Customer Stories

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Quick Summary

ESTO builds financial products around the customer, where every touchpoint, including messaging, is part of the user experience. Focused on clear, simple, and well-timed user journeys, ESTO uses Messente for application reminders and marketing messages. With a 99% delivery rate, Messente helps keep communication reliable across important customer touchpoints.

Challenge

Need for strong deliverability, predictable pricing, and responsive support.

Solution

A partner that understands ESTO's business goals and builds together with them.

Results

99% delivery rate
+20,000 conversions
15% abandonded applications recovery

About ESTO

Fintech

Buy Now Pay Later

Lending

ESTO is the largest non-banking financial company in Estonia, operating across all Baltic countries. Its product portfolio includes credit line, consumer loans, hire purchase, ESTO 3, Pay Later, and income insurance. ESTO serves around 822,000 customers and supports BNPL through around 10,900 merchants. The company’s focus is on building financial services around customer needs, with simple journeys, strong support, and communication that helps users move forward with confidence.

SMS

SMS Marketing

SMS reminders

822,000

Customers

10,900+

Merchants

375,000

SMS/month

User journey: ESTO is building financial products around the customer

At ESTO, communication is not just a support function, it is part of the product experience. If a reminder or status update does not arrive, the customer is left in the dark, often with no clear next step except contacting support. For a company focused on smooth, low-friction journeys, that is a critical problem to solve.

Customer action

Customer starts an application or engages with an ESTO product

Key reminders

ESTO sends timely reminders and updates at key moments

Channel choice

Customer receives communication through the most suitable channel

SMS fallback

SMS plays an important role for users who may not actively check email

Clear progress

Clear communication helps the customer continue without confusion or delay

The challenge: Why messaging matters so much in financial services

With ESTO’s impressive growth, the product and communication teams needed a messaging setup that could scale with them. They needed strong deliverability, predictable pricing, and responsive support, which they didn’t receive from the previous messaging provider.

Just as importantly, ESTO needed a partner that understood messaging as part of the customer experience, not just as a technical service.

ESTO doesn't treat messaging as infrastructure. It's part of the product experience. A well-timed SMS at the right moment in the application flow reduces friction, reduces support load, and reflects the brand promise: clear, simple, and always there when the customer needs it.

Abhishek Giri

Product Manager @ ESTO

The solution: A partner that helps ESTO deliver on its standards

ESTO uses Messente for automated application reminders and dashboard-sent marketing messages. These messages help the company reach customers at important moments, from nudging them to complete an application to sending relevant promotions to opted-in users.

This matters because ESTO understands that customer preferences are not uniform. While some users are comfortable with email, others rely much more heavily on SMS. For some segments, especially older users or those in rural areas, SMS is often the more reliable and accessible channel.

That insight has helped shape ESTO’s communication strategy: understand how customers actually prefer to engage, then build around those habits instead of defaulting to one channel for everyone.

Alongside strong delivery performance, Messente also gives ESTO a more transparent pricing structure and direct access to support through a Slack channel, an Account Manager, and quick technical assistance when needed.

With previous SMS provider

Poor delivery

Low delivery rates

No structure

Unpredictable bills and confusing pricing

Disconnected

No real connection to people

With

Superb results

99% delivery rate

Clear pricing

Transparent and predictable pricing structure

Expert partners

Direct Slack channel and quick access to Account Manager and support

The Results: Measuring what matters most

99%

Delivery rate

With Messente, ESTO has achieved a 99% delivery rate for SMS communication.

+20,000

Conversions per month on all SMS campaign types

1 in 8

Abandoned applications recovered through SMS

With Messente, ESTO has achieved a 99% delivery rate for SMS communication. ESTO drives around +20,000 conversions per month across all SMS campaign types; and recovers 1 in 8 abandoned applications through SMS.

The team closely monitors deliverability, cost, and message frequency to make sure communication is effective without becoming excessive. ESTO also tracks how often customers are contacted across different markets, products, and user groups, helping the team strike the right balance between staying relevant and avoiding overcommunication.

The result is a messaging approach that is both more reliable and more customer-centric.

ESTO’s story is ultimately about more than messaging. It is about how a financial company chooses to compete.

In a crowded market, ESTO continues to focus on offering customers more than access to financial products. It aims to deliver an experience that feels clear, smooth, and centered on real customer needs. Reliable communication is a key part of that promise, helping ESTO build trust at every stage of the journey.

ESTO recovers 15% of abandoned applications with timely SMS reminders

Quick Summary

Challenge

Solution

Results

About ESTO

User journey: ESTO is building financial products around the customer

The challenge: Why messaging matters so much in financial services

The solution: A partner that helps ESTO deliver on its standards

The Results: Measuring what matters most

Have a responsive partner for your most critical messaging needs

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