Leading Brands in the U.S. Credit & Lending Category: Q1 2025 Insights

Introduction

In the competitive landscape of the Credit & Lending category, brands like Credit Karma, Experian, and Affirm continue to dominate with substantial monthly audiences across their websites and apps. This article, powered by Sensor Tower's comprehensive data insights, examines the performance and trends of these leading brands from Q4 2024 to Q1 2025.

Credit Karma, Inc.

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

• Audience Trends: The monthly true audience showed a steady increase, maintaining above 48M in Q1 2025. Website visits peaked in January with around 98M visits.

• App Engagement: The app saw robust growth, with monthly active users exceeding 36M by March 2025, indicating a strong preference for mobile engagement.

• Ad Spend & Channels: Monthly ad spending surged in March, with over $7.9M primarily via OTT and desktop video channels, achieving significant impressions.

Experian

Experian's reach is extensive, with its website experian.com and the Experian app maintaining solid performance.

• Audience Trends: The monthly true audience remained stable, with numbers consistently around 23M. Website visits saw a peak in January at approximately 116M.

• App Engagement: The app maintained a stable monthly active user base, with active users reaching about 9.2M by March.

• Ad Spend & Channels: A notable spike in monthly ad spend occurred in January, exceeding $1M, largely through Snapchat, delivering high impressions.

Affirm

Affirm showcases a strong performance with its website affirm.com and the Affirm: Buy now, pay over time app.

• Audience Trends: The monthly true audience increased steadily, surpassing 15M in March. Website visits remained stable, averaging around 43M monthly.

• App Engagement: Monthly active users grew to over 10.6M by March, reflecting a strong mobile user base.

• Ad Spend & Channels: Monthly ad spending peaked in December, with over $2.6M spent, primarily on YouTube, achieving extensive reach.

Conclusion

Credit Karma, Experian, and Affirm continue to lead the U.S. Credit & Lending category with robust digital strategies. Sensor Tower's unique cross-platform insights provide invaluable data, revealing critical trends and user behaviors across web and app platforms. This breadth of data is crucial for understanding and navigating the dynamic market landscape. By leveraging Sensor Tower's analytics, decision-makers can gain a competitive edge and strategically position their brands for success.