Solution
We ideated with users and filtered out unrealistic suggestions (like transfer limits or ads).
The winning idea: Virtual Pockets — separate, customizable money compartments inside Instapay for budgeting and savings.
Inspired by real-life practices like envelopes or jars, Pockets would:
Let users allocate funds into categories with spending limits.
Encourage savings and investment behaviors.
Integrate with partners like MoneyFellows, Thndr, Azimut.
Results
Market analysis shows:
Instapay has 12.5M users out of 52M bank account holders (18% of SAM, 24% of SOM).
Despite being state-backed and competitor-free, adoption lags behind potential.
Impact potential:
Increased adoption across demographics.
New SME-focused use cases with the upcoming Instapay Business.
Alignment with Central Bank objectives (cash flow tracking, anti–money laundering).
Based on customer interviews & social listening feed back, InstaPay users face challenges in tracking and managing their personal finances as transactions blend together, making it difficult to allocate budgets, monitor spending, and review income sources.This lack of visibility leads to unintentional overspending and complexity in maintaining financial control which leads to user intensional App less usage to reduce un controllable spending due to app easiness.
SOLUTION SPACE
POCKETS FEATURE Pockets & Sub-Pockets, a system that lets users create virtual wallets to categorize income and expses without affecting their bank accounts. Users can allocate budgets, track spending automatically, and get alerts before overspending & enhances financial control, simplifies money management, and provides valuable spending insights for better
User Acquisition Rate – Growth in new InstaPay users after the feature launch.
Active Users – Percentage of total InstaPay users engaging with Pockets and Sub-Pockets.
Retention Rate – Increase in user stickiness and frequency of app usage.
Transaction Volume & Value – Change in total transactions processed through InstaPay.
Financial Inclusion Rate – Increase in the percentage of Egypt’s banked population using InstaPay.
AML Compliance Signals – Detection of previously untracked income sources and suspicious patterns.
Engagement Rate – Ensure 60% of users who create a pocket actively allocate transactions or adjust budgets at least twice a month.
Adoption Rate – Achieve 30% of active InstaPay users creating at least one pocket within the first 6 months of launch.
Retention Impact – Reduce churn rate among feature users by 15% compared to non-users within 9 months.
Transaction Efficiency – Decrease internal fund transfers between bank accounts by 20% within the first year, reducing user frustration from transaction fees.
User Satisfaction (NPS & Feedback) – Achieve a Net Promoter Score (NPS) of 50+ and receive at least 70% positive feedback on budgeting improvements.
Financial Behavior Shift – Increase structured budgeting by 40% among active users, as measured by consistent pocket usage over 6 months.
AML & Liquidity Insights – Generate actionable spending insights on at least 30% of digital transactions, improving CBE’s oversight on financial behaviors within the first year.
Boosts Financial Inclusion: Reduces cash reliance by enabling seamless digital money management
Drives InstaPay Adoption: Encourages more of Egypt’s 52M banked users to join, bridging the gap in f inancial inclusion (currently 74.8%)
Reduces User Frustration: Lowers transaction fees by eliminating unnecessary transfers
Enhances AML & Compliance: Tracks unregulated income and strengthens anti-money laundering efforts
Improves Liquidity Governance: Provides insights for better financial planning and product innovation
Drives a Cashless Economy: Encourages digital transactions, increasing transparency and security
P&P is the first dedicated product management agency in Egypt and pioneering in MENA region providing Product Management as a service to bridge the gap between ambitious ideas and their execution, ensuring that every venture from startups to scale-ups and corporates achieves its fullest potential through our guidance in effectively executing product management complexities, leveraging our expertise to turn pioneering ideas into successful and loveable products.