The recognition was awarded for its deployment with Global Money Exchange Co. LLC (GMEC), Oman, a leading global money transfer operator.

The recognition highlights how Comviva’s mobiquity Pay is helping shape a modern cross-border payment ecosystem that stretches far beyond conventional remittance services.

Deployed as a white label Wallet Platform and launched as Global Pay Oman App, it fulfils GMEC’s dual vision, positioning itself as an innovative payment service provider while digitally extending its core money transfer business.

The solution allows GMEC to offer international money transfers alongside seamless forex ordering and other services.

These capabilities sit alongside a broad suite of everyday financial services, including bill and utility payments, merchant transactions, education-related payments, and other digital conveniences – all delivered through one unified experience.

mobiquity Pay is helping GMEC diversify its service portfolio, improve operational efficiency and strengthen customer retention in the highly competitive cross-border payments market.

By integrating multiple payment use cases within a unified digital wallet, mobiquity Pay has enabled a more efficient, customer-centric and scalable cross-border payments model.

Speaking on the occasion, Subromoniyan K.S., managing director at Global Money Exchange Co. said,

“This award is a testament to Oman’s accelerating digital transformation and our commitment to reshaping how cross-border payments serve people and businesses across the Sultanate. By partnering with Comviva and bringing the Global Pay Oman Super App, we have moved beyond traditional remittance services to create a truly inclusive and future-ready financial ecosystem. This innovation is not only enhancing convenience and transparency for our customers but is also supporting Oman’s broader vision of building a digitally empowered economy.”

Commenting on the recognition, Rajesh Chandiramani, chief executive officer at Comviva said,

“Cross-border payments are becoming a daily necessity, not a niche service, particularly for migrant and trade-linked economies. This recognition from IBS Intelligence validates our focus on building payment platforms that combine global reach with local relevance, operational resilience and a strong user experience. The deployment with Global Money Exchange Co. demonstrates how mobiquity Pay enables financial institutions to move beyond remittances and deliver integrated digital services at scale.”

Recognizing Comviva’s pivotal role in advancing global remittance innovation, Nikhil Gokhale, director – Research & Digital Properties, IBS Intelligence, said,

“The deployment of mobiquity Pay for GMEC showcases how scalable, API-driven digital wallet platforms can transform cross-border payments into seamless, value-rich experiences. By integrating remittances, bill payments, forex services, and AI-powered engagement into a unified Super App, Comviva has reimagined customer journeys and operational agility. This Best-in-Class cross-border payments win stands as a testament to Comviva’s excellence in enabling financial institutions to compete and grow in a digitally convergent world.”

The IBS Intelligence Global FinTech Innovation Awards recognise technology-led initiatives that demonstrate strong program vision, execution excellence, customer impact and long-term value creation. Winners are selected following a rigorous global evaluation process across banks, financial institutions and technology providers.

But with 50% of the global population expected to be using super apps by 2050, the competition to win and engage users is intensifying.

Plotline, a startup enabling consumer app companies to rapidly and effortlessly customize their apps, has raised $2.6 million from Elevation Capital to improve user adoption and loyalty in the super app era. 

Plotline was founded in 2022 by Shubham Jindal and Adarsh Tadimari, who previously led the business and AI teams at HyperVerge, a leading identity-verification SaaS company.

The pair initially set out to help product teams get real-time app feedback, but quickly found that many apps were being underutilized because the majority of users weren’t aware of all of the available functionalities in the first place. 

Shubham Jindal, co-founder of Plotline commented: “Mobile apps are adding a lot more functionality into their apps today compared to half a decade ago. This poses a unique challenge in how users navigate and discover these offerings. Through our work with customers over the past year, we see that influencing user behavior by making apps dynamic can be extremely beneficial for the company and end user.

“As apps transition from single-function tools to vertical super apps that offer multiple complementary services – they realized there was untapped potential in helping marketers and users unlock their apps’ full value.” 

Today, Plotline helps consumer brands make their apps dynamic based on individual user behavior, analyzing billions of data points to create a personalized experience that drives significant improvements in app usage. This helps product marketers cut through the noise in a way existing customer engagement platforms are currently unable to.

While those platforms excel at bringing users back to apps through channels like push notifications, SMS, and emails, they fall short in being able to influence the user within the app itself.

Furthermore, by integrating LLMs for content creation and continuous experimentation, Plotline ensures that each user’s experience is optimally engaging and consistently evolving. 

Based in San Francisco and Bengaluru, Plotline’s powerful no-code platform facilitates in-app user experimentation with inline widgets, improves activation, feature adoption, and retention with nudges, and drives deeper engagement with gamification components. This empowers consumer brands across the globe to skyrocket their user adoption and engagement rates.

Since launching just one year ago, Plotline has garnered significant traction among 50 consumer app teams, including industry leaders like Dream11, Khatabook, BharatPe, CoinDCX, Niyo, Step, and Kredivo.

Plotline has served over 150 million end users through its platform and has helped every customer improve implementation and experimentation speeds by up to 10x.  

“We onboarded Plotline to create app widgets effortlessly and scale in-app as a growth channel. This has helped us drive adoption and reduced the burden on internal teams”, says Minal, VP of Growth at CoinDCX.

Meanwhile Carter Hansen, Head of Marketing at Step, added: “We brought in Plotline to increase onboarding and product adoption within our app. Only a few weeks in, we were able to create in-app experiences and significantly reduce the burden on internal teams. We can move faster and have seen strong conversions on our early campaigns.”

Strategically deploying its $2.6m seed round to bolster key functions across R&D, marketing, and sales, Plotline is now looking ahead to drive expansion in the US, Middle East, Africa, and Asia-Pacific regions. 

“With the rise of vertical superapps, Plotline helps consumer apps cut through the noise and deliver the best in-app experiences through their no-code platform that allows growth marketers to craft and launch tailored UX campaigns. We’re eager to support Shubham Jindal and Adarsh Tadimari on this journey as they redefine the dynamics of user engagement and drive unparalleled growth in this industry.” Poorvi Vijay, Vice President, Elevation Capital.

“The growth isn’t just in numbers. With apps turning multi-functional, there’s a lot more ground to cover, and the role of app adoption platforms is becoming even more crucial. We’re enabling both companies and their users to navigate the dynamic digital landscape, and the journey is far from over,” said Shubham Jindal. 

Organisations that can offer a secure, low-friction app experience are more likely to migrate existing customers to digital channels, attract new customers and lower operational costs, giving them a much needed competitive advantage in an increasingly competitive market. 

Africa is one of the fastest growing app markets in the world, with Nigeria, Kenya and South Africa showing particularly high growth since the Covid pandemic. With rapid urbanisation, a big improvement in connectivity as well as the fact that smartphone connections in Africa are expected to double by 2025, reaching 678 million, it is reasonable to expect that the app economy will see strong growth over the next few years.  

Nigeria has shown itself to be a particularly high-growth region and while the volumes of transactions made over apps in Nigeria are still fairly low, the latest figures from the Nigerian government show that app transactions in the last quarter of 2020 account for 80 percent of the value of all mobile transactions in the country. 

A good app strategy requires a hard look at security 

“Given the growth of apps in Africa, and the growing competitiveness in the financial services industry, it would be detrimental for regional financial institutions to ignore a solid app strategy. We have seen a considerable increase in questions around how to boost security and user experience from many African CIOs over the last 18 months,” explains Tochukwu Iwuora, pre-sales solutions lead at Entersekt. “Poor user experience and concerns over security can result in customers abandoning apps for those of competitor financial institutions, especially amongst the younger generation.” 

Iwuora says that while most banking apps currently offer basic functionality such as balance checks, intra and inter-bank transfers, the demand for more functionality such as mobile payments, service subscriptions, and in-app marketplaces, which require interfacing with third parties, are rapidly increasing – and so too, the need for better security. 

“When you are making a mobile data subscription or paying a utility bill on an app, you won’t want to jump through hoops when it comes to authentication. Using strong multifactor authentication at the outset means customers are going to have a far better experience. And we are seeing a definite pushback on poor user experience especially from younger users who are used to a seamless experience on their social media platforms,” he says. 

Iwuora points out that the friction caused by poor authentication can become even more pronounced when users have to navigate the more function-rich and complex super apps. And, given that these are increasingly where financial institutions and MNOs are focusing their growth efforts, ensuring a slick user experience from the outset becomes critical. 

User experience influences super app growth trajectory  

Mobile money was born in Africa and continues to dominate the global uptake. Taking the next step in its evolution, apps like M-Pesa in Kenya, which serves more than 47 million users across its markets, are now leveraging their network dominance.

The updated app will now allow users to book bus and train tickets, buy insurance as well as buy tickets for local events, with more options expected in future iterations.

In South Africa, Nedbank Avo goes beyond banking functionality to provide a merchant platform for small traders and has already attracted over a million users and 20 000 merchants. The VodaPay super app, meanwhile, has reportedly attracted 2.2 million downloads and 1.6 million registered users in just eight months since its launch.

The app offers a range of financial services including loans and savings as well as person-to-person payments and a newly launched marketplace for unsecured personal loans. 

“Super apps pose a real opportunity for financial institutions and MNOs to monetize their networks, boosting revenue and building sustainability into their business models.

This is especially true in an age where traditional businesses are facing growing competition from fintechs and neo financial institutions which have a reputation for providing a better mobile experience than their traditional counterparts. However, super apps also face a greater security risk as mobile malware attacks continue to grow,” Iwuora explains. 

More moving parts mean more points of weakness

The threat to any app grows as financial institutions add new features and integrate to more third parties, increasing the surface area that is at risk of attack.

However, while financial institutions must ensure security across all systems, networks and interfaces, customer-facing security measures like authentication can have a significant impact on the overall user experience. 

“The balancing act between keeping users secure and ensuring that they have a low-friction experience is key for attracting and retaining customers. Using an inherence factor such as facial recognition or fingerprint authentication at login is a must. Then, when users engage with third-party providers for sensitive transactional services, step-up authentication by means of another authentication factor, adds additional security,” he says.  

Iwuora says that tech savvy financial institutions are already pioneering the use of behavioural analytics to  create a more frictionless experience for their customers by silently analysing their transactional and biometric behaviour in the background, and then using step-up authentication only when analytics show high risk of fraud.

“Africa has shown that it is ready to embrace all the convenience and opportunity of the app economy. Migrating consumers onto these digital channels create valuable new revenue streams and lower operating costs. But brands must be aware that poor user experiences created by intrusive authentication could make their app journey much more difficult,” Iwuora concludes.