The Western Union Company (WU) Earnings Call Transcript & Summary
February 11, 2021
Earnings Call Speaker Segments
Matthew O'Neill
analystHi. Good afternoon. It's Matt O'Neill, payments, IT service analyst for Goldman. Really pleased to have our last fireside chat this afternoon on the third day of our conference with Raj Agrawal, the CFO of Western Union. So Raj, thanks so much for joining us. I recognize that I think we are not quite at the 24-hour mark since you reported earnings. So I can only imagine you've just been in a constant discussion with the sell side and buy side. And I will do my best not to force a rehash of the quarter. But maybe just...
Rajesh Agrawal
executiveYes, no worries. We appreciate it, Matt, and the opportunity to speak with you and everyone else. So thanks for having us and looking forward to the discussion today.
Matthew O'Neill
analystYes, likewise. Maybe just as kind of a high level starting point. Obviously, the pandemic has introduced a lot of new vectors into the world, but also into the world of remittances. So can you give us a flavor of how you've kind of seen the evolution of the business kind of versus initial expectations? There's been some milestones along the way, at least in the announcements of the vaccines late last year, seen a big shift towards all things digital. Obviously, that's dramatically impacted your business. But how are you generally feeling about the business at a high level at this point?
Rajesh Agrawal
executiveYes. At a high level, we feel very good about the trajectory of the business. We think it's really on a path to recovery, last year, as you said, that the market really had some seismic shifts, if I could say it that way. At least based on the World Bank data, the market was down 7%. And most of that decline -- more than that decline came from the retail part of the market. The digital part of the market that really took off and has grown by leaps and bounds since then. We've seen similar things in our business over the course of last year. As you know, our digital business really got on to a new playing field, and we're very excited about that. Our cross-border principle last year, Matt, grew by 12% compared to what the World Bank is saying. So we believe that we've taken a good share in the market over the course of last year. We think we've positioned our business really well coming into this year, and that's reflected in the outlook that we gave last night or yesterday afternoon in terms of how we see the business playing out. The World Bank has said again this year that the market is going to be down another 7%. Now probably, they're going to end up revising or updating the numbers as they get more data points. We see the market being a little bit better than that. We see our principal -- our cross-border principal growing again this year, and we believe that we're going to take more share this year in terms of the composition of our business. Retail, we think, will be more stable this year in terms of the retail part of the market, and so we're excited about this year. We think that the top line growth and the margin expansion, all those things is really where we want to focus our attention.
Matthew O'Neill
analystGot it. Yes. So I want to drill in a little bit on the dynamics between ultimately kind of transaction and revenue growth. But for a business like yours, which is really personifies the value of a network effect, transaction growth is kind of the -- arguably, the single most important driver in the business. And so we've seen you guys make some moves around the way label partnerships and the move to digital sort of deliberately or reactionarily thanks to COVID as helping to grow that transaction flow. So can we talk about what gets the transaction number further accelerated and the points and strategies that you guys are most focused on to kind of continue to see that positive trajectory in transactions?
Rajesh Agrawal
executiveYes. I think you're going to see it this year. Although we gave a revenue outlook of mid-single digits, we also said that there's going to be a continued spread in the business between transactions and revenue. And the transaction growth is going to continue to be driven by the digital part of our business. We also believe that retail will grow this year. So that will be a contributor both on revenues and transactions, and clearly, the transaction growth, we're hopeful that it's going to accelerate beyond what we saw even in the second half of last year. So we are looking forward to that this year. It's all the pieces, Matt. So they're all sort of coming together. The digital white label will continue to grow well. The wu.com business is going to continue to grow well, and the transactions are going to be very strong there, again. Obviously, some quarterly variations this year, but for the year, we'll get some nice growth there. And retail, again, getting past the quarterly variations, we're going to have some really good growth there as well, I believe, particularly on the transaction side. So the network effect is working. We've signed a number of other partners that we haven't yet talked about, but some of them are going to be other banks that we can do the same kind of thing for. Some of them will be other fintech-type organizations that are similar to maybe STC. So we just haven't announced them yet, but they are coming, and not every single account is going to be as successful as STC Pay was, but we don't need it to be. We just need a partner and at least a partner in every single market, and will -- sort of the business will take care of itself. So we're very excited about the network effect and the things that we're doing. And we think our competitive positioning this year -- coming into this year has strengthened because of all the things we've done, we generated almost $900 million of cash flow last year, operating cash flow, it's going to be strong again this year. We've -- obviously, we're going to buy back stock again. We've also announced the dividend increase. So it just gives you a sense of the confidence we have in the business. Obviously, we're not through the pandemic yet, so we need to get it through the months there, but we do believe that the second half of this year will be better economically than the first half.
Matthew O'Neill
analystYes. That makes a lot of sense. On the white label business, I personally like the strategy a lot. And obviously, partners like STC have been great kind of positive examples of the value of building those partnerships. How do you see that facet of the business continuing to evolve? It sounds like there's some more kind of imminently in the pipeline that are maybe not quite ready for prime time yet. But is this going to be a longer-term trend of seeing kind of more white label and becoming that enablement provider ubiquitously on a more global basis through these types of partnerships?
Rajesh Agrawal
executiveAbsolutely. We're going to have more partners that we'll talk about for this year in the coming months. During the course of this year, we will have more activity there. We see the digital business in total getting to about $1 billion this year. We'll have partners. Again, they won't be as -- probably not as successful as Saudi Telecom because Saudi Arabia is a unique set of circumstances. It's one of the largest remittance markets in the world. You have the largest telecom provider and you have millions of migrants. So it's a perfect scenario there for us. But certainly, that's a key part of it. We also are thinking about Matt, the next evolution of what westernunion.com will be for us. So today, we have much more of a transactional-oriented relationship with customers even though they're creating an account, but we know that there's further opportunity to provide more products and services for our customers. They trust us. So the 9 million customers we have on wu.com have a lot of trust in Western Union and the brand, and we believe that we can extend our offerings with other things. We have a bank license in Europe, for example, right, in Austria. And so maybe our customers want an account relationship with us, a bank account relationship. Maybe they want a credit card or a debit card. Maybe our recipient also wants a bank account, and so these 2 customers, the sender and receiver, may transact with each other. Ultimately, our goal is to have more throughput or more cycles of the money that's going through our system. And so we'll be actually testing out something later this year, Matt, in that regard, and we'll have more to say about it by the end of the year in terms of what kind of uptake there is because that could really be the next evolution of growth for Western Union, providing more products and services to our current customer base.
Matthew O'Neill
analystYes. The quintessential flywheel effect to these services.
Rajesh Agrawal
executiveYes.
Matthew O'Neill
analystAnd so would that be like, conceptually speaking, I understand it's probably not quite out there yet, but I know Hikmet kind of talked about it a little bit last night and you brought it up here. So on the services side, conceptually speaking, is it something that you envision your kind of habitual customers have a WU app on their phone, and then you start to layer on services above and beyond a virtual digital remittance initiation or receipt?
Rajesh Agrawal
executiveAbsolutely. Yes, that's absolutely the goal. We have a natural way to just extend what we're doing today because I put myself in the shoes of our customer because I am a customer of Western Union. And I would love to have a banking relationship with Western Union, where I have an account, and I'd love for my recipient to also have an account and it would make life a lot easier. Maybe my recipient can even pull money automatically from my account because I've allowed him or her to do that every month to pay their expenses. So you can really think about how Western Union can really make an easy step to providing these additional services. The main thing we want to work on, Matt, is having a great customer experience in that process, and that's really what we're spending time on today. We signed a number of agreements with other partners that are going to provide these services and that we're partnering with in addition to our own bank. So it really is something that we'll -- yes, we'll be testing out products and services later this year.
Matthew O'Neill
analystYes. You could certainly envision a scenario where the sender who's doing -- so habitually has some sort of a direct deposit allocation and even sets it up almost like a subscription recurring business for them, right, as a kind of a bit per-month remittance because so many people do it, I'd say, this month and wants the paycheck.
Rajesh Agrawal
executiveYes. Or maybe there are some regular monthly bills that I might pay directly or a customer might pay directly for their recipient, right, through this account offering. So there are lots of different applications that we can think about that makes sense for us. Now we're not going to go after a traditionally bank customer. It's going to be a customer that has been using our services where we can provide a natural extension for them to be partnered with Western Union.
Matthew O'Neill
analystGot it. And on that digital front, there was a number of stats last night, and a lot of them continue to, I think, impress the group. I think, first and foremost, 80% of the customers are still new or are not necessarily former cash customers. And I think one of my natural thoughts would have been around something like the pandemic, that, that would have been the catalyst to change, right, that somebody would have said, "Okay, it's safer. It's easier. It's more convenient. Let me stop going to the physical location. Let me start using the phone." In which case, that would be in the 20% of the people that are kind of coming to wu.com. So like, where are these customers kind of continuing to come from? And then what's their profile? Because clearly, the digital transactors are more frequent, more habitual. They send larger amounts per send, as we saw in this past year, probably, most clearly. And how is Western Union kind of continuing to find and attract those to the brand on the digital front?
Rajesh Agrawal
executiveYes. It's a very good question, Matt. If you think about the composition of the remittance market, about half of it is with the banking space. So that's really where a large portion of the market is. Another 20% or so is with other digital providers. And then the remaining 30% is the traditional space, if you will, the retail part of the business. So the part of the market that we're going after with our digital offerings, whether it's white label or wu.com branded offerings is 70% of the remittance market. And we don't really have a big share there, even though we're now a very large business there on the digital side, we're going after that 70% of the market. So the customers that have been coming to us over the course of the last year are coming from the banking space. That's definitely a key source of customers. They're coming from other digital providers. And thirdly, they're coming from other -- they now have new needs that have arisen in this environment. So they now have a loved one or somebody in another country that now has a higher need to receive money because the need to receive money in this environment is as high as ever before. So we've actually had new customers who have said that they have never even used remittance services coming into our business. And I think that's true for all the providers. So that's where you're really seeing -- and maybe there's some formalization of some parts to the informal market as well that's happening there as well. So a lot of these things have really created the strong digital growth. And the great thing, Matt, is that most of the digital customers that we've now acquired that have created an account relationship with us say that they're going to continue to utilize us and that they're going to continue to use us even after this environment is over because this need for recipients to get money isn't going to go away anytime soon. It's going to take some time for these other economies to gain some momentum back. So that's really what's happening, and it's great for us. We love it, and we think getting to about $1 billion this year is just case in point in that regard.
Matthew O'Neill
analystYes. As we flip the page back for a moment, to the core cash-to-cash physical business, right, for as long as I can remember, looking at Western Union probably over a decade now, there's been kind of a slow and steady sequential march towards more agent locations, right, because that creates more nodes, that builds the network effect on the pay-in, payout side and allows you to historically touch more people before electronic became as material as it is starting to become. So how do you kind of think about the longer term on the physical agent count side? Is there kind of a peak that maybe we're cresting? And at some point, it will no longer be the biggest remittance player that has the most agent locations necessarily. It will be the one who's got the most sort of digital touch points.
Rajesh Agrawal
executiveWell, look, we -- there's certainly white space around the world, but we really do look at distribution as being much more broad than just retail agent locations. That's why you've really seen us think about account-oriented services, account payout, account funding, maybe ATMs or kiosks, even. So other ways of giving customers touch points in terms of how they can interact with us. There are a lot of white space around the world for retail. So I don't know if 550,000 locations is the right answer. If it means that we should have another couple of hundred thousand locations, we'll do it, right? We obviously signed a deal with Walmart. So that gives us some key locations, almost 5,000 locations that are very important locations here in the United States that we think we're going to do really well with. So it just depends on which market you're in, the kinds of channels that are available to customers and the variations of channels that we can offer. So we think about distribution as being very broadly, not just retail. And again, it's the network effect. We want -- we've been pruning locations over the last several years. So we've been closing down nonproductive locations, the retail locations because that's also good for our partners. They don't want to be providing services if nobody is really using the services at those locations. So we sort of closed those down. But we -- so we've had -- I would say, we have a higher quality 550,000 locations today than we might have had a few years ago, if that makes sense. So that's really how we think about distribution in total.
Matthew O'Neill
analystYes. And I believe there's also some sort of maintenance cost, right? So there's probably a tipping point where certain agent locations that are not productive are ultimately costing you more from a KYC perspective.
Rajesh Agrawal
executiveYes. Yes, we have some basic costs. We have tools and systems to be able to minimize that cost, but yes, partners also have some skin in the game because they have to have somebody servicing you at the counter, right? So maybe they can put that the person somewhere else instead of to these services. So it really just depends. As long as we can get -- as long as it's valuable for that partner, they like the brand because it brings traffic into their stores. So that's why it's important for them to keep providing these services in many cases.
Matthew O'Neill
analystYes. Definitely. You mentioned Walmart. That's obviously been a new partner to you, one that's had kind of remittance partnerships prior and has expanded upon them over the years. Why was now the right time with Walmart, I guess? Kind of what was the genesis of this coming together now versus a decade ago or a decade from now?
Rajesh Agrawal
executiveYes. Yes. No, it's a very good question. It really goes to reinforce our platform strategy. So we really want to be able to enter into agreements with partners and customers and businesses that will expand our network that really allow us to provide services to a wide variety of customers, whether it's STC pay, white label or the services that we'll provide at Walmart locations. Anything we do here, Matt, has to make economic sense for us, and that's really how we think about Walmart. We're going to make a fair amount of money here. It's very valuable to us. We think we're actually going to be quite successful at the point-of-sale. This year, the services began to launch in the spring, sometime in the spring, and so we'll see some impact this year. We think it's going to be meaningful. We also think it's going to continue to grow for us. So we'll see more of a full year impact next year. So this has some runway for us to gain some share here. And we also see this as largely incremental business for us at the Walmart locations. The last thing I would just say is Walmart recognizes, with a partner like Western Union, they don't need to bring in a third partner because there are already 2 providers at their points of sale. They recognize with someone like Western Union the strength of our brand and what that means to their customer base, again, bringing the customer traffic. And they also understand the strong compliance and regulatory capabilities that we have. That's very important to Walmart as it would be to any large partner like that. And so we really believe that with the package of service offerings that we have for Walmart, it's going to be a very successful business for us. And we sort of built into our outlook for this year, but more to come on the success of that rollout. And it's going to be 4 different product offerings. So it will be a domestic money transfer. It will be international money transfer. It will be bill payments and then retail money order as well. So all 4 of those are -- have unique customer segments that are looking for that kind of offering in both the branded and non-branded ways. So we'll be quite flexible in terms of how we're offering that service today.
Matthew O'Neill
analystGot it. Along the partnership lines, I know we talked about STC a little bit, but with the renewal and I think expansion with STC, you guys also made a strategic investment. Can you talk through the dynamics of doing that and kind of the virtue of it from your vantage point?
Rajesh Agrawal
executiveYes. The transaction is for 15% equity stake in STC Pay, and that's for $200 million. It will close likely in 2 parts. The first part of it will be for the first 10% equity stake for 2/3 of the investment, and that will be in the first quarter of this year. And then the second part will close once they receive a banking license, STC Pay. But strategically, it's important because we refreshed our commercial agreement with STC Pay, and we are now the preferred provider not only in Saudi Arabia but also in other expansion markets like the UAE or Bahrain or Kuwait, and those are on the road map for us to expand. And then we also become an equity owner of a fast-growing digital start-up. So they currently have a money transfer service offering. They also have a wallet that's been growing quite fast in just the last couple of years, and they have plans to be really a digital bank. So they want to provide more banking services. They would like to do credit cards or debit cards or loans, personal loans. And so really being a part of this in the Middle East region, we think this could be a big partner for us in the Middle East region, and that's really the reason to have done the equity stake. And they also value, again, what Western Union brings to the table with our commercial capabilities. And so it's really a win-win partnership for us and for Saudi Telecom Pay.
Matthew O'Neill
analystGot it. I think since the last time we spoke, cryptos kind of come a long way, right? And I know this is an area between crypto currencies, blockchain technologies that people have kind of zeroed in on the remittance space as being a potential good use case for them. But it's not until more recently that we've seen the rumblings and the ball starting to roll as far as using these currencies for more utility and commerce and things like that as opposed to sort of stored value investments, speculation or otherwise. What's kind of the latest on the crypto front from Western Union? And what may allow you guys to do potentially better or faster, more efficiently going forward? Or just providing a service that customers increasingly want?
Rajesh Agrawal
executiveYes. Yes. That's really the key is there are 2 parts to it. Do consumers want to be able to transact in cryptocurrency of some kind at our points of sale or in our dot-com business? And the answer is we haven't really seen that consumer uptake or the need for that. It doesn't -- because when you're transacting in $200 or $300 or a few hundred dollars, that is not really the mechanism you want to use to transfer money. We settle in 130 currencies today. So if it ends up being the case that customers want to transact in another kind of currency, whether it's crypto or not, we can certainly consider that. But we haven't really seen the need for consumers or the consumers haven't shown us a desire to really use crypto in our business. The second part of it, Matt, is that does the technology itself that supports it, the blockchain technology, does it provide any efficiencies for Western Union? Is it -- we would be looking for lower cost? Is there a better FX rate we can get? Is there more transparency in the process? Is it faster to send money around the world? And the answer is in the testing that we've done, and we've done some testing with specific players. The answer is that we haven't found any of those. So it costs more money for us to move money from one country to another. It takes more time because there are more parts of the transaction. It's not as transparent, and it's a little bit more cumbersome. So the settlement system and the settlement processes that we have, have been developed over many years, and we settle literally in minutes with consumers in 130 currencies, and we settled on the back end with our agent partners, and it's very seamless for customers in our business. So to replace that or to think about something that could be more efficient, we really haven't found that use case yet and not a big unlock from our standpoint, at least at this stage. We're open to it, but we haven't really found that use case yet.
Matthew O'Neill
analystUnderstood. Trying to think through the kind of capital allocation priorities. You've been very consistent over the years between dividends, share repurchases. Where do we think about M&A at this point in the road? Obviously, a lot of the sort of digital-native players have been kind of growing up. You're talking increasingly, I think, at the margin about more services, the build-out of the wu.com and WU apps to potentially a whole host of things that sounded a lot more like neobank-type offerings, not to put words in your mouth. But what might be needed inorganically or might be of increased focus or importance going forward as you think about those strategic objectives?
Rajesh Agrawal
executiveYes. Yes. We're always actively looking, I should say, on the M&A front. I don't think we would do an acquisition of a high multiple type of organization that isn't going to add much to our top line. That's not really our focus. We think we have some great assets in our business like I've described, and that's really what we're building on, whether it's our bank that we have in Europe or the new consumer services offering that we'll test out later this year. So we are looking at things organically, but we know that there could be a technology or a capability or something else that can add to our portfolio to be a tuck-in type of acquisition. Examples might be mobile capabilities or account payout or account funding capabilities, something that would give us more coverage or advance the ball for us beyond what we're doing today. It could be also a technology that helps to support more of this banking services offering that we're going to test later this year. So it's things like that, and these are going to be smaller type of acquisitions typically. Obviously, if there is the right transformative acquisition, we'll look at it. But we haven't really found the right large one yet, I would say. And -- but that's not to say that we're not actively looking at things. And certainly, that would be a key use of our cash, if we found the right one, and it's on our priority list, but we continue to look. So I think it's going to be quite interesting. We have some smaller ones that we've been looking at, but they're not of material size. So that's really the area that we're looking at, at this stage.
Matthew O'Neill
analystGot it. Thinking through the sort of margin dynamics, you've been successful in announcing a handful of kind of cost save initiatives, some more onetime, some more ongoing restructuring-esque. How should we start thinking about the longer-term kind of margin profile of the business? And I'm not looking for explicit long-term guidance, but more so the moving parts of the equation because we used to spend a lot of time talking about kind of the compliance cost as a percent. Is there an opportunity for those to actually come down in a digital world? Is that a lever that can slowly start to be pulled on? And what else maybe would allow for conceptually the margin to move higher over time as the business mix changes?
Rajesh Agrawal
executiveYes. I would say that we're very pleased to expand margins again this year. That's what we said yesterday. This is now 2 years in a row, Matt, that we're now on a different trajectory. We want to drive margins higher. And I really do think there's more potential for margin expansion. We're not quite done with our cost savings initiatives, so we'll get to the full $100 million this year. We actually have another $50 million of savings next year. So that will be very supportive of further margin expansion over the next couple of years. So that's certainly on the road map. This year, as we look at the composition, we have good mid-single-digit revenue growth. So that's really a key driver of the margin expansion. We're also driving some more cost savings, so getting to the $100 million in total this year. And then we are investing back in the business. So all of the things that we talked about earlier, the technology upgrades, we're putting a new settlement on the system in place this year. We are moving applications to the cloud. We are investing in dynamic pricing capabilities to continue to hone that capability. That all gives us a margin expansion still even with all that investment. And again, I think there's further opportunity for us over the next few years to continue to expand margins. There's no reason why we can't continue to grow the top line in a good way and then also drive margin expansion at the same time, which is really part of our original objective that we set up years ago.
Matthew O'Neill
analystGot it. I wanted to make sure we didn't completely overlook the Business Solutions business. I know it's often kind of the smaller part of the equation, obviously, sort of single-digit percentage of revenue. It makes sense that most of our time is focused on the core C2C business. But as I think about that business, I know there's some acute dynamics around Argentina and the bill pay business there. But as we think about the convergence of more services, is there the opportunity to leverage the sort of domain expertise in bill pay in a more digital front across the sort of C2C business and platform for things like bill pay and to basically bring the 2 businesses together more or less?
Rajesh Agrawal
executiveYes. Yes. I think, certainly, on the bill pay side, the example I gave earlier where if we have sort of account relationships both with the sender and receiver, from a bank account standpoint, you could really extend that thinking to bill payment and other ways of using our business. We know our business today is also used for bill payments, right? It's just -- we sort of do it indirectly because we're sending money to people who then are paying their bills. And on the WUBS business or the B2B business, we really do think that's going to have a better year this year. The first part of the year is going to be a little bit softer than the rest of the year. But as the pandemic subsides, as economic growth comes back into the picture, as we get global trade growth, that's also going to be quite supportive. But the electronic bill payments business we sold to a company a couple of years ago. And what we have now is our consumers that are using our business to send money abroad for bill payments ultimately, right? So is there a more direct way to do that? I absolutely think there is more of a direct way that we can do that. And it becomes a question of really signing up more billers around the world. So the B2B business, we have universities and other kinds of billers, if you will, that we're providing services for. So it's really just an extension of doing more of that in our core business.
Matthew O'Neill
analystGot it. That's really -- that's good. Yes, I think we definitely see an opportunity for that. So I think it starts to come together and probably is made more easy through a digital sort of ecosystem where they can be better married. One area we've talked about in the past, Raj, is the kind of the unit economic difference sort of for the traditional cash business and the more digital business. What kind of opportunities are you guys thinking about too that can be levered within the digital business? I'm thinking of things like funding mix as one example, but I'm sure that there's others that we could talk about because I think there's opportunity there. I would imagine you guys shared the same view for those unit economics to probably improve over time, and there's ways to kind of massage the customer base into transacting in a certain way or incentivizing them through loyalty or otherwise, which again, is probably going to be easier to accomplish in more of a digital world in a more holistic services environment. But maybe you could give us some of the thoughts around that.
Rajesh Agrawal
executiveYes. The unit economics have been very good, and I would say that they have improved from a transactional standpoint as the mix of funding has changed. And so it's become much more debit card and account-oriented. And so certainly, that helps the unit economics. At the same time, customers also expect better pricing on that kind of a transaction, right? If you're moving money from your account to another account, you want to make sure that, that's priced correctly as well. And -- but if you look at the overall business, we know that the retail part of the business has a really good margin. It's very profitable. We also know that wu.com, the westernunion.com business, provides a similar range of profitability. It's not the exact same as retail, but it's very good. And that's really at the highest level. That's why we've been able to grow the digital business so well and expand margins at the same time. Last year, it was even in a down revenue environment for retail. So you can see that there's a lot of power in the incremental profitability of wu.com. And then the digital white label partners are a little bit different. We are much more of a processor there, right? So we get paid a lower revenue per transaction, but we also don't have customer acquisition costs. We're not paying for fraud losses or other expenses that you might have in a branded offering. And so the margins there are also quite high. But yes, as the funding mix becomes purely bank-oriented, it's going to be lower cost transaction for us, but then we also take into account what is the customer expectation in a transaction like that, right? What kind of pricing has to be there? And where are they sending money, that all those things come into play. But again, if you look at the business at the highest level, retail or wu.com, they're very profitable for us, and that's really why we've been able to drive margin expansion again this year even with a significant digital growth.
Matthew O'Neill
analystYes. That makes sense. On the -- you brought up customer acquisition costs, and I was going to ask you about the kind of evolution of the advertising and marketing of the business. And obviously, it's a brand with -- gosh, correct me if I'm wrong, I think at least 150 years of history. So it's pretty well known.
Rajesh Agrawal
executive107th year anniversary this year. So...
Matthew O'Neill
analystWow. Yes. So with that said, how have you guys kind of repositioned? Where are you seeing the best kind of bang for your buck or return on investment? And how does that sort of help drive greater LTVs, particularly in the digital world, where my understanding is the business looks and feels a little bit more subscription like, and you've got better data and ability to retain, particularly for app users and things like that?
Rajesh Agrawal
executiveYes. At the highest level, Matt, the marketing spend for the company hasn't changed dramatically over the years in terms of total marketing spend. However, it has shifted heavily towards the digital part of our business, wu.com, right, because we know that even if we spend a certain amount of money for one customer, they're going to stay with us for a while. They're going to transact with us multiple times. So that's why when we even talk about union economics, we sort of take the marketing out of the picture because it's -- to compare like-for-like, it really is about the long lifetime value of a customer. And so that's really how we think about the business. Last year, the customer acquisition cost actually came down a bit in the environment that we're in because we -- customers were looking for us. We were certainly trying to acquire customers, but they were also looking for -- in a very strong way, they were looking for online ways of moving money around the world, and they found us. So we're going to start to see that normalize again at some point. But that's really what took place last year. And we were really well positioned last year with our wu.com business to really back up the truck and load the customers in, in terms of coming into our business because they were looking for us. We had operations in more than 75 send countries with more territories than that even and a lot of different payment options for customers. So all that really worked out well for us, and that's why we're sitting now, this year, we'll be $1 billion business. And just in 2019, we were talking about a $600 million business. So it's really gone way beyond what we had even expected just 1.5 years ago.
Matthew O'Neill
analystGot it. Well, Raj, listen, I really appreciate your time today. I think we're getting close to our allotted 40 minutes or so, but -- and I know we're off the back of earnings just yesterday evening, but I wanted to just sort of turn the floor over to you in case there's any kind of closing remarks you wanted to provide to the group here before we sign off.
Rajesh Agrawal
executiveYes. No, thanks, Matt. We really appreciate the opportunity to speak with you and everyone else. And we've had a number of other conversations today, as you know, as part of the conference. We're very excited to be already in 2021, and we're executing. And we feel very good about the outlook for this year, and we hope that the pandemic gets behind all of us. I know that's something we all want, but we think the business has much more potential. And we're looking forward to rolling out some new things later this year, as I talked about. So really appreciate the chance to speak with you.
Matthew O'Neill
analystYes. No, absolutely, Raj. Always a pleasure. And we'll be keenly looking out for some of the partnerships you hinted at and certainly the increased kind of scope of services on the digital side later this year. So thanks, again. And with that, we'll call it a day.
Rajesh Agrawal
executiveAll right. Thanks, Matt. Thanks. Bye-bye.
Matthew O'Neill
analystAll right. Bye.
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