Enabling customer growth for payment fintech Paidy



Paidy are competing in the race to become the top digital payment platform in Japan.

Their model is similar to global BNPL players like Klarna and Afterpay, successfully challenging the “mendoukusai” parts of financial services, but there are also market specific behaviours to consider.

They were finding that consumers and merchants weren’t always converting, with gaps in the journey leading to challenges around acquisition.



We collaborated with Paidy on a series of touchpoints as they scaled up, from their website and identity through to segmentation and journey optimisation, all centred around platform growth.

We defined ‘purchasing tribes’ through our SCOUT segmentation tool that identified specific customer groups aligned to the Paidy model, conducting workshops with their team to refine and make these actionable.

Through value stream mapping we identified friction in the onboarding journey, with a lack of follow up communication meaning people dropped off after initial use. And we created distinct user journeys for their B2C and B2B websites, as well as English and Japanese versions of digital content to support investors.


Since our collaboration, Paidy have scaled to become one Japan’s fintech unicorns, with acceptance on Amazon and Rakuten marketplaces driving year-on-year growth.

Our optimisations enabled them to deepen relationships with customers in their critical scale-up phase, setting them up with an insight-led competitive advantage in the payment space.


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