Finance
Financial products are chosen slowly and reviewed carefully. Acquisition work has to respect both, and the advertising has to be defensible.
Customer value can be high, which supports a higher acquisition cost than most sectors. The complication is that a completed application is not a completed customer. Approval, verification and funding all sit between the two, and each one changes the real cost.
Advertising in this sector is also read closely, by regulators, by platforms and by customers who have learned to be sceptical. Claims need to be accurate and supportable, and the review process needs to be part of the campaign timeline rather than an obstacle discovered late.
Regulatory obligations vary by product and by market, and they sit with the advertiser. We work within the client’s compliance requirements and approval process. ProData does not hold or claim any financial services authorisation.
What we work on in finance.
Six areas that matter when a customer is valuable, the decision is slow and the advertising is read closely.
Intent quality
Separating people researching a category from people ready to apply, and funding them differently.
Application to approval
Measuring the whole path, since channels differ sharply in how many applications survive it.
Message accuracy
Copy written to be supportable, with client approval built into the production schedule.
Considered decision journeys
Longer consideration handled with sequencing and useful content rather than pressure.
Channel restrictions
Platform policies for financial categories treated as a planning input, not a surprise at launch.
Value over time
Acquisition judged on the customer relationship, which in this sector often runs for years.
Measurement that matters here.
These are the figures we would expect to report on, agreed with the client before a campaign starts.
- Cost per approved and funded customer, not per application
- Application quality and drop off by source
- Time from first contact to completion
- Value over the expected relationship, where the client can supply it
- Creative and claim versions recorded for audit
Services applied in finance.
Different markets, different mechanics.
Working in finance?
Send the product, the markets and the approval process you work within. We will tell you where we would begin.