Leading Brands in the U.S. Credit & Lending Category: Q4 2023 Overview

In the dynamic landscape of the U.S. Credit & Lending category, Q4 2023 witnessed significant digital engagements from leading brands such as Credit Karma, Experian, and Affirm. Leveraging Sensor Tower’s comprehensive datasets, which include Web Insights, App Performance Insights, and Pathmatics, we explore the trends and performance of these brands across their websites and applications.

Credit Karma, Inc.

Credit Karma's digital ecosystem comprises its website, creditkarma.com, and the Intuit Credit Karma app.

• Audience Trends: From Q3 to Q4 2023, creditkarma.com experienced a notable increase in visits, peaking in December with over 110M visits. The monthly true audience remained stable, hovering around 47M, indicating a balanced distribution between web and app users.

• App Engagement: The Intuit Credit Karma app maintained a steady monthly active user base, with active users consistently over 31M. This highlights robust mobile engagement.

• Ad Spend & Channels: Credit Karma's monthly ad spend saw fluctuations, with significant spend in July and November, primarily through OTT channels, contributing to high impressions exceeding 220M in July.

Experian

Experian features its website, experian.com, and the Experian app.

• Audience Trends: Experian.com showed a gradual decrease in visits, ending December with around 86M visits. The monthly true audience also saw a decline, closing the quarter at approximately 21M.

• App Engagement: The Experian app experienced a peak in October with over 9M monthly active users but declined towards December.

• Ad Spend & Channels: Experian's ad spend was highest in August, with OTT being the dominant channel, delivering over 42M impressions.

Affirm

Affirm's presence includes its website, affirm.com, and the Affirm: Buy now, pay over time app.

• Audience Trends: Affirm.com witnessed a peak in visits in November, reaching over 31M. The monthly true audience showed a steady increase, ending December at approximately 12.6M.

• App Engagement: The Affirm app's monthly active users rose significantly towards the end of the year, reaching over 9M in December.

• Ad Spend & Channels: Affirm's advertising efforts were concentrated on Instagram, with monthly ad spend peaking in December, resulting in impressions exceeding 8.6M.

Conclusion

The Q4 2023 digital performance of Credit Karma, Experian, and Affirm underscores the importance of a balanced web and mobile strategy. Sensor Tower's unparalleled data offerings provide critical insights into cross-platform user behavior, enabling brands to optimize their digital presence effectively. As the Credit & Lending category continues to evolve, these insights are invaluable for strategizing future growth. By leveraging Sensor Tower's consolidated data, decision-makers can gain unique advantages in shaping their digital strategies.