The Tenn's Explosive Entry into the US Millennial Market
Growing the fintech challenger bank reimagining loyalty rewards in the United States
Background
Tenn approached Growthcurve as a challenger fintech brand on a mission to revolutionize mobile banking for millennials. With a range of exclusive features including daily rewards at top retailers, cashback, instant ACH transfers, and salary advance, Tenn aimed to fill a unique gap for young Americans seeking dynamic, tech-integrated financial solutions. The challenge: Launch Tenn in a competitive market with an impactful strategy, driving rapid yet sustainable adoption across the US while highlighting their distinctive value proposition.
Strategy and Execution
Growthcurve orchestrated an all-encompassing cross-channel marketing strategy, tailored to drive awareness, engagement, and customer acquisition at each stage of Tenn’s launch cycle. Our comprehensive plan included:
Cross-Channel Marketing Mastery
CRM Management
Using Braze, we designed personalized communication journeys, ensuring each user felt a consistent, high-value experience. CRM campaigns included onboarding sequences, reward alerts, monthly insights, and retention-focused messaging, tailored to amplify Tenn’s daily rewards and exclusive features.
Paid Performance Marketing
We developed and tested thousands of creative variations across Meta’s advertising network, optimizing visuals, copy, and CTAs for maximum reach and relevance. Using an evidence-based approach, Growthcurve® ran segmented A/B testing to tailor creatives to different demographic segments, gathering granular insights and scaling successful content.
Social Content and Community
To resonate with Tenn’s millennial target, Growthcurve® pushed the envelope on social media:
Influencer and UGC Marketing
Growthcurve® activated an extensive network of influencers and UGC creators, curating authentic endorsements and stories that aligned with Tenn’s lifestyle-driven messaging. Each influencer was selected based on engagement metrics and audience alignment, resulting in a network of advocates sharing real stories about Tenn’s value.
Live Action Episodic Content
Live Action Episodic Content: To humanize Tenn’s brand, we produced a serialized content series showcasing real user experiences, daily banking hacks, and financial advice. This episodic content attracted millions of views, creating a deep emotional connection with potential users
Strategic Referral Program
To leverage Tenn’s strong social referrals, we custom-built a rewarded referral scheme and landing page. Users could track referral progress and incentives through an intuitive dashboard, motivating them to invite friends, which led to a significant boost in acquisition. This personalized referral system contributed to organic user growth and facilitated exponential scaling through Tenn’s customer base.
State-by-State Rollout for Optimized Adoption
In a highly competitive fintech space, a phased, state-by-state launch was essential. Growthcurve® worked closely with Tenn to implement a controlled pilot launch, starting in New York and expanding along the East Coast. By analyzing geographic metrics and behavioral data, we were able to refine marketing messages, create region-specific content, and fine-tune offers that resonated with local audiences, establishing Tenn as a credible and reliable financial partner as they expanded nationwide.
Full-Stack Analytics and Data Precision
Accurate, real-time data insights were critical to scaling Tenn effectively. Growthcurve® handled all data management through Google Tag Manager (GTM), setting up a comprehensive analytics infrastructure:
We deployed both server-side and client-side redundancy setups, ensuring zero data loss and continuous tracking across platforms.
Conversion data was integrated into GA4, a dedicated data warehouse, and various ad platforms, providing seamless reporting to Tenn’s growth team.
Adjust MMP for mobile allowed us to connect in-app user behavior with acquisition channels, closing the loop on Tenn’s multi-platform performance.
Results and Impact
Our integrated growth strategy, content innovation, and rigorous analytics setup fueled Tenn’s rapid adoption:
Hundreds of thousands of installs
achieved within months, primarily among high-value millennial users.
Thousands of active customers
engaging with Tenn’s features, with sustained growth in both app activity and transactional behavior.
Millions of brand impressions
Strong brand equity and social engagement, with millions of impressions from content and influencer marketing, establishing Tenn as a top contender in mobile-first banking.
Growthcurve’s approach to Tenn’s go-to-market strategy combined meticulous planning, cutting-edge data precision, and a nuanced understanding of millennial banking needs. By leveraging omnichannel expertise and an adaptable, data-driven approach, we transformed Tenn’s launch from a competitive entry to a scalable, sustainable growth engine across the US fintech landscape.
