Case Study — Bento Africa
194% Peak Monthly User Growth From a Full-Funnel AARRR Rebuild
Bento is a cloud payroll and HR management platform across Nigeria, Ghana, Kenya, and Rwanda. Conversion and retention bottlenecks were limiting pipeline velocity and customer lifetime value.
Ebun Okubanjo · CEO, Bento
Company Summary
Bento (Fintech/HR Tech SaaS, Payroll & HRM Platform)
Bento is a payroll and human resources management platform for businesses in Africa to automate payroll, manage HR operations, and improve workforce efficiency across Nigeria, Ghana, Kenya, and Rwanda.
In 2022, Bento focused on scaling adoption and retention in multiple African markets while improving funnel performance and preparing for rapid regional growth.
Engagement Summary
Challenge:
Bento needed to optimize its acquisition and retention funnel (AARRR model) to scale adoption across African markets. Despite growth, conversion and retention bottlenecks limited pipeline velocity and customer lifetime value.
Solution:
As Growth & Product Marketing Manager, I implemented data-driven strategies across acquisition, activation, retention, revenue, and referral. This included designing and launching a lead scoring system, building lifecycle nurturing programs, optimizing product engagement through microcopy, and running growth experiments across multiple markets.
Results:
Achieved a 50% increase in SQLs, 25% increase in sales conversions, improved retention metrics (DAU/MAU, DAU/WAU, WAU/MAU), and delivered peak user growth of 194.56% MoM with a compound growth rate of 330.94%.
"James helped us unlock scalable growth by combining product marketing discipline with data-driven experimentation. His work on lead nurturing and retention made a tangible impact on our funnel performance."
Ebun Okubanjo
CEO, Bento
Summary Impact
Across acquisition, activation, retention, and multi-market expansion, Bento achieved clear and measurable improvements in funnel performance. The engagement delivered:
- 50% increase in SQL volume
- 25% improvement in sales conversions
- Stronger retention across DAU, WAU, and MAU ratios
- Peak monthly user growth of 194.56% with a compound growth rate of 330.94%
- Scalable growth playbooks for expansion across Nigeria, Ghana, Kenya, and Rwanda
This foundation positioned Bento to scale adoption, improve lifetime value, and accelerate growth across multiple African markets.
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