Kiwi drives growth with in-app experiences

Kiwi is India’s leading credit card super-app — letting users make UPI payments with their credit cards, earn rewards (Kiwis), and access financial products like loans and credit scores all in one place.

With a rapidly growing user base and an ever-expanding feature set, Kiwi needed a way to communicate the right offers to the right users, at exactly the right moment, without burdening their engineering team.

How Kiwi uses Plotline

Over the last few months, the growth team at Kiwi has deployed 200+ campaigns on Plotline — from smart nudges and native widgets to gamification and referrals — driving dramatic uplifts across every key metric from conversions to referrals.

"Every time we had an idea, it needed engineering. And engineering has a roadmap, and priorities. Plotline changed that dynamic. Our product and growth teams can now move on their own - test something, see if it works, kill it or scale it. That ability to experiment fast is what actually compounds into growth. The results we've seen on retention and referrals are a direct outcome of being able to move at that speed."

Anup Agrawal Co-founder at Kiwi

The Opportunity

Kiwi needed to surface relevant offers, financial products, and rewards to millions of users without constant engineering effort. The team wanted to deploy targeted in-app experiences — nudges, native widgets, gamification, and referrals — that could be launched and iterated on without app releases.

Campaign 1: Turning every transaction into a referral moment

Kiwi’s referral program needed better visibility. With Plotline, the team injected referral touchpoints right where users were most engaged — a referral widget that surfaced program details contextually at the checkout page.

Users who saw referral nudges visited the referral page at nearly 3.5x the rate, and actually clicked to refer at 2x the rate.

Campaign 2: Smart nudges that meet users in the moment

Kiwi deployed two high-impact nudge formats to drive users toward key actions — a full-page pop for contextual awareness, and a bottom sheet for pre-approved financial offers.

The Full Page Pop appeared on the rent payment summary screen, reminding users they could use their credit card for big expenses like rent and education.

The Bottom Sheet surfaced pre-approved loan offers for eligible users in a sleek, dismissable overlay. Because these experiences are native to the app’s visual language, and surfaced at the right moment, user engagement improved by 50% — they don’t feel like ads.

Campaign 3: Widgets that look like they were always there

The secret to Kiwi’s widget performance is how native they feel. Plotline’s widgets — from a simple Image Banner to a multi-card Carousel — are rendered using the app’s own design system, making them indistinguishable from first-party UI.

Campaign 4: Scratch cards, quizzes, and the joy of earning

Kiwi layered gamification on top of everyday transactions to make payments exciting and rewarding. After a successful UPI transaction, users could instantly scratch a card to reveal a cashback reward — turning a routine payment into a delight.

The scratch card drove a 10% lift in successful UPI transactions.

Alongside that, an in-app Quiz tested users’ knowledge of credit card benefits — with 72% quiz completion among those who started. These formats drove awareness of Kiwi’s unique credit card UPI proposition in an unforgettable way.