NIFT CASE STUDY
How Afterpay Turned Responsible Repayment Into a Customer Value and Engagement Opportunity
0
%
Activation rate across in-app and post-payment entry points
0
%
Of users reported feeling the same or more positive about Afterpay after receiving a gift*
0
%
of shoppers say, “I’m more loyal to brands that make me feel like a person, not a transaction.”
Challenge
Positive repayment behavior is central to Afterpay’s mission. Looking to reinforce responsible spending habits while creating additional value for customers, Afterpay sought an engagement opportunity aligned with its core payment journey and customer experience.
Solution
Afterpay partnered with Nift to introduce an optional post-repayment thank-you experience designed to reinforce positive payment behavior and extend customer engagement beyond the transaction itself.
The experience was delivered through two primary touchpoints:
• An in-app SDK triggered following a customer’s second successful repayment
• A post-repayment follow-up email
Both channels activated only after a second repayment was complete, preserving the integrity of the core payment journey while creating an additional moment of customer value.
Customers were invited to select from curated gift experiences positioned as a thank-you for responsible repayment behavior. The experience emphasized customer choice, relevance, and opt-in engagement, aligning naturally with how customers already interact with Afterpay.
The integration scaled seamlessly across the Afterpay platform with minimal operational lift.
It was important that the experience felt native to how customers already use Afterpay. The optional nature of the program allowed us to extend engagement while staying true to the payment experience customers already trust.
— Caitlin Bruno, Global Ads Partnerships Lead, Afterpay
Conclusion
Afterpay successfully extended customer value beyond the repayment journey while preserving the integrity of its core payment experience. Strong engagement, positive customer sentiment, and seamless implementation supported the program’s expansion to Clearpay UK, demonstrating how trusted customer moments can drive value at scale.
*Source: Nift customer survey of Afterpay users who received a Nift gift.
Key Results
0
%
Activation rate across in-app and post-payment entry points
0
%
Of users reported feeling the same or more positive about Afterpay after receiving a gift*
0
%
of shoppers say, “I’m more loyal to brands that make me feel like a person, not a transaction.”
