Case Study: Salt Bank raised activations 80% using Amplitude experimentation
Key results
The challenge
Salt Bank, Romania's first 100% digital neobank, launched in 2024 and drew double the signups it expected, but its activation rate was well below target. Many new users were not activating their accounts, in part because they had not yet received physical cards and did not realize they could pay digitally through the app.
The solution
Using Amplitude Analytics and Amplitude Feature Experimentation, the growth team identified drop-off points, tested variations of the onboarding flow to get users past an ID-verification roadblock, and retargeted in-app messaging around the app's digital-first card and mobile-wallet features.
“We want people to make a leap from their traditional bank into the digital world.”
ACAdrian ChirilaHead of Growth, Salt Bank
The results, in context
Data-backed changes produced an 80% increase in activations and shortened time to activation from several days to less than a day. Salt Bank also saw a 50% increase in customers making purchases within seven days, and within a year secured over half a million active users, twice its initial projections.