Leading Credit & Lending Brands in Q1 2024: A Sensor Tower Analysis

Introduction

The Credit & Lending category in the United States is a dynamic landscape, with several brands making significant strides in their digital presence. In Q1 2024, Sensor Tower's comprehensive data reveals the performance of leading brands such as Credit Karma, Inc., Experian, and Affirm. This article delves into their audience trends, app engagement, and advertising strategies, offering a detailed cross-platform analysis.

Credit Karma, Inc.

Credit Karma stands out with its robust digital ecosystem, featuring the creditkarma.com website and the Intuit Credit Karma app.

• Audience Trends: From Q4 2023 to Q1 2024, creditkarma.com experienced a significant increase in visits, rising from approximately 90M in October to over 151M by March. The monthly true audience consistently exceeded 47M, peaking at about 54M in March.

• App Engagement: The Intuit Credit Karma app maintained a stable monthly active user base, with active users increasing from 32M in October to over 34M in March. This highlights a strong mobile presence.

• Ad Spend & Channels: Credit Karma's monthly ad spend peaked in January, reaching approximately $3.9M, with significant impressions delivered via OTT and desktop display channels.

Experian

Experian's digital footprint includes the experian.com website and the Experian app.

• Audience Trends: The website saw a steady increase in visits, from around 86M in December to over 103M in March. The monthly true audience remained above 21M, with a notable peak in February.

• App Engagement: The Experian app's monthly active users fluctuated slightly, starting at 9.4M in October and stabilizing around 9.3M by March.

• Ad Spend & Channels: Experian's monthly ad spend spiked dramatically in January at over $2M, with OTT being a significant channel, delivering substantial impressions.

Affirm

Affirm's presence is marked by the affirm.com website and the Affirm: Buy now, pay over time app.

• Audience Trends: Visits to affirm.com fluctuated, beginning at 25M in October and climbing to over 31M by March. The monthly true audience consistently hovered around 10M.

• App Engagement: The Affirm app saw a rise in monthly active users, increasing from 7.2M in October to approximately 8.7M in March, indicating growing mobile engagement.

• Ad Spend & Channels: Affirm's advertising efforts were most pronounced in February, with monthly ad spend exceeding $500K, primarily through Instagram and Facebook.

Conclusion

The first quarter of 2024 showcased the distinct strategies and growth trajectories of Credit Karma, Experian, and Affirm in the Credit & Lending category. Sensor Tower’s unparalleled data insights, encompassing web, app, and advertising metrics, provide a comprehensive view of these brands' market dynamics. For businesses seeking detailed cross-platform user behavior analysis, Sensor Tower remains the go-to source for actionable insights.

For more detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics.