Leading Brands in the U.S. Credit & Lending Category: Q2 2024 Insights

Introduction

In the rapidly evolving Credit & Lending category, three brands stand out in the United States for their robust digital presence: Credit Karma, Inc., Experian, and Affirm. Utilizing Sensor Tower's comprehensive data, we explore the performance and trends of these leading brands across their websites and apps from Q1 to Q2 2024. Sensor Tower provides unparalleled insights into web, app, and advertising data, crucial for understanding cross-platform user behavior.

Credit Karma, Inc.

Credit Karma's digital footprint is significant, featuring its website, creditkarma.com, and the Intuit Credit Karma app.

• Audience Trends: The website saw fluctuations from Q1 to Q2, with visits peaking in March at over 151M before dropping to around 101M in June. The monthly true audience remained consistent, hovering around 48M to 54M.

• App Engagement: The app maintained a stable monthly active user base, with active users ranging from 32M to 34M, indicating steady engagement.

• Ad Spend & Channels: Credit Karma's monthly ad spend varied, with a high of nearly $3.9M in January, primarily through OTT channels, which delivered the most impressions.

Experian

Experian's online presence includes its website, experian.com, and the Experian app.

• Audience Trends: The website experienced growth, with visits increasing from around 99M in January to over 106M in June. The monthly true audience also saw a rise, reaching approximately 25M by June.

• App Engagement: The app's monthly active users showed a slight increase, moving from 8.9M in January to nearly 9.7M in June.

• Ad Spend & Channels: Experian's monthly ad spend was highest in January at over $2M, with OTT being the dominant channel for impressions.

Affirm

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

• Audience Trends: The website showed a steady increase in visits, reaching over 33M by June. The monthly true audience consistently exceeded 12M throughout the period.

• App Engagement: The app's monthly active users remained stable, fluctuating slightly around 8.8M to 8.9M.

• Ad Spend & Channels: Affirm's monthly ad spend peaked in February at over $500K, with Facebook and Instagram being the primary channels.

Conclusion

In Q2 2024, Credit Karma, Experian, and Affirm demonstrated strong digital strategies, with each brand achieving significant reach and engagement across their platforms. Sensor Tower's unique cross-referencing of web, app, and advertising data provides invaluable insights into these trends, empowering stakeholders to make informed decisions in the competitive Credit & Lending landscape. Sensor Tower's data-driven approach offers a strategic advantage for decision-makers looking to capitalize on market opportunities.