Leading Credit & Lending Brands in the U.S.: Q4 2024 Insights

In Q4 2024, the Credit & Lending category in the United States experienced significant engagement from leading brands. This article delves into the performance and strategies of Credit Karma, Inc., Experian, and Affirm, highlighting their audience engagement and advertising tactics across websites and apps.

Credit Karma, Inc.

Credit Karma's digital footprint is impressive, with its website, creditkarma.com, and the Intuit Credit Karma app leading the charge.

• Audience Trends: From Q3 to Q4 2024, creditkarma.com experienced a decline in visits, dropping from over 104M in August to approximately 87M in December. The monthly true audience remained stable above 44M in December, with a significant portion accessing via the app.

• App Engagement: The app maintained a strong monthly active user base, hovering around 32M in December, indicating a robust mobile presence that slightly overshadowed web-only users.

• Ad Spend & Channels: Credit Karma's monthly advertising spend showed fluctuations, peaking in November at over $6.3M. OTT and desktop video channels were prominent, delivering substantial impressions.

Experian

Experian's online presence is anchored by its website, experian.com, and the Experian app.

• Audience Trends: Experian.com saw a decrease in visits from about 160M in August to 106M in December. The monthly true audience also declined, with December figures at approximately 22M.

• App Engagement: The app's monthly active users peaked in August at around 9.7M, before declining to 8.5M in December, reflecting a decrease in mobile engagement.

• Ad Spend & Channels: Experian's monthly ad spend was modest, with a notable spike in December, reaching over $130K. Snapchat was a key channel, contributing significantly to their impressions.

Affirm

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

• Audience Trends: Affirm.com showed a growth in visits, climbing from 39M in July to nearly 50M in December. The monthly true audience also increased, reaching over 15M by the end of the year.

• App Engagement: The app's monthly active users rose steadily, ending December with approximately 9.8M users, indicating a strong mobile user base.

• Ad Spend & Channels: Affirm's monthly advertising efforts peaked in December with spending over $2.6M, predominantly through YouTube and OTT channels, which drove high impressions.

Conclusion

The Credit & Lending sector in Q4 2024 showcased dynamic trends across leading brands. Sensor Tower's comprehensive data, including Web Insights, Pathmatics, and App Performance Insights, provides unparalleled insights into cross-platform user behavior. This data is crucial for brands aiming to understand and enhance their digital strategies.

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