How wondr by BNI unlocked Smarter Acquisition Growth with OneLink

Overview

• wondr by BNI is the flagship mobile banking super-app of BNI, Indonesia’s first state-owned national bank. New users reach it through three very different paths: BNI’s own people, existing customers inviting friends, and organic discovery.
• The previous setup, built on Firebase Dynamic Links, hand-built UTM parameters and manual matching, could not reliably tell these paths apart.
• With OneLink API and Data Locker, wondr gave each path its own link family and parameter schema, so the team can now see exactly where each new customer came from and evaluate each channel on its own terms.

Background

PT Bank Negara Indonesia (Persero) Tbk (BNI), Indonesia’s first state-owned national bank, launched wondr by BNI in July 2024, on its 78th anniversary, to reimagine mobile banking for a new generation of digitally native customers. wondr is designed around three financial dimensions: Transactions for managing money today, Insights for understanding past spending, and Growth for building wealth for the future.

Adoption was fast. wondr passed 2 million downloads by August 2024, about six weeks after launch, and BNI reported that the share of active users who transact rose by up to 200% compared with its previous mobile banking app. By the end of 2025, more than 12 million customers had used wondr.

Challenge

At a bank like BNI, “referral” covers very different things. New wondr users arrive through three distinct paths:

• Employee-driven acquisition. Frontline staff and brand ambassadors introduce wondr to customers at branches, events and campaigns.
• Member-get-Member referral. Existing users invite friends and family, typically by sharing referral links or screenshots of QR codes through everyday social and messaging platforms.
• Organic vs Other (Paid) acquisition. Users discover wondr organically through app store searches, brand awareness and above-the-line campaigns, while others are acquired through paid digital advertising.

Each path has different owners, different economics and a different story to tell. Employee driven acquisition reflects the strength of BNI’s network, customer referrals reflect product advocacy, and organic growth reflects brand pull. Seen together as one undifferentiated number, none of these questions could be answered with confidence.

The previous setup made this separation hard. Referral links ran on Firebase Dynamic Links, which Google has since retired, with UTM parameters built by hand. Referral identifiers were matched to user records manually after registration. Three gaps followed:

• Source blur. The same QR code could be shared online, shown at a branch or scanned at an event, so staff-driven, customer-driven and organic sign-ups were hard to tell apart.
• Identity continuity. Referral codes could change over time, which made it hard to tie long-term activity back to the same referrer consistently.
• Reward validation. Without cohort data on how quickly new users became active, validating referral rewards and staff incentives depended on manual reconciliation.

Solution

wondr by BNI chose AppsFlyer OneLink API (part of AppsFlyer’s Deep Linking Suite) and Data Locker to rebuild acquisition measurement from the ground up. The decision weighed AppsFlyer’s track record with financial services apps in Indonesia, its independent security and privacy certifications, which matter for a state-owned bank handling customer data, and responsive local support.

The guiding principle was to design the taxonomy before generating a single link. The initiative was led by BNI Performance Marketing Team, whose remit spans both product marketing and growth. The team defined the parameter schema and naming conventions, and aligned marketing, product, engineering and business stakeholders on one shared reporting logic. Going live in mid-2025, ahead of the retirement of Firebase Dynamic Links, the team rolled out OneLink API in two streams:

1. External member-get-member referral links. wondr generates a personal deep link and QR code for each customer through the OneLink API, ready to share as a link or a screenshot. Attribution is confirmed only after the invited user completes a verified onboarding step, so rewards go to genuine new customers.
2. Internal Employee links. Each employee receives a dedicated deep link and QR code tied to a stable identifier, so attribution holds up even when codes are reissued, and staff contributions can be measured on validated data.

Data Locker completes the loop. Raw attribution data is delivered into BNI’s own secure data environment, where the bank’s data team joins it with internal records under BNI’s data governance. The join happens on BNI’s side, giving a full-funnel view in the bank’s own BI tools while keeping customer data protected.

AppsFlyer’s customer success team supported the rollout end to end, from parameter design to reporting validation.

Results

The main result is clarity. wondr by BNI can now tell, for every new customer, whether they came through BNI’s people, through another customer or on their own.

• Three streams, one source of truth. Employee-driven, customer and organic acquisition are reported separately in the same framework, using one shared parameter dictionary across teams.
• Honest channel comparison. With a clean organic baseline, the team can compare how users from each stream progress from install to registration and beyond, and invest in each channel on evidence rather than assumption.
• Defensible incentives. Referral rewards and staff contributions are validated against attribution and cohort data instead of manual batches.
• Faster, more granular reporting. Source-level performance reports that once required manual matching are now produced faster and in more detail for marketing and leadership teams.
• A foundation for experimentation. New referral mechanics, flows and incentives can be measured from day one, because the attribution structure is already in place.

Looking ahead, wondr by BNI and AppsFlyer are working on the next phase: extending cohort measurement across multi-step journeys, from referral to registration to product adoption, and expanding visibility across the full customer lifecycle.

“A new user is a new user unless you design your measurement to tell them apart. AppsFlyer’s Deep Linking Suite lets us separate what our people bring in, what our customers bring in and what comes in on its own. Once we could see each stream clearly, we could have a far more honest conversation about what each one contributes.”

AVP Performance Marketing, wondr by BNI