From Confusion to Clarity: How Nequi Uses Social Insights to Educate Millions
Nequi is a Colombian financial platform with more than 20 million users, built with the purpose of improving people’s relationship with money. Beyond core financial services, Nequi addresses everyday needs — from paying bills and topping up transit cards to managing savings goals through features like “bolsillos” (digital pockets). Faced with the challenge of communicating more relevantly and authentically with its massive user base, Nequi adopted Onclusive Social to transform its owned media and content strategy — shifting from one-way communication to active, informed participation in the real conversations of its users.
The Challenge
Nequi faced a critical gap between its brand communication and the organic conversations its users were having across social media. The team lacked visibility into what truly concerned, interested, or confused their audience in the financial and everyday space. Specifically:
- Interaction with users was limited exclusively to Nequi’s own official profiles, with no presence in relevant external conversations happening across the broader digital landscape.
- There was no mechanism to identify conversation trends or detect gaps in financial information and education within the digital ecosystem.
- Brand campaigns did not always reflect the natural, authentic language that users actually used when talking about money and personal finances — creating a disconnect that limited resonance and engagement.
The Solution
Through Onclusive Social, Nequi implemented an active social listening strategy that allowed it to go beyond its own channels and integrate into the digital conversations where its users were already present. The approach worked across four key fronts:
1. Real-Time Participation in External Conversations The team identified digital spaces where users were talking about money, finances, and everyday topics, enabling Nequi to show up as a brand in a timely and relevant way — not just in its own channels, but wherever the conversation was happening.
2. Extracting Insights to Improve Products and Campaigns Social media conversations became a direct source of product feedback and campaign intelligence. The team used these insights to refine product features and to align campaign language with the vocabulary users naturally used.
3. Identifying Financial Information Gaps The content team detected doubts and financial education gaps in social conversations, responding with targeted content across the website, in-app communications, and other owned media channels.
4. AI-Powered Actionable Insights Leveraging the artificial intelligence built into Onclusive Social, the team accessed real-time insights to optimize communication strategies and capitalize on existing user conversations across their market and content efforts.
“Onclusive Social has helped us strengthen our owned media strategy across different areas. One of the main ways it has helped us is by enabling us to participate in user conversations in real time. Previously, we only communicated with users on our own profiles — now what we do is identify the places where conversations around people’s money exist, or even everyday conversations, to participate as a brand and connect more with the audience.” — Luisa Tejada, Owned Media, Nequi
Strategic Benefits
As a result of implementing Onclusive Social, Nequi achieved a series of qualitative and strategic benefits that fundamentally changed how it communicates and creates content:
- Active brand participation beyond owned channels — Nequi is no longer absent from relevant digital conversations happening outside its official profiles.
- Greater relevance and resonance in user communication — Campaigns and content now reflect the real language and concerns of users, making brand messaging feel more natural and credible.
- Actionable product insights from social data — Social conversations became a direct feedback loop informing product development and feature improvements.
- Financial education grounded in real user gaps — The content team responded to genuine doubts detected in social conversations with articles, in-app messaging, and web content.
- Authentic audience connection through native content formats — Insights from positive social conversations enabled the creation of memes, TikToks, and culturally relevant content that resonated deeply with users.
- AI-driven communication optimization — Onclusive Social’s AI capabilities allowed the team to detect trends and act on user conversations in real time to sharpen their overall market strategy.
“What I have liked most about Onclusive Social is that it allows me to see insights and data about what users are talking about on social media, and that can be leveraged as a positive conversation — so it allows us to create content like memes and TikToks, so that we can have a closer connection with all users.” — Valentina Gómez, Content Manager, Globant (Nequi’s agency)
Is your brand missing the conversations that matter most to your audience?
Onclusive Social helps financial brands and beyond move from broadcasting to truly listening — turning social conversations into a competitive advantage. Whether you want to participate in real-time discussions, extract product insights, or build content that actually connects, we can help you get there.
Schedule a consultation with an Onclusive expert to see how social listening can transform your owned media strategy.