Understand Signs Up, & the Why? (Channel ROI)

The Challenge

A leading consumer credit platform needed to understand the quality of its acquisition pipeline. With users arriving from different marketing channels (paid social versus organic and other sources). The question wasn't just how many were signing up, but what they actually intended to do. The client needed to know whether recent sign-ups represented genuine credit intent, and how to prioritise features and communications accordingly.

The Approach

We designed and fielded a quantitative survey with 100s of recent sign-ups acquired in the three months prior to fieldwork, reached directly through the client's CRM. The survey was structured across four modules: financial intentions and product consideration, goals and motivations, feature preferences, and perception benchmarking against competing tools. A key analytical cut compared users acquired through Meta channels against all other acquisition sources, to understand whether channel origin predicted credit intent or engagement depth.

The Impact

Seven in ten recent sign-ups were actively considering a credit product (credit card, personal loan, home loan) confirming that the acquisition base carried genuine commercial intent, not passive curiosity. Propensity to seek short-term credit was significantly higher among specific sub-segments, including older millennials, higher-income households, and property investors with complex portfolios. These profiles gave the client a sharper brief for both product prioritisation and channel targeting.