How a Multi-Brand Fintech Operator Solved Data Quality at Scale

Exinity operates 5+ fintech and gaming brands (Nemo Money, Alpari, FXTM, ForexTime, PiP World) serving 2M+ customers across regulated markets. After 18 months with their previous CDP, they decided to migrate to RudderStack for architectural control that matched their operational complexity.

The Challenge

Managing multiple brands across jurisdictions creates data quality challenges that standard CDPs aren't built to handle. Exinity first ran into these limitations when migrating to server-side tracking to improve performance and meet privacy requirements. In the process, they lost critical context (i.e UTMs, device attributes, and session data) essential for accurate attribution and analytics.

They had to maintain parallel client-side SDKs to preserve data completeness, doubling their instrumentation burden. But the core problem went deeper: their CDP’s managed-service architecture made customization slow and rigid. Even routine needs, like bot filtering, event enrichment, and jurisdiction-specific PII handling, required ongoing coordination with customer support.

The breaking point came when Google decommissioned Universal Analytics for GA4. The GA4 connector in their legacy CDP provider broke and stayed broken for a full year. "We couldn't wait for them to fix it," says Edvard Kristiansen, VP Insights. "We had to route around the platform entirely and build a reverse ETL workaround to get data into GA4." It confirmed what Exinity’s engineering team had been sensing for months: they were forced to solve data quality problems downstream, rather than at the point of collection - and increasingly, to work around their CDP instead of relying on it.

RudderStack scales with our complexity. The team is invested in making us successful, and that matters more than any single feature.

The Migration: Why RudderStack's Architecture Fit

Exinity switched to RudderStack for a critical reason: Data Governance.

RudderStack Transformations are JavaScript functions that run on every event in the data pipeline, before they reach downstream tools. Unlike vendor-managed CDPs, where data quality rules live in a black box and require support tickets to modify, Exinity's engineers write and deploy transformation logic directly.

For a multi-brand operator managing 2M+ customers across regulated markets, this architectural difference is fundamental. Compliance rules change. Data quality issues emerge. Business requirements shift. With RudderStack Transformations, Exinity can adapt at the pace of their business, not at the mercy of a vendor’s roadmap.

How Transformations Power Exinity’s Data Governance:

1. Data Security (avoiding regulatory penalties and building customer trust):

Hash PII before customer events are sent downstream, meeting GDPR/CCPA requirements
Strip IP addresses for privacy-focused jurisdictions, ensuring compliance without manual intervention
Apply jurisdiction-specific data handling automatically, without engineers managing rules per market

2. Data Quality & Integrity (so marketing and analytics teams trust their data):

Filter bot traffic before it reaches downstream tools, preventing inflated metrics and wasted marketing spend on fake users
Enforce allowlist/denylist rules by event name or email domain, ensuring only validated events trigger campaigns and only real customers receive messaging
Clean up attributes to maintain schema consistency so reports don't break when one team uses "user_id" and another uses "userId"

3. Real-time data for customer context (enabling personalization and revenue optimization):

Enrich events with from external APIs, so marketing can immediately target verified customers with premium product offers while steering unverified users toward identity completion
Run predictive customer value models in real-time, allowing marketing to bid higher on ads for high-value prospects and prioritize retention campaigns for at-risk customers
Add geolocation data or parsed user agent information, enabling location-based campaigns and device-optimized experiences without additional instrumentation

With RudderStack, we can build our own integrations, filter events, and enrich data, all through transformations. We can resolve issues on our timeline rather than waiting months for features to be delivered. You're not constrained by what the vendor decides to build.

RudderStack's warehouse-native model also eliminated another friction point for Exinity. With their previous CDP, customer data was stored in two systems (the CDP's proprietary database and Exinity's warehouse), creating reconciliation headaches and complicating compliance audits. With RudderStack, BigQuery is their single source of truth. For a multi-jurisdiction fintech operator, this architectural simplicity has a real business impact: one system to audit and govern.

Solution

The operational impact was immediate. Exinity now maintains consistent data governance across 5+ brands and multiple regulatory frameworks.

Marketing teams are able to build audience segments and trigger win-back campaigns in their activation tools using validated data from RudderStack's event pipeline
Product teams receive customer feedback routed through RudderStack into Teams/Slack with automatic sentiment analysis and customer context
Compliance teams enforce jurisdiction-specific data handling and PII hashing for GDPR
Analytics teams work with clean, consistent data across tools

Exinity now operates on data infrastructure purpose-built for their model: full control over data quality and compliance, with the flexibility to adapt as requirements evolve across brands and markets. RudderStack’s warehouse-native architecture and engineer-first tooling give Exinity that control at the source. As a result, downstream teams across every brand can rely on trustworthy data, while Exinity’s data team has confidence they’re capturing and delivering clean, compliant data for every use case.