For advertisers looking to target highly engaged audiences with unique promotional opportunities, cashback app Props could be the answer. Its exclusive availability in Finland also makes it an ideal partner for any advertiser looking to make a splash in the market.
Kerttu-Liisa Kilpijoki, Props’ Key Account Director, takes us through the fundamentals.
Can you explain the concept behind Props and how it benefits users?
Props is a gamified lifestyle app/platform bringing excitement and value to our users’ lives. You collect virtual coins, which we call ‘Props’, from various sources and use them to redeem gift cards. We aim to make Props fun and engaging and have succeeded at doing so. Our users frequently return to the app to collect more Props, with around 25-40% returning on a daily basis.
What distinguishes Props from other cashback or rewards platforms in the market?
Props is a gamified app/platform. We do not give Props to our users just for buying – you can earn them by completing tasks, inviting friends, choosing your favorite brands, and in the near future the opportunities to earn Props will expand even further. In 2025, we plan on branching out to the wellness sector by rewarding people for being active through partnerships with companies that promote and enable a healthy lifestyle.
Props is also incredibly easy to join and use. We’ve put a lot of effort into design and user experience to help people get the most from it.
How do you choose the brands to partner with, and what makes for a successful collaboration?
All of our brands must be trustworthy and ethical. Of course, well-known brands interest us, as they often prove popular with our users.
As we operate exclusively in Finland, it is a significant advantage if a company sells to that market. If a brand wants to enhance their position in Finland, we can assist that goal by offering visibility in Props.
What are some common misconceptions people have about cashback platforms, and how does Props address them?
One might be led to believe that the traffic cashback platforms deliver is not high quality or that being present on a cashback platform somehow devalues your brand. We want to tackle these misconceptions with Props.
We have a very strict fraud policy, where any detection of unusual behavior results in the user being blocked immediately. Our traffic quality is strong, which is demonstrated by our high percentage of approved transactions. As for brand perception, we’ve invested heavily in design and usability to ensure our advertisers are positioned in a quality environment.
What feedback from users has had the biggest impact on your platform’s features or services?
We have very active users and conduct regular surveys to learn what works and what doesn’t. Whenever we launch a new feature or tweak our experience, we closely monitor people’s reaction to it.
We appreciate our user base and if they have continuous problems with an advertiser, whether that’s due to tracking issues or transactions pending for too long, we’ll remove that advertiser from our platform.
What are the biggest challenges in operating a rewards platform, especially in today’s competitive affiliate landscape?
The biggest challenges are the long processing and payment times. In order to create a quality user experience, we need to reward our users after they make a purchase. That means bearing the financial risk by delivering that reward ahead of an advertiser making a payment. Thankfully, as we have good processes for detecting fraud, we have assurances over the money, but the waiting periods represent a challenge.
When it comes to competition with other reward platforms, we are developing Props in a completely new direction and don't consider ourselves to be at all like traditional cashback platforms or competing with them.
What trends in consumer behavior have you noticed through Props data or interactions?
The current state of the global economy shows that people are lacking in disposable income. This makes deals involving free trials very attractive.
The current market conditions also mean that online consumers are not as loyal as they once were. They shop where they can find the best deals, which creates an opportunity for advertisers to increase their market share.
Are there any innovative tools or features that you’re planning to introduce to Props?
In 2025, we are preparing to roll out several new features to make Props even more gamified. We are also expanding our questionnaire functionality, making it possible for advertisers to commission them through Props.
What is the best way that an advertiser can help support their partnership with Props?
We are more than happy to give exposure to advertisers who can provide strong and preferably exclusive deals. We offer multiple banner spots to ensure a high level of visibility.
Maintaining quality is important for us, so all creatives should be in Finnish and checked for mistakes. If you need any assistance, we’re here to help!
Are you interested in collaborating with Props? Invite Props to your program here.
