Antoine Le Nel

the growth energy is feeding itself and then it just goes while others and it's linked as well to the amount of competition that you have in the market where actually because you have a diminishing return curve where it suddenly gets more expensive to get the next one and the next one and the next one i think it really depends on the on the competitiveness of the market i think the other thing that's so smart though is like there's less of a focus or reliance on cac if you can expand the other end of the funnel which is your ltv

I don't believe in CAC, you know, like, and that was the first thing that I, yeah, yeah.

I don't believe in CAC, you know, like, and that was the first thing that I, yeah, yeah.

I don't believe in CAC, you know, like, and that was the first thing that I, yeah, yeah.

I mean, that's the first thing that I brought from King because at King, we never talk about CAC.

I mean, that's the first thing that I brought from King because at King, we never talk about CAC.

I mean, that's the first thing that I brought from King because at King, we never talk about CAC.

Why? This is almost growth teams and marketing teams talk about.

Why? This is almost growth teams and marketing teams talk about.

Why? This is almost growth teams and marketing teams talk about.

I have. There's no CAC discussion. Why? We only talk about ROI because if you only if you talk about CAC, you'll always acquire the worst cohorts because you just always go downhill. So what I've done by arriving at Revolut is that I increased CAC significantly, but I improved ROI significantly too.

I have. There's no CAC discussion. Why? We only talk about ROI because if you only if you talk about CAC, you'll always acquire the worst cohorts because you just always go downhill. So what I've done by arriving at Revolut is that I increased CAC significantly, but I improved ROI significantly too.

I have. There's no CAC discussion. Why? We only talk about ROI because if you only if you talk about CAC, you'll always acquire the worst cohorts because you just always go downhill. So what I've done by arriving at Revolut is that I increased CAC significantly, but I improved ROI significantly too.

So because what you realize is that you're not here to get the cheapest users, you're here to get the best users. Sometimes you got to pay more, you need to get as granular as possible.

So because what you realize is that you're not here to get the cheapest users, you're here to get the best users. Sometimes you got to pay more, you need to get as granular as possible.

So because what you realize is that you're not here to get the cheapest users, you're here to get the best users. Sometimes you got to pay more, you need to get as granular as possible.

And you may have some channels, you know, I don't know, like, for example, TikTok and so on, where maybe the cohorts you get from there are not as good as what you can get, for example, from Instagram or other places, but you So the CAC is irrelevant. CAC is irrelevant, you know, because if I was to give CAC targets, then we would only do maybe TikTok, for example.

And you may have some channels, you know, I don't know, like, for example, TikTok and so on, where maybe the cohorts you get from there are not as good as what you can get, for example, from Instagram or other places, but you So the CAC is irrelevant. CAC is irrelevant, you know, because if I was to give CAC targets, then we would only do maybe TikTok, for example.

And you may have some channels, you know, I don't know, like, for example, TikTok and so on, where maybe the cohorts you get from there are not as good as what you can get, for example, from Instagram or other places, but you So the CAC is irrelevant. CAC is irrelevant, you know, because if I was to give CAC targets, then we would only do maybe TikTok, for example.

And that doesn't make any sense, right? Because I won't get my ROI. So we never look at CAC. Is that hard for a team to adjust to? No, I mean, I don't think so.