MoneyHero AI Targeting Lifts Approval Rate to 48%

On June 24, 2026, MoneyHero Limited Class A Ordinary Shares (MNY) said AI customer acquisition targeting now spans its consumer acquisition funnel, while the quarterly approval rate rose to 48%. The company did not break out AI's standalone contribution.[1]

MoneyHero Limited Class A Ordinary Shares (MNY) operates a platform for comparing and applying for personal financial products and provides digital insurance brokerage services. It primarily earns revenue by delivering customers to financial institutions and through insurance brokerage, marketing, and other services. Its AI acquisition optimization targets prospective applicants for products such as credit cards. It uses customer and conversion-funnel signals to adjust advertising, incentives, and the application journey, concentrating resources on people more likely to convert and receive approval. The application has entered the company's core customer acquisition operations.

From conversion support to a companywide acquisition tool

The application evolved from assisting conversion on transaction pages into a companywide acquisition tool. On September 19, 2024, MoneyHero said it used AI to personalize customer journeys, automate workflows, and improve decision-making, adding that these efforts helped raise conversion for approved applications.[4]

In June 2025, the marketing team began using AI insights for personalization at scale and targeted incentives. Spending on rewards and promotional programs fell by more than 50% year over year, but that decline reflected a broader program optimization and cannot be attributed entirely to AI.[3]

By September 2025, rewards intelligence and approval intelligence had gone live in selected scenarios with holdouts and guardrails. Management also said customer acquisition cost per approved application had declined and approval quality had improved.[2] By June 24, 2026, AI targeting had expanded further across the company's consumer acquisition funnel.

Approval quality improved, but attribution remains limited

The latest quarterly approval rate rose from 36% a year earlier to 48%, indicating better acquisition-funnel quality.[1] Product mix, traffic sources, and financial institutions' approval policies can also affect the rate, however. Because MoneyHero did not disclose the incremental impact of AI targeting, the full 12-percentage-point increase cannot be attributed to AI.

The application could affect advertising and marketing expense. If more precise targeting and incentives reduce low-value traffic while maintaining application volume, MoneyHero may need less marketing spending for each approved application. The company said data-driven AI targeting accompanied lower advertising and marketing expense, but it did not disclose the size of the expense decline or savings attributable to AI. Other measures, including a leaner marketing framework, were also in effect, so the expense change cannot be attributed entirely to this application.

MoneyHero has moved AI from conversion support into a core acquisition process with holdouts and guardrails, alongside operating signs of better approval quality and marketing efficiency. Stronger financial attribution would require disclosure of customer acquisition cost per approved application before and after AI targeting, along with the related advertising and marketing savings or comparable holdout results.

Application assessment

• AI Customer Acquisition Optimization | Business position: Core operations | Application stage: Limited production | Scope: Companywide | Value type: Revenue growth

Sources

[1] Drillr · MoneyHero Limited Class A Ordinary Shares (MNY) · June 24, 2026 · Earnings call

Despite this lean marketing framework, our approval rate increased meaningfully from 36% a year ago to 48% this quarter. And total approved applications still grew year over year, reaching 156,000.

[2] Drillr · MoneyHero Limited Class A Ordinary Shares (MNY) · September 19, 2025 · Earnings call

We are operationalizing AI with rewards intelligence, approval intelligence, yield intelligence and AI-assisted service going live in select scenarios with holdouts and guardrails firmly in place.

[3] Drillr · MoneyHero Limited Class A Ordinary Shares (MNY) · June 13, 2025 · Earnings call

First, we have dramatically optimized our rewards and promotional programs, reducing our spending in this area by over 50% year-over-year. Critically, we've accomplished this while maintaining robust conversion rate.

[4] Drillr · MoneyHero Limited Class A Ordinary Shares (MNY) · September 19, 2024 · Earnings call

AI is a crucial tool for us, also allowing for more personalized customer journeys, automating our workflows, and really optimizing our decision-making processes.