Paynet was continuing to grow its base of paying users, but further growth could not rely simply on increasing the marketing budget. In September 2025, the performance marketing model was restructured with three parallel goals: improve acquisition efficiency, accelerate creative production and testing, and build internal marketing capabilities.
Problem
The challenge was not to buy more growth, but to make growth itself more efficient. Paynet needed to reduce the cost of acquiring a new paying user and total marketing costs without slowing MPU growth. At the same time, the team had to overcome an internal resource gap and maintain a high pace of performance testing.
Solution
We built an integrated performance system in which data, hypotheses, creative, testing and scaling operated as a continuous cycle. Production was accelerated to more than 1,000 creative assets per month: 57 master creatives and 972 adaptations. Creative solutions were continuously tested and scaled based on performance
Results
Total marketing costs −25.2% · MPU +41.3% · CAC ≈50% below target
