How MoneyMe Achieved 82% of Loan Originations from Organic Search

The Challenge

MoneyMe faced the classic fintech dilemma: customer acquisition costs through paid channels were compressing margins as they scaled toward IPO. With personal loan keywords costing $50-$150 per click in Google Ads, the math didn't work at target volume. Every dollar of growth required proportional advertising spend.

Their organic presence was weak. Rankings outside the top 10 for primary keywords. Site speed issues causing high bounce rates. No structured data strategy to compete in rich results. Competitors with larger marketing budgets dominated the search results.

And there was a bigger question looming: how do you value digital capabilities for an IPO? Investors and regulators would scrutinize the prospectus. 'We run Google Ads' wasn't going to demonstrate sustainable competitive advantage. They needed organic channels that could be quantified, attributed, and defended.

The board needed answers to two questions: Can we reduce dependency on paid channels without sacrificing growth? And how do we value our digital assets in a way that satisfies investors?

• Customer acquisition costs unsustainable at scale
• Weak organic visibility—competitors dominated search
• No way to quantify digital asset value for prospectus
• Paid channel dependency creating margin pressure

The Solution

We implemented a comprehensive organic growth strategy built on three pillars: technical foundation, dual-brand architecture, and revenue attribution.

First, the technical foundation. We conducted a complete technical SEO audit—crawlability, indexation, site architecture, page speed, schema markup. MoneyMe's site had structural issues preventing content from reaching its potential. We fixed the foundation before scaling content.

Second, the dual-brand strategy. MoneyMe operated two brands: MoneyMe (flagship, 90% of loan book) and MyOzMoney (secondary, 10%). Rather than competing with themselves, we optimized each for distinct keyword segments, effectively capturing multiple positions on page one for target terms. When competitors owned position 1 and MoneyMe owned positions 2 and 3, we still captured the majority of clicks.

Third, revenue attribution. We built tracking systems that connected organic traffic → conversions → qualified applications → funded loans. This wasn't just 'more traffic'—it was quantifiable demand that could be valued, reported to the board, and ultimately included in prospectus documentation.

Our Approach

Technical SEO Foundation

Comprehensive audit and remediation—site architecture, crawlability, Core Web Vitals, schema markup

Dual-Brand SERP Strategy

MoneyMe + MyOzMoney optimized for distinct segments, capturing multiple page-one positions

Share of Voice Dominance

Targeted #1 position for 80% of top 30 revenue-generating keywords

Revenue Attribution

Connected organic traffic to funded loans—quantifiable demand for board and prospectus