Transforming a Swedish FinTech Unicorn:
GenAI Revolutionized Marketing Personalization
In a crowded FinTech market, innovation isn’t optional — it’s essential. This is the story of how Netlight helped Europe’s leading FinTech unicorn harness generative AI to transform marketing, cut costs, and deliver personalisation at scale.
About the client
The client is Europe’s highest-valued private fintech company based in Stockholm, offering products and services to consumers and retailers through payments, social shopping, and personal finances.
Challenge
The FinTech faced the challenge of high marketing expenditures with diminishing returns on investment. The traditional marketing processes were costly, slow, and lacked the capability for high-scale, personalised customer engagement. To maintain competitive advantage and maximise marketing efficacy, the FinTech was required to innovate its marketing approach. In close collaboration, Netlight stepped in to help drive this ambitious transformation forward.
Solution
Netlight implemented generative AI technologies to revamp the FinTech's marketing strategies with long-term business objectives in mind. This included automating the creation of marketing materials, from ideation to production, and creating workflows that could generate hundreds of digital assets in a pinch. The integrations facilitated the rapid scaling of personalised marketing campaigns tailored to individual consumer preferences, both from a content and a localisation perspective.
The innovative Prompt Template Library empowers teams to create, edit, and collaborate on structured prompts for Large Language Models (LLMs). Designed for seamless integration across the organisation, the tool dynamically adapts to user session inputs and fetches relevant content from connected systems. Built with a react-based frontend and a python-powered backend, the solution transforms modular building blocks into optimised, LLM-ready text.
Beyond the technology, the Netlight team also focused on the organisational adoption, providing hands-on training and upskilling in GenAI and prompt engineering, ensuring the team maximises the tool’s potential.
Impact
- Reduced marketing spend: achieved an 11% reduction in overall marketing expenditure in Q4 2023, translating to an estimated annual savings of $10 million.
- Enhanced marketing output: despite reduced spending, the client increased its marketing output through efficient AI-driven content generation, supporting various campaigns without additional human resource investment.
- Personalisation at scale: leveraged AI to deliver highly personalised marketing messages, improving engagement rates and user interaction by tailoring content to individual consumer preferences and behaviours.
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