Equiti Group has partnered with Paapi to strengthen how it measures and optimises marketing performance across the customer journey, bringing campaign measurement and activation into a single platform.
The partnership will cover key stages of Equiti’s trading funnel, including account registration, KYC, first deposits, first trades and ongoing trading activity. By connecting these stages, the companies aim to give Equiti a clearer understanding of how different marketing channels contribute to customer progression and longer-term trading activity.
For Equiti, the collaboration is focused on improving visibility across a complex, multi-stage customer journey. The additional measurement capabilities are expected to support marketing optimisation, more tailored communications and a smoother client experience from onboarding through active trading.
The partnership will also support Equiti’s focus on new trading accounts (NTA) and trading-volume targets, enabling its marketing team to use performance insights to inform acquisition and optimisation decisions across its markets.
Connecting Measurement With Activation
Paapi combines advertising measurement and activation capabilities within a single platform. For Equiti, this means marketing teams can connect performance data with actions rather than relying solely on reporting from individual advertising platforms.
Dan Hesmondhalgh, Co-Founder and CCO, Paapi, said the partnership reflects the importance of understanding what drives customers from registration through first trade and subsequent trading activity.
He added that Paapi will help Equiti connect measurement with action across the customer journey.
Supporting a Complex Trading Funnel
Equiti operates across multiple international markets, making customer acquisition and conversion a multi-stage process. The partnership is intended to provide greater clarity into how marketing activity contributes at different points in that funnel.
Riccardo Camon, Global Head of Marketing, Equiti Group, said the company selected Paapi to further strengthen its marketing capabilities, highlighting the platform’s understanding of the complexity of the trading funnel and its focus on converting insights into action.
The collaboration is also expected to support Equiti’s efforts to build on existing marketing performance while improving its ability to connect customer data and marketing activity across the lifecycle.
AI Capabilities on the Roadmap
Paapi’s planned product development, including new AI capabilities, is another element of the partnership.
According to Camon, these capabilities will allow Equiti’s marketing team to query data and act on insights more efficiently as the company continues to focus on growth in new trading accounts.
The partnership therefore extends beyond campaign measurement, with the companies positioning the combined platform as a way to make marketing decisions more actionable across Equiti’s customer lifecycle.
David Tam, Co-Founder, Paapi, said Equiti represents the type of multi-market, complex marketing environment for which Paapi was developed, where fragmented platform reporting can make it difficult to understand performance across the complete customer journey.
The partnership brings together Equiti’s international marketing operations and Paapi’s measurement and activation technology, with the companies aiming to create a scalable approach to marketing performance as Equiti continues its expansion across international markets.
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