Pesto’s Fintech Evolution Engineered by Growthcurve
How strategic insights, targeted creativity, and precise optimisation helped Pesto redefine its approach to modern lending.
Background
Pesto is a fintech pioneer aiming to redefine credit access for the modern consumer. Unlike traditional lenders, Pesto allows a person to use their assets/valuables to make lending decisions.
When Pesto came to us, they faced a challenge familiar to a lot of innovative startups; effectively communicating this ground-breaking idea to the right audience.
With a crowded market and consumers accustomed to conventional credit products, Pesto needed a partner who could craft a message that resonated and drove the audience to take action. That’s where Growthcurve came in.
Our Mission
With a strong track record of helping fintech startups grow, we partnered with Pesto to help them stand out in a competitive credit market.
Our mission was to clearly communicate their innovative approach to credit and connect them with the right audience.
By combining in-depth audience insights with creative, data-driven campaigns, we focused on driving awareness, boosting sign-ups, and building meaningful engagement to support Pesto’s long-term growth.
Execution
First and foremost, it was important that we understood the ideal customer profile. We needed to uncover behavioural insights about people who would benefit the most from joining Pesto. To do this we conducted in-depth audience research, looking into data points such as:
Granular Audience Research
We conducted an in-depth analysis of Pesto’s ideal customer profile, diving into key data points such as demographics, income trends, employment industries, and motivational triggers. This enabled us to pinpoint behavioural patterns, identify digital touchpoints, and craft messaging that truly resonated with the target audience.
Platform-Specific Creative Development
Our creative team designed a range of high-impact visuals and content tailored to each platform. From static assets to dynamic ad formats, every element was informed by audience insights and optimised for performance. This approach tripled Pesto’s account sign-ups while reducing overall customer acquisition costs.
Precision A/B Testing
We implemented rigorous A/B testing across multiple platforms and the Pesto website. This included testing variations in copy, visuals, emotional tones, and even granular elements like asset positioning. The data-driven approach allowed us to refine campaigns in real-time, driving measurable improvements in click-through and conversion rates.
Ideal Customer Profile
To identify the people who would benefit most from joining Pesto, we conducted in-depth audience research. We looked at:
- Demographics
- Income trajectories
- Employment industries
- Life stages
- Interests
- Motivational triggers:
- Financial stressors
- Challenges with traditional credit
- Aspirations
- Motivational triggers:
- Online Behaviours
- Digital pathways:
- How users searched for financial solutions
- How users interacted with competitors
- Drop-off points in sign-up flows
- Digital pathways:
Landing Page & Optimisation
As part of our strategy, we designed and launched a brand-new landing page for Pesto to ensure the traffic we drove was converting as effectively as possible. This involved a deep dive into user behaviour and leveraging key fintech insights to create a design and messaging framework that resonated with the target audience. Through this process, we were able to refine every element of the landing page, optimising it for clarity, engagement, and action.
So, what happened?
Thanks to our data, we were able to almost guarantee that these would perform well - and sure enough they did. We tripled accounts, dropped cost and increased all round engagement thanks to this bit of data work.
Results and Impact
Our strategic approach with Pesto delivered impressive results, proving the power of combining deep audience insights, creative execution, and rigorous optimisation.
Acquisition Success
We helped Pesto significantly increase the number of new customers while driving down acquisition costs, enabling them to scale efficiently in a competitive market.
Increased Engagement
Through highly targeted campaigns and platform-specific creative, we drove a noticeable uplift in website traffic and user engagement across all channels. Tailored messaging ensured we captured and maintained audience interest at every stage of the funnel.
Increased Conversion Rates
We optimised the customer journey to dramatically improve conversion rates, ensuring we were driving more sign-ups efficiently while reducing drop-offs at every stage of the funnel.
