In the competitive landscape of digital finance, platforms constantly vie for investors’ attention. In the fintech industry, businesses need to continuously refine their strategies to acquire new users and ultimately drive growth.
Investment platform Syfe, operating in this challenging industry, found it difficult to scale its user base. Recognising its need to improve its approach for user acquisition, Syfe collaborated with StackAdapt, a programmatic advertising platform. Through the collaboration, Syfe aimed to leverage StackAdapt’s targeting capabilities to reach the right audience with the right strategies.
This case study delves into the strategies behind StackAdapt and Syfe’s collaboration, digging deeper into how they took on the challenge to bring better results.
The Challenge and Objective
The finance industry is a thoroughly competitive industry. Given the nature of the field, Syfe sees the obstacles to acquiring new users, mainly the costs tied to such goals. Syfe found it difficult to get the right leads at reasonable costs. Amidst the competitive environment of the finance industry, Syfe needs to acquire high-quality users with a cost-effective approach.
Meanwhile, the advertising environment also poses a challenge for Syfe, with ad placements potentially risking the brand’s image and reputation. Having faced brand safety risks in their prior campaigns, Syfe aims to take more control to ensure brand safety moving forward. With greater control over the websites its ads are displayed on, it can maintain its integrity while reaching its desired audience.
The Solution
To reach more active users, who are interested in finance and investments, Syfe first leveraged StackAdapt’s ‘Browsing Audience’ feature, which identifies individuals and their online browsing behaviour.
Second, Syfe used StackAdapt’s ‘Domain Inclusion Targeting’ to control brand-safe placements. It allowed them to target premium and brand-safe domains, usually inaccessible through other platforms. This helped ensure that Syfe’s ads appeared on websites that aligned with their brand image and values.
Third, Syfe optimised its strategy through StackAdapt’s ‘Benchmarks and Planner’ tool which enabled Syfe to monitor campaign performance real-time. Syfe also set strategic bid goals for niche targeting, ensuring that their bids were competitive for the desired audience at a reasonable cost.
The Results
Through its collaboration with StackAdapt, Syfe increased its conversion rate from 5.4% to 11.8%, seeing a +118% boost in the conversion rate and reflecting how it reached a larger audience. Syfe also found that users spent more time on the site by +114%, showing increased engagement and interest. With significant improvements, the strategies enabled Syfe to meet and even exceed its objectives, acquiring high-quality users while maintaining brand safety and remaining cost-effective. Overall, Syfe gained more trust in its ad placements and alignment with its goals.
“Due to the competitive nature of Syfe’s industry, it can be challenging to acquire high quality leads at a reasonable cost. We were able to target and engage our ideal customer persona through a two-pronged approach that leveraged StackAdapt’s wide range of inventory and extensive segmentation options. Our partnership led to fantastic results across our marketing funnel and StackAdapt remains one of our top platforms for acquisition,” Pieter Dijkgraaf, head of acquisition at Syfe, said.