Leading Brands in US Credit & Lending: Q4 2024 Analysis

In the competitive landscape of credit and lending, understanding user engagement across platforms is crucial. Sensor Tower's comprehensive data provides unique insights into the performance of leading brands like Credit Karma, Experian, and Affirm from Q3 to Q4 2024. Here's a detailed look at their digital presence and trends.

Credit Karma, Inc.

Credit Karma is renowned for providing free credit scores and financial management tools. Its digital footprint includes its website, creditkarma.com, and the Intuit Credit Karma app.

• Audience Trends: The website maintained a stable monthly deduplicated audience, hovering around 14M to 17M unique visitors. A noticeable dip occurred in November, followed by a recovery in December. The app continued to attract over 30M monthly app-only visitors.

• App Engagement: Monthly active users for the app remained consistent, with numbers slightly above 14M in early Q4, rising to over 15M by December.

• Ad Spend & Channels: Credit Karma's monthly advertising spend showcased variability, peaking in July and November with amounts exceeding $6M. The OTT channel was prominent, delivering significant impressions across months.

Experian Mobile App

Experian, a global leader in consumer and business credit reporting, marks its digital presence with its website, experian.com, and the Experian app.

• Audience Trends: Experian's website saw a peak in August with over 21M unique visits, followed by a gradual decline. The app maintained a consistent monthly audience, with over 7M app-only visitors.

• App Engagement: The app's monthly active user base remained stable, with numbers fluctuating around 4M throughout Q4.

• Ad Spend & Channels: Advertising efforts were concentrated in July, with over $60K spent, primarily on Instagram and OTT channels. No significant ad spend was recorded in later months of Q4.

Affirm

Affirm, a pioneer in buy-now-pay-later solutions, boasts a robust presence with its website, affirm.com, and the Affirm app.

• Audience Trends: The website experienced growth in unique visitors, peaking in December with over 8M. The app also saw a steady increase in monthly app-only visitors, reaching over 7M by the end of the quarter.

• App Engagement: Monthly active users of the app remained stable, with figures around 3.5M to 3.8M throughout Q4.

• Ad Spend & Channels: Affirm's monthly ad spend surged in December, exceeding $2M, with significant investment in YouTube and OTT channels, leading to a substantial rise in impressions.

Conclusion

The Q4 2024 analysis highlights the dynamic engagement strategies of Credit Karma, Experian, and Affirm. Each brand shows unique patterns in audience interaction and advertising efforts. Sensor Tower's data, through its Web Insights, App Performance Insights, and Pathmatics offerings, provides an unparalleled view into these cross-platform behaviors, essential for understanding and navigating the competitive credit and lending market. This consolidated data empowers decision-makers with the insights needed to drive strategic growth and engagement.