A performance marketing engagement to take Fold Money from organic spikes to a steady floor of sign-ups, built on one sharp hook: real-time expense tracking from your bank SMS, not an end-of-month statement.
| Prepared for | Fold Money, backed by Zerodha Rain Matter |
| Engagement | Performance Marketing and Growth Management |
| Primary KPI | Sign-ups, across Android and iOS |
| Target | 2,000 downloads a day by end of July 2026 |
| Date | June 2026 |
| Document | TI-FM-2026-06 |
Fold Money has touched 10,000 to 20,000 downloads in a single day off creator partnerships and social experiments. The problem is not reach, it is rhythm. That traction arrives in bursts, then fades.
The mandate is to convert proven organic content into paid distribution that holds a daily floor, and to build static creative that keeps working long after a creator post has scrolled away. Sign-ups are the number that matters. Everything below is pointed at that.
Real-time expense tracking from bank SMS and statement fetch, not end-of-month statements. That one difference is the whole pitch.
Best performing organic content is propagated on Meta first and YouTube second, an 80 to 20 split. Creator content brings users into the funnel. Cheaper static creative retargets them and carries the long term load.
| Channel | Role | Budget Share |
|---|---|---|
| MetaFacebook and Instagram | Primary acquisition. Whitelisted creator content and static creative, with lookalike, interest, and retargeting audiences. | 80% |
| YouTubeGoogle Ads | Secondary. Video campaigns to finance intent audiences, adapted from existing creator footage. | 20% |
| Static Retargeting | Re-engages funnel drop-offs at low cost. Cheaper to sustain once cracked, and it runs for weeks unattended. | Within Meta |
Drag the monthly ad spend and pick a performance scenario. The panel shows projected sign-ups, daily downloads, and whether the 2,000 a day target is in reach. Ad spend is paid directly by Fold Money. Torc manages it.
| Component | Detail | Cost |
|---|---|---|
| Management Retainer | Full management of Meta and YouTube campaigns, static creative, and reporting, for ad spend up to ₹4,00,000 a month. | ₹50,000 / mo |
| Fee Above ₹4,00,000 | A percentage fee on the incremental ad spend above the threshold, agreed at engagement. | As agreed |
| Video Coordination | Fold Money provides the source video. Torc adapts it for ad formats. | Included |
| Creator Fees | Handled separately by Fold Money through the PR agency contact. | Client borne |
| Ad Spend | Paid directly by Fold Money to Meta and Google. Recommended starting budget. | ₹2,00,000 / mo |
* Plus applicable taxes. The retainer covers management of ad spend up to ₹4,00,000 a month. Above that, a percentage fee applies on the incremental spend, agreed at the start of the engagement.
Benchmark for context: Yenmo, loan against mutual funds, runs near ₹50 a sign-up. Fold Money's consumer profile and whitelisted creator content support a far lower number, in the ₹8 to ₹12 band.
| Phase | Activities |
|---|---|
| OnboardingDays 1 to 7 | Account access, pixel and tracking setup, audience research, creative briefing, and the initial campaign structure. |
| Launch and OptimisationDays 8 to 30 | Campaigns go live, daily monitoring, creative A/B testing, bid and audience optimisation, and the first weekly report. |
| Ongoing MonthlyRecurring | Creative refresh, budget reallocation against performance, and a monthly report with a strategy review. |
Campaigns go live within 7 business days of full account access. This is an ongoing monthly engagement with a 30 day mutual notice period.
| Billing | Retainer invoiced in advance each month, due on the 1st. First month pro-rated if it starts mid cycle. |
| Commitment | Ongoing, with a 30 day mutual notice period. Budget changes decided jointly at monthly reviews. |
| Ad Spend | Paid directly by Fold Money to Meta and Google. Torc manages the spend but does not fund it. |
| Creator Fees | Separate from this retainer and borne by Fold Money through the PR agency contact. |
| Attribution | Targets are projections. Torc is not responsible for app store conversion, retention, or in-app behaviour after sign-up. |
| Ownership | All creative assets and copy produced under this engagement are owned by Fold Money. |
Approve the retainer and grant ad account access. Campaigns are live within the week, and the first weekly report lands seven days after that.