Fintech analytics on event data you own

Ad campaigns end up optimizing on signups, and the onboarding funnel stops at the KYC screen, because the facts that matter live in your backend. The KYC decision, the settled deposit and the first funded account all happen there, out of reach of any browser pixel.

Jitsu is an open-source event pipeline under the MIT license. Your website and apps send the steps users take, your backend sends KYC decisions and deposits, JavaScript functions you write on each connection decide what every destination may receive, and the events land in your warehouse, your product analytics and your ad accounts.

TL;DR

• Meta and Google optimize on Account Funded, sent from your backend with no pixel on the funding page.
• The warehouse connection keeps every event type, and one query returns signup to KYC to first deposit by KYC vendor.
• A guardrail function runs first on each connection and stops 28 named card, bank and identity fields, plus any event carrying a card number in a non-ID field, before a destination sees them.
• Websites use Jitsu's JavaScript library, which takes the same identify, track and page calls as Segment's analytics.js, and apps send through Segment's open-source mobile libraries pointed at Jitsu.
• It runs on Jitsu Cloud, as Private Cloud or On Prem on the Enterprise plan, or self-hosted from the open-source version.
• Free covers 200,000 active events a month. Business is $99 a month for 2M.

What fintech teams run through Jitsu

Ad spend optimized on funded accounts, not signups

The backend sends Account Funded through Jitsu to the Meta Conversions API and Google Ads. Meta and Google see the conversions with the fields an allowlist picks, and nothing the team adds to the event later. Funded-account conversions to Meta and Google.

Signup to KYC to first deposit, in your warehouse

Browser and app steps land in one events table next to the backend's KYC decisions and deposits. A contract function holds them to the tracking plan, and the funnel query shows where each KYC vendor loses people. The onboarding and KYC funnel.

A deployment of your own

For teams whose policy rules out a shared SaaS pipeline, Jitsu runs as a deployment no other customer shares, in a dedicated GCP or AWS account or on your own servers. Data residency for fintech.

A finance customer: Investing.com

Investing.com publishes financial markets data, news and tools. It sends website, Android and iPhone events through Jitsu to Google BigQuery, Google Ads and Mixpanel at 5 billion events a month. Before Jitsu, every new parameter meant changing client code on Android, iOS and web at once. It moved that enrichment into Jitsu functions that call external APIs and cache the responses in Jitsu's key-value store.

What Monzo and Avanza show

• Monzo streams backend events through Kafka into BigQuery. A processor expands each event (an account_id becomes an account object), removes personally identifiable information, and writes both a sanitized and a raw copy (Monzo's data stack, 2021). The data residency page does the same split with a single Jitsu function.
• Avanza Bank, a Swedish broker, shows the risk of a Meta pixel on logged-in account pages (EDPB). The funded-account conversions page moves that conversion to the backend.

Fintech events to send through Jitsu

The full plan has 35 events with source, properties, types and PII handling: download the fintech tracking plan (CSV).

How the pipeline is laid out

Each destination sits on its own connection with its own chain of functions: first the guardrail (its code), then whatever that destination needs. A brokerage app, for example, can send every event to the warehouse, product events to Amplitude or Mixpanel, lifecycle events to Braze, and page views and two conversions to Meta and Google.

Where it runs and what it costs

Self-hosting the open-source version is free.

Billing is on active events: an event sent successfully to at least one destination counts once, however many destinations it reaches. Captured events are unlimited, and an event a function drops is not billed unless the function called fetch before dropping it.

Enterprise pricing is custom, and includes identity stitching, Profile Builder, Private Cloud and On Prem. Jitsu vs Segment works the same volumes against Segment's published prices.

Questions people ask

Does Jitsu integrate with my KYC vendor? Through your backend. The vendor's webhook reaches your server, and your handler sends KYC Approved or KYC Rejected to Jitsu with the vendor's decision ID as messageId, so any vendor works. Your handler's call is on the onboarding and KYC funnel page.

Can Jitsu tie an anonymous ad click to the funded account? Yes, in the warehouse, with identity stitching: on the Enterprise plan on Jitsu Cloud, or on any self-hosted install. It links up to 30 days of a visitor's earlier anonymous events to the account, so the first ad click joins the account that later funds. The onboarding and KYC funnel page shows the query.

Does Jitsu run alongside Segment? Add Jitsu's plugin to Segment's analytics.js, or point a Segment Webhooks destination at Jitsu, and both receive the same events while you compare them.

Get started with Jitsu

Pick the page above for the job you want to run first. The ad conversions and the KYC funnel can start on the Free plan's 200,000 active events a month.

For Enterprise, talk to the team.