Leading Brands in Canada's Credit & Lending Sector: Q1 2025 Insights

Introduction

In the competitive landscape of Canada’s Credit & Lending sector, certain brands have distinguished themselves by attracting significant monthly audiences across their digital platforms. This article explores the performance of three leading brands—Credit Karma, Inc., Affirm, and Koho Financial Inc.—from Q4 2024 to Q1 2025. Leveraging data from Sensor Tower's comprehensive suite, we delve into audience trends, app engagement, and advertising strategies.

Credit Karma, Inc.

Digital Presence

Credit Karma’s digital presence is robust, featuring its website, creditkarma.com, and the Intuit Credit Karma app.

• Audience Trends: The website experienced fluctuations in visits, with a notable dip in February 2025 to approximately 3.6M visits monthly, followed by a rebound in March to over 4.6M. The monthly true audience remained stable above 1.4M throughout Q1 2025, with web-only visitors consistently outnumbering app-only visitors.

• App Engagement: The app’s monthly active users hovered around 800K during Q1 2025, with a slight increase in March to approximately 845K, indicating steady mobile engagement.

• Ad Spend & Channels: Credit Karma's advertising efforts were minimal, with a minor monthly spend in March 2025 on Instagram, generating 23K impressions.

Affirm

Digital Presence

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

• Audience Trends: Visits to affirm.com peaked in December 2024 at over 3.3M before declining to 2.5M in March 2025. Monthly true audience numbers remained robust, exceeding 570K in Q1 2025, with a balanced distribution between web and app users.

• App Engagement: The app’s monthly active user base grew to about 276K in January 2025, stabilizing around 247K by March, reflecting consistent user interest.

• Ad Spend & Channels: March 2025 saw a significant increase in monthly advertising spend, reaching over $124K, primarily on Facebook and Instagram, with over 33M impressions.

Koho Financial Inc.

Digital Presence

Koho's digital offerings include its website, koho.ca, and the KOHO: Canada’s Money App.

• Audience Trends: Koho.ca maintained stable visits throughout Q1 2025, averaging around 2M visits monthly. The monthly true audience surpassed 870K in March, with a strong preference for app usage over web.

• App Engagement: The app attracted a high number of monthly active users, peaking at 770K in February 2025, underscoring its popularity in the mobile market.

• Ad Spend & Channels: Koho's advertising strategy was aggressive, with over $600K spent monthly in February 2025, focusing on Instagram and Facebook, generating more than 153M impressions.

Conclusion

The data provided by Sensor Tower highlights the dynamic nature of the Credit & Lending sector in Canada. Each brand—Credit Karma, Affirm, and Koho—demonstrates unique strengths across web and mobile platforms. Sensor Tower’s unparalleled cross-referencing capabilities offer critical insights into these brands’ strategies, enabling stakeholders to make informed decisions. For more detailed insights, explore Sensor Tower’s Web Insights, App Performance Insights, and Pathmatics offerings.