Hotline.finance Case Study: How We Scaled Policy Purchases for a Leading Ukrainian Insurance Marketplace

Hotline.finance is a Ukrainian digital insurance marketplace that enables users to compare offers from multiple insurance providers and purchase policies entirely online. The company manages a wide range of insurance products from car and travel insurance to additional coverage options making policy selection fast, transparent, and fully digital.

Hotline.finance approached Mobihunter with a clear objective: to drive incremental policy purchases through paid user acquisition, focusing specifically on Android. The client needed a predictable and scalable performance model, which is why the partnership started with a CPA-based collaboration — payment per completed insurance purchase.

Goal

Launch Android user acquisition using the CPA model, validate the ability to deliver paid policy conversions, and meet the client’s performance expectations from the start.

Task

We began working with hotline.finance in October under a Cost Per Action (CPA) model — payment for each completed insurance policy purchase. Our first step was to validate traffic quality and ensure we could consistently meet the client’s predefined CPA target.

To start the test phase, we launched Android campaigns on Google, focusing on early data collection and fast optimisation toward the conversion event.

At launch, we focused on:

• building Android-only Google campaigns optimised specifically for insurance policy purchases;
• testing different user intent segments within Google to understand which audiences convert best for this vertical;
• highlighting core value propositions in ads and creatives: simple online purchase flow, trusted insurers, and fast checkout.

During the initial testing period, we fully met the client’s CPA expectations and generated 236 paid users (completed insurance purchases). This performance validated both the model and the traffic quality, allowing hotline.finance to confidently move forward to the next stage with a higher daily budget and expanded scale.

Goal

Scale the number of paid insurance policies on Android while staying within the updated CPI expectations.

Task

After the successful test period, hotline.finance increased the CPI payout by 25%, which opened additional opportunities to expand traffic and improve coverage of high-intent audiences.

At this stage, our focus shifted toward systematic scaling:

• expanding creatives with more variations around key insurance products, emphasising simplicity, speed, and transparency of the online purchase flow;
• broadening reach within Google to capture users with stronger intent to buy car, travel, and additional insurance types;
• leveraging insights from early performance to prioritise segments with the highest conversion consistency.

As a result, during this stage we:

• increased the number of paid users / completed policy purchases by ~110% month-over-month;
• maintained stable CPI performance within the updated corridor despite higher spend and broader traffic coverage;
• ensured a smooth transition from testing to predictable scaling, confirming that the channel could support larger volumes without compromising efficiency.

This stage established a strong performance baseline and demonstrated that the campaign structure, creative approach, and bidding strategy could be expanded further in the next phases of the partnership.

Goal

Evaluate an additional advertising channel Facebook and determine its potential for scaling policy purchases under the existing CPI model.

Task

At this stage, our primary objective was to expand beyond Google and test a second traffic source to assess its effectiveness for policy-driven user acquisition.

We started testing Facebook as an advertising channel for hotline.finance, running Android campaigns with the same CPI model and the same conversion goal as on Google. Compared to Google, Facebook demonstrated more limited traffic availability within the target KPI, making scaling more challenging.

However, even with restricted volume, the tests produced valuable insights into which creative angles and messaging resonated best with the audience.

In parallel, we continued maintaining stable performance on Google Android, ensuring that the results achieved at this stage could serve as a strong foundation for the next quarter.

Looking ahead, the next logical steps for expanding growth would be:

• testing iOS acquisition once additional capacity becomes available;
• exploring TikTok as a potential performance channel to diversify traffic sources and reach new user segments.

During this collaboration period, Mobihunter and hotline.finance built a structured, scalable approach to performance marketing on Android:

• transformed an initial CPI test into a stable, predictable acquisition channel;
• significantly increased the number of completed insurance policy purchases while maintaining KPI efficiency;
• validated Google as a strong primary source for Android user acquisition;
• introduced and tested Facebook as an additional advertising channel, gathering insights for future scaling.

The foundation established across these stages positions hotline.finance for sustainable growth in upcoming quarters, with Mobihunter acting as a long-term performance partner ready to support multi-channel expansion.