Leading Brands in the UK's Credit & Lending Sector: Q4 2024 Analysis

In Q4 2024, the UK's Credit & Lending sector saw significant activity from major players. This article highlights the performance of Klarna INC, ClearScore, and BarclayCard, examining their web and app presence, as well as advertising strategies. Sensor Tower's comprehensive data provides unprecedented insights into these trends, showcasing the power of cross-referencing web, app, and advertising data.

Klarna INC

Klarna is renowned for its 'buy now, pay later' services, offering flexible payment solutions. Its digital presence is robust, featuring its website, klarna.com, and the app Klarna | Shop now. Pay later..

• Audience Trends: From Q3 to Q4 2024, klarna.com witnessed a notable increase in monthly visits, peaking in November with approximately 9.6M visits. The monthly true audience saw a strong rise, reaching over 3.4M by December.

• App Engagement: The app's monthly active users rose sharply from 2.1M in October to over 2.3M in November, indicating heightened mobile engagement.

• Ad Spend & Channels: Klarna's monthly advertising spend peaked in November at over $2.4M, with significant impressions from Instagram and Facebook, demonstrating a focus on social media channels.

ClearScore

ClearScore offers free credit score checks and reports, empowering consumers to manage their financial health. Its digital footprint is anchored by its website, clearscore.com, and the ClearScore: Credit Score Check app.

• Audience Trends: The website maintained stable monthly visits, with a peak of 8M in November. The monthly true audience remained above 2.7M throughout Q4.

• App Engagement: The app saw a slight decline in monthly active users, from 1.9M in October to about 1.8M in December, suggesting a shift in user engagement.

• Ad Spend & Channels: Monthly ad spending decreased over the quarter, with December spending below $200K. Instagram and TikTok were key channels, reflecting a strategy targeting younger demographics.

BarclayCard

BarclayCard is a leading credit card provider, known for its extensive range of financial products. Its online presence is highlighted by barclaycard.co.uk and the Barclaycard app.

• Audience Trends: The website's monthly visits were relatively stable, with a slight increase to 6.8M in December. Monthly true audience figures hovered around 2M throughout Q4.

• App Engagement: The app's monthly active user base remained consistent, peaking at 1.5M in October.

• Ad Spend & Channels: BarclayCard significantly increased its monthly ad spend in December, surpassing $950K, with substantial impressions from Facebook and YouTube, indicating a diverse advertising strategy.

Conclusion

The Credit & Lending sector in the UK demonstrated dynamic trends in Q4 2024. Klarna, ClearScore, and BarclayCard each exhibited unique strategies in web and app engagement, as well as advertising. Sensor Tower's unparalleled data insights enable businesses to understand these cross-platform user behaviors and effectively strategize for future growth.

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