Rethinking Financial Service Promotion With Hybrid Recommender Systems at PicPay
This work addresses a domain-specific problem for fintech companies by improving promotional recommendations, but it is incremental as it builds on existing hybrid methods.
The paper tackled the challenge of promoting strategic financial service items to 30 million users at PicPay without harming user experience, achieving a 3.2% uplift in A/B tests compared to a default strategy.
The fintech PicPay offers a wide range of financial services to its 30 million monthly active users, with more than 50 thousand items recommended in the PicPay mobile app. In this scenario, promoting specific items that are strategic to the company can be very challenging. In this work, we present a Switching Hybrid Recommender System that combines two algorithms to effectively promote items without negatively impacting the user's experience. The results of our A/B tests show an uplift of up to 3.2\% when compared to a default recommendation strategy.