Elevating Paysafe beyond the bottom funnel

Paysafe’s bottom-funnel interest started to decline in key markets, driven by an overemphasis on performance marketing at the expense of brand investment. As the payment solutions landscape became increasingly saturated, acquisition efforts struggled with both scalability and rising media costs.​ Market modelling revealed that traditional opportunity markets, such as the US, were not the most strategic investments due to the need for improved product distribution before increasing advertising spend. We needed to identify key markets where the brand could be revitalised efficiently, with a focus on regulatory considerations.

We analysed audience size, media landscape, and category relevance, alongside regulatory research, to identify scalable markets with manageable regulatory barriers.

Focusing on five key LATAM markets with varying cryptocurrency usage, we assessed them against regulations and local tax implications to optimise costs. Brazil and Chile emerged as key markets, with strong Podcast and Streaming TV consumption shaping our media choices.

We combined OOH, audio, and a global digital strategy to boost local sign-ups. Key actions included integrating Skrill into physical spaces, blending on-and-offline efforts, targeting high-reach local media, and tailoring OOH placements to a neighbourhood’s socio-economic status.