Leading Brands in US Credit & Lending: Q1 2024 Insights

Introduction

The Credit & Lending sector in the US experienced notable digital engagement from leading brands in Q1 2024. This article explores the performance of Credit Karma, Experian, and Affirm, emphasizing their audience trends and advertising strategies. Sensor Tower's comprehensive data, including Web Insights, App Performance Insights, and Pathmatics, provides a detailed view of these brands' digital footprints.

Credit Karma, Inc.

Credit Karma maintains a robust digital presence with its website, creditkarma.com, and its app, Intuit Credit Karma.

• Audience Trends: From Q4 2023 to Q1 2024, creditkarma.com experienced a consistent increase in unique visits, peaking at 23M in March. The monthly deduplicated audience saw a steady rise, surpassing 54M by March, with a notable balance between app and web visitors.

• App Engagement: The Intuit Credit Karma app showed impressive growth in monthly active users, reaching over 16M by March, reflecting a strong preference for mobile engagement.

• Ad Spend & Channels: Credit Karma's monthly ad spend peaked in January at nearly $3.9M, with OTT channels delivering the highest impressions, highlighting the effectiveness of their OTT media strategy.

Experian Mobile App

Experian's digital landscape encompasses experian.com and the Experian app.

• Audience Trends: Experian's website visits remained stable, with a slight increase in unique visits in March, reaching over 16M. The monthly deduplicated audience hovered around 24M, indicating a stable cross-platform presence.

• App Engagement: The Experian app maintained steady monthly active user numbers, remaining just above 4M throughout the quarter.

• Ad Spend & Channels: A significant spike in monthly ad spend occurred in January, nearing $1.9M, primarily through OTT, which accounted for the majority of impressions.

Affirm

Affirm's digital reach extends through affirm.com and its app, Affirm: Buy now, pay over time.

• Audience Trends: Affirm's website visits saw fluctuations, culminating in March with over 4.6M unique visits. The monthly deduplicated audience remained stable, averaging around 12M.

• App Engagement: The Affirm app consistently engaged over 3.5M monthly active users by March, underscoring the app's crucial role in user interaction.

• Ad Spend & Channels: Affirm's monthly ad expenditure peaked in February at over $580K, with Facebook and Instagram being the dominant channels for impressions.

Conclusion

The Credit & Lending sector in Q1 2024 displayed robust digital engagement across leading brands. Credit Karma, Experian, and Affirm each leveraged their digital platforms effectively, with Sensor Tower's data providing critical insights into their cross-platform strategies. The ability to analyze web and app data alongside advertising trends underscores Sensor Tower's unique value in understanding digital consumer behavior.

For more detailed insights, explore Sensor Tower's Web Insights, App Performance Insights, and Pathmatics.