences at every point of the user’s life cycle.
What changed with Treble
Smarter acquisition
Treble helped RappiPay find the ideal users and reach them on the right channel, reducing waste and increasing results.
Personalization at scale
Communication was no longer generic. Each message began to reflect the characteristics and needs of each user.
Constant A/B testing
With Treble, RappiPay gained the freedom to test messages, formats, and flows in real time, quickly identifying what worked best.
WhatsApp as a key differentiator
WhatsApp, the most-used channel by Colombians, was integrated into the CRM. The result: more natural communication flows, humanized conversations, and personalized experiences.
Results that speak for themselves
The transformation was quick to appear. Among the results achieved, some stand out:
- 30% of users reached the top of the funnel more consistently.
- Campaign reach grew significantly, impacting more people with relevant content.
- Communication shifted from being solely about acquisition to covering the entire user lifecycle, from onboarding to loyalty.
These numbers tell more than just statistics. They show a real change in how RappiPay connects with its customers.
“Creating different flows within WhatsApp that connect with the CRM made the experience more personalized for each user.”
Tatiane Muñoz — Growth Specialist at RappiPay
The human impact: a closeness that makes a difference
More than growth in numbers, the partnership brought something essential: humanity in communication.
- Users began to receive messages that truly made sense to them.
- The journey on WhatsApp brought the fintech closer to the daily reality of people’s lives.
- Personalization built trust: each customer felt that RappiPay was there to help them, not just to sell.
This human impact is what makes the partnership so relevant. After all, the future of fintechs isn’t just about technology, but about how they can create real connections.
What does this case study teach the market?
The RappiPay case leaves valuable lessons for other companies that want to grow:
1. The right channel matters:
It’s not enough to have good messages. You need to be on the channel your user uses most.
2. Personalization is not a differentiator; it’s the standard:
Consumers expect to receive communications that align with their life stage.
3. The lifecycle is the game:
Acquisition is just the beginning. Nurturing, engaging, and retaining is what ensures sustainable growth.
4. Testing is learning:
The ability to perform constant A/B tests allows for fast and smart evolution.
This case also shows how fertile Latin America is for fintech innovations. The combination of a young, hyperconnected, and demanding population creates space for solutions that challenge traditional models.
RappiPay understood this early on, and with Treble, it managed to turn that potential into reality.
The future of RappiPay with Treble
Looking ahead, RappiPay continues to expand, launching new products and strengthening its role as one of the most innovative fintechs in the region. And Treble remains a key partner, helping to ensure that every new development is communicated in the most intelligent and human way possible. The goal is simple: to connect more and more with the right user, at the right time, on the right channel.
The RappiPay case is proof that communication is a strategic piece for the growth of any company. With Treble, the fintech was able to turn challenges into results, achieving not only impressive numbers but also the trust and engagement of its users. And this is just the beginning.
If your company also wants to transform the way it communicates, it’s time to take the next step.
Treble helps you reach the right user, on the right channel, with the message that truly matters.
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