Pushing the Boundaries of Communication
Receiving the right message at the right time can be powerful. A perfectly timed push notification or in-app message can help users pay a bill, complete a purchase, or take advantage of a time-sensitive deal.
Delivering those messages efficiently and effectively was previously challenging for Paidy, a leading Buy Now, Pay Later (BNPL) provider.
Paidy used to manage push notifications (PN) and other engagement activity in one system and customer data in another. Juggling the two slowed execution and made customer engagement messy.
Ajit Kumar, owned media and CRM lead at Paidy, describes the frustration: “I used to manage the two platforms separately. I had to manually upload target lists, trigger PNs in one system, then jump into another to trigger emails. It was cumbersome and inefficient.”
Personalized Communication Shouldn’t Be So Hard
Since Paidy used disconnected systems, segmenting users was a time-consuming headache. BNPL customers might be first-time users, loyal power shoppers, or a combination of numerous other characteristics. These differentiators made reaching the right people with high-impact messages nearly impossible.
“It was difficult to create the right segments based on our business model, which limited our ability to build trust through personalized, tailored communication,” Ajit said.
A/B testing was another pain point. Experimenting with different messaging for transactional and promotional campaigns required manual set-up and tracking, neither of which was feasible for a busy team.
A Single Integration Delivers More Engagement With Less Effort
After considering their challenges, they decided to implement the OneSignal app for HubSpot. The team had previous experience with OneSignal, but the integration changed everything. Instead of juggling platforms or manually uploading lists, the team could seamlessly manage every touchpoint in HubSpot.
The integration unlocked powerful new opportunities for automation and personalization. Adopting the OneSignal app for HubSpot enables Paidy to automate push notifications, in-app messages, and other interactions based on customized triggers. Whether it’s abandoned cart reminders, payment notifications, or exclusive deals, all management runs smoothly in the background, with manual effort relegated to the past. Finally, Paidy could create targeted campaigns that reached customers at the right moments.
“Now, life is easy. I create segmentation in HubSpot and trigger push notifications, emails, and other engagement all from one place. This has drastically helped us maximize our efficiency,” Ajit said.
50% More Reach and Higher Open Rates
Paidy’s newfound ability to trigger and control outreach from a centralized hub has transformed who they reach — and how well those interactions are received.
“After this integration, we saw a 50% increase in our target reach,” Ajit explained. “In other words, we’re now able to connect with 50% more of our intended audience than before.”
Paidy has also gained the ability to easily test and refine messages with a small audience segment before scaling. That capability means the team can optimize every touchpoint for maximum impact.
The result? More effective campaigns and a surge in open and click-through rates (CTR) for in-app notifications.
Another reason for these improvements is because HubSpot’s CRM platform data automatically syncs with OneSignal, making segmentation painless. Instead of relying on static user lists, Paidy can effortlessly group customers based on real-time behavior and make every interaction more relevant to user actions.
“We use HubSpot as our data center for all kinds of segmentation. We can bundle or create personalized segmentation based on the raw data, so HubSpot definitely helps us to make life easy,” Ajit said.
In addition to segmentation, the integration supports a complete omnichannel approach to customer engagement. Paidy can coordinate emails for personalized offers, push notifications for various reminders, and in-app messages for real-time engagement, delivering expertly timed campaigns across multiple channels. It’s so critical to marketing efforts that OneSignal is part of HubSpot’s “Essential Apps for Marketers 2025” collection.
Saving 20 Hours and Growing LTV
Beyond better engagement, the integration saves Paidy 15–20 hours a month on manual tasks. This efficiency boost, combined with more impactful engagement, has improved the average customer lifetime value (LTV).
“Everything is connected. Better engagement leads to higher CTR, which ultimately helps us maximize LTV,” he said.
The OneSignal app for HubSpot has empowered Paidy to deliver the right message to the right user, at the right time — resulting in better engagement, fewer missed payments, and stronger brand loyalty.
“This integration has positively impacted our marketing and communication strategies, ultimately contributing to the overall success of Paidy,” Ajit said.
