In-app messaging has emerged to be the perfect mobile messaging channel. They are undoubtedly effective but they’ve always been perceived as the second kick to push notification. This is because there hasn’t been any significant change to in-app messages. It has been about the same, mundane templates that did not deliver seamless user experience, until today. At Insider, we have brought all our learnings from personalizing experiences to hundreds of consumers both on mobile and web to in-app messaging. We have begun a movement of redefining in-app messaging to in-app engagement.