Let’s face it, in 2020, retention isn’t just the goal, it’s the game changer. Focusing on retention is simply a more efficient path to growth than constantly hustling to acquire new users.

Some app categories are seeing a boom during the COVID-19 crisis and that includes fintech. Whether people are simply turning to banking apps rather than heading to their local branch, or they’re checking in with their investments more regularly thanks to the volatile market, people across the globe are embracing fintech as a way to cope with the challenges of this crisis.

We know that retention rates vary across app categories—as do strategies. While we talk a lot about what’s normal and what works for games, and travel, and even health and wellness apps? But what about apps that provide therapy?

Marketers aren’t medical workers. We’re not doctors, we’re not nurses, we’re not healthcare professionals, not first responders. But marketers have a role to play in helping others survive this global pandemic. Our lives aren’t on the line, but the economy is critical.

Media consumption in the Covid-19 era is hitting record levels of consumption as captivated audiences try to stay on top of non-stop news headlines and updates. It’s an upward spiral that is causing a massive shift in consumer behavior.

Retention and engagement go hand in hand—but they aren’t one in the same. In a recent episode of Retention Masterclass, John Koetsier and I talked to “the Godfather of the Mobile Growth Stack” Andy Carvell, partner at Phiture, a growth consultancy based in Berlin.

Rattled by unemployment numbers and wracked by the economic fallout of Covid-19, people everywhere are forced to re-evaluate how they will make and save money. Keenly aware of where their paycheck is going and eager to improve financial wellness, record numbers of consumers are looking to mobile finance apps for advice and answers.

Brand management has never been easy. Finding ways to communicate effectively and appropriately in the COVID-19 era, when consumers are deeply anxious about their families and their future, poses an even greater challenge.

Effective marketing and messaging demand a personal touch–but during a pandemic, it’s table stakes. However, showing empathy at scale requires marketers to strike a balance between automation and customization.

Is our data-driven era driving out the magic of marketing? More importantly, is it possible that being 100% data-driven isn’t actually supported by the data? It’s a bit of a mind-bender, which is why John Koetsier and I decided to tackle the data on data in our latest installment of Retention Masterclass.