How Evest Turned a Dormant Solitics Setup Into 5x Higher LTV
Stage-based segmentation, full-funnel journeys, and lifecycle KPIs almost doubled Registration-to-FTD conversion and created a measurable CRM growth system across MENA and GCC.
Operationalizing Marketing Automation for Market Growth
Evest, a prominent player in the MENA and GCC markets, had already invested in Solitics for marketing automation. However, the platform was largely dormant, functioning as a delivery mechanism for broad, generic campaigns rather than a strategic growth engine. Without a dedicated lifecycle strategy or mapped customer journeys, the business could not track how individual campaigns influenced long-term value.
"The problem was not the automation platform. It was the missing strategy layer."
A Generic-Blast Model with No Strategic Roadmap
Despite having capable software, Evest faced several structural weaknesses that prevented meaningful ROI from their CRM efforts:
- Lack of trigger-based communication logic linked to user behavior
- No standard journey architecture or meaningful customer segmentation
- Heavy dependence on broad promotional messages with no commercial context
- Absence of a lifecycle KPI framework to guide monthly optimization
- Significant compliance friction slowing down the messaging approval cycle
A marketing automation platform cannot decide on its own what a meaningful customer stage is or which action signals intent. Without a strategy layer, automation is simply a delivery mechanism, not a growth system.
Building a Full-Funnel Lifecycle Framework
We defined the customer journey in operational terms, identifying entry and exit conditions for every stage from 'Registered' to 'Dormant.' This created the foundation for specific journey architecture.
We mapped the path from Registration-to-KYC and KYC-to-FTD. Messaging was tailored to actual user progress, moving from process explanations and barrier removal to funding instructions and account readiness once approved.
A first-time deposit was not treated as the final goal. We implemented stage-based education to encourage first trades, repeat activity, and deeper platform engagement through behavioral nudges.
We built workflows to detect a loss of momentum early. By identifying signals like reduced login frequency or interrupted deposit behavior, the system triggered targeted interventions before users became fully inactive.
We introduced a monthly review model focused on stage-specific metrics, turning CRM reviews from activity summaries into performance discussions focused on incremental commercial impact.
Strategic Implementation Success
In a heavy regulatory environment, we established 'Compliance-Safe' messaging patterns. This involved finding a sweet spot of clear, factual language and transparent conditions that met internal requirements while maintaining commercial effectiveness.
The improvement in Registration-to-FTD conversion following journey mapping.
"The 5x LTV improvement came from managing the full lifecycle, not stopping at first deposit."
Measurable Impact on Growth and LTV
The project almost doubled the Registration-to-FTD conversion rate by providing users with the right information at the right stage of the funnel.
By managing the full lifecycle and preventing premature churn, client lifetime value increased by approximately 5x.
Solitics was transformed from an underused tool into a full-funnel orchestration system, serving as the operating layer for growth across all target markets.
From Sending Campaigns to Managing Progression
The strategic shift from 'sending campaigns' to 'managing client progression' redefined how Evest approaches marketing automation. By treating automation as a strategy problem rather than a technical one, Evest now possesses a permanent operating framework for moving clients through onboarding, supporting activation, and reactivating dormant users. The lifecycle is now a measurable, predictable engine for commercial growth.