How we drove a 300% increase in sign-ups for a FinTech payments company in 12 months
We partnered with a FinTech payments company in Australia and New Zealand that was publishing content without a clear strategy and seeing little to no organic conversions. We built a full-funnel content strategy with a strong focus on middle and bottom-of-funnel content to drive qualified leads.
About the company:
The client is a B2B FinTech company operating in the payments space across Australia and New Zealand. They serve businesses that require reliable, compliant, and scalable payment solutions in a highly competitive market.
Industry
Finance
300%
increase in sign-ups
5.5×
growth in organic traffic
225%
increase in sign-ups from ChatGPT
The Problem
When we started working together, the client was struggling to generate organic conversions. Their content efforts were limited to publishing two to three blogs per month, with no overarching strategy or clear intent behind what was being created. There was no organic sales funnel, no alignment between content and product offerings, and no focus on driving qualified leads.
To make matters more challenging, they were competing against much larger players with over 4 million monthly visitors. Simply “publishing more content” wasn’t going to move the needle.
The Solution
We built a content strategy aligned closely with the client’s product offerings, customer pain points, and unique differentiators. Instead of chasing top-of-funnel traffic, we intentionally focused on middle and bottom-of-funnel content designed to drive sign-ups and revenue.
Our approach included:
Defining clear ICPs, USPs, and use cases to guide content decisions
Creating MOFU and BOFU content tailored to high-intent queries
Implementing a strong internal linking strategy to support conversions
Repurposing and regularly updating existing content to maintain performance
As a result, the client saw consistent growth, even during periods when competitors lost traffic following the rollout of AI Overviews. Year-on-year performance showed steep growth in 2025 compared to 2024, with the strongest gains coming from lower-funnel actions, not just traffic alone.
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