“We’re not just trying to bring in volume”: Marina Anton on meaningful growth at interactive investor

Ahead of her Appsforum debut, we caught up with Marina Anton, App Acquisition Lead at interactive investor. From gaming’s quickfire test loops to fintech’s trust-first mindset, she’s trading vanity metrics for growth that actually matters.

Here's how she does it.

You’ve recently stepped into the role of App Acquisition Lead at interactive investor - what have been the biggest challenges and opportunities so far? 

One of the biggest challenges has been navigating a highly competitive market where customer expectations are rapidly evolving, especially in fintech, where trust and usability are non-negotiable. But that also brings opportunity. At interactive investor, there's a clear appetite to scale and innovate. The brand has a strong foundation and loyal customer base, so there's a huge opportunity to leverage that trust while modernising acquisition strategies across paid UA and ASO. It’s been exciting to lay the groundwork for sustainable growth in a space that’s historically been performance-driven but is now opening up to more holistic, lifecycle-focused thinking. 

Having managed ASO across multiple companies, how have you seen the landscape change in the past few years? 

ASO has evolved from being just a metadata and creative optimization exercise into a more dynamic, cross-functional discipline. Algorithm changes, privacy shifts (like ATT), and the rise of in-app events and custom product pages have made ASO a lot more strategic. It’s a continuous cycle of testing, iteration, and alignment with broader UA and product goals. There’s also a bigger focus now on localised, audience-specific creative and messaging, which I’ve found especially impactful when paired with performance insights. 

At interactive investor, how do you balance user acquisition with long-term engagement and retention? 

For us, it starts with aligning acquisition with the right intent. We’re not just trying to bring in volume, we’re focused on attracting users who will find real value in the app’s long-term features. That means synergy between UA and ASO and collaboration with CRM and product to ensure the user journey from first touch to active customer is cohesive. We’re constantly looking at engagement signals early in the funnel and feeding those insights back into our targeting, messaging, and onboarding strategies.

"At interactive investor, we measure effectiveness primarily through new clients, that’s our core KPI. We focus on acquiring users who not only download the app but go on to become fully onboarded, activated clients."

Looking back on your time at DREST and Outplay Entertainment, what lessons have stayed with you that you still apply today? 

At Outplay, I was focused on ASO, which gave me a solid foundation in how organic visibility and store presence impact overall app growth, especially in the gaming space, where competition is fierce and creative iteration is constant. At DREST, I moved into a broader growth role and worked on the go-to-market strategy for soft launching their new game. That experience taught me how to build a growth strategy from the ground up, from positioning and channel mix to testing loops and early user feedback.

Both roles reinforced the importance of cross-functional collaboration which I carry with me every day in fintech, where the pace and stakes are just as high. 

How do you measure the effectiveness of your app acquisition strategies beyond just downloads?

At interactive investor, we measure effectiveness primarily through new clients, that’s our core KPI. We focus on acquiring users who not only download the app but go on to become fully onboarded, activated clients. Alongside that, we track activation rate and CPA to ensure our spend is efficient and targeted toward high-quality users. Downloads are just the top of the funnel, what really matters is whether those users are converting and finding long-term value in the platform. That’s how we define meaningful growth. 

With increasing competition in the financial services app space, what do you see as the key differentiators for success? 

Clarity, trust, and user experience. Financial services can be intimidating, so apps that simplify complex topics and empower users with transparency and control will stand out. From an acquisition perspective, differentiation comes from positioning your product in a way that clearly articulates the benefit to the end user. And from a retention perspective, it's about delivering consistent value over time. Features are important, but trust and usability are what keep users coming back. 

For those aspiring to grow into roles like yours, what skills or experiences would you say are most critical to succeed in app acquisition and ASO today?

I would say you need a mix of analytical rigor and creative intuition. Being comfortable with data is essential, not just reading reports, but translating insights into action. At the same time, you need to understand what makes people tick, what drives decision-making, and how to craft compelling narratives. Staying curious, testing constantly, and learning from both successes and failures are key. Experience across cross-functional teams, especially product, data, and creative also goes a long way.

You’ll be speaking on two AppsForum panels — the FinTech marketing roundtable and the UA Panel. What are you most looking forward to contributing and discussing in these sessions? 

I’m excited to share my view of how fintech marketing is evolving, especially around user trust, app store presence, and balancing performance with brand. In the UA panel, I’m looking forward to digging into the tactical side: creative testing, measurement, and how teams are adapting to platform changes. But more than anything, I’m looking forward to honest conversations about what’s working, what’s not, and how we can all grow together in such a fast-moving space.

Don't miss out on hearing from Marina at Appsforum - Early Bird tickets available here →