Merlin Case Study

Merlin Investor is a one-of-a-kind investment strategy company on a mission to empower retail investors to easily build and analyze their own investment portfolio to achieve personal financial independence.


Arrow 300% Increase in New User Signups
Arrow 50% MoM Increase in Conversion Rate
Arrow 515% Increase in Website Users

The NoGood team really helped the marketing momentum for a new fintech company like ours.

“The NoGood team’s approach to rapid experimentation, product-led growth, and performance branding was instrumental in Merlin’s growth. It was the team’s iterative mindset of developing experiments and testing things that really helped the marketing momentum for a new fintech company like ours.”

The Merlin Team

Who is Merlin?

Merlin Investor is a one-of-a-kind investment strategy company on a mission to empower retail investors to easily build and analyze their own investment portfolio to achieve personal financial independence. Through the Merlin Investor platform, users can visualize, analyze, compare and track various different individual investment  strategies. The ability to create and analyze personal investment strategies, and to track virtually any type of asset, along with inspiration widgets for investment ideas and customizable dashboards, set Merlin apart from its competitors. The easy-to-use financial freedom platform is designed to appeal to a new generation of investors.

Objectives

Brand:
Apply performance branding methodology to ensure sustainable growth

Conduct various creative experiments to gain insight and understanding of market response to the brand

Equip the core team with best practices to prepare for scaling

Build a trajectory for the next phase of growth

Develop user personas based on robust experiments to refine target audiences


Performance:
Demonstrate effective growth marketing strategies and profitability

Build a scalable marketing infrastructure and operation

Achieve tangible growth results based on subscribers and paying users
Identify and leverage multiple digital advertising channels to drive brand awareness and user acquisition
Deploy rapid experimentation across multiple channels to achieve product-market fit as part of the product launch strategy
Identify high-performing target locations and audiences
Identify conversion rate optimization opportunities across all digital channels

Challenges

Limited brand awareness in the hyper competitive and highly saturated space of retail investing, crypto and consumer fintech. 

Reaching high-intent audiences with an interest in investing and wealth tracking post iOS 14. 

Gaining trust from potential users with limited social or PR validation.

Increasing brand awareness while keeping low cost per sign-up across paid media channels.

Identifying Merlin’s unique value props and market differentiator that resonate most with various user cohorts.

Proactively gathering interest in the beta version of the investment strategy platform.

Squad

Queenie Leung

Sr. Growth Strategist

Theano Dimitrakis

Growth Strategist

Ayushi Gupta

Growth Marketing Manager

Scott Katz

Growth Designer


Services Provided

  • Growth Marketing Strategy & Execution
  • Paid Social Strategy & Execution
  • Paid Search strategy & Execution
  • Performance Branding Strategy
  • Search Engine Optimization
  • Conversion Rate Optimization
  • Website & Product Analytics & Visualization
  • Audience Hyper-Targeting
  • Growth design, UX, and copywriting

Approach

  1. Adopted Merlin’s brand to create a cohesive, consistent, and memorable experience across a variety of channels and acquisition journeys to improve brand recall and trust.

  2. Deployed rapid micro-experiments across multiple channels, messaging and acquisition journeys to determine key value propositions and high value markets.

  3. Implemented various CRO design and copy changes to educate the target audience and increase overall conversion rate.

  4. Built a performance branding matrix to experiment with a variety of value propositions and creatives to identify the messaging and visuals that connected with the audience the most and drove the highest conversions.

  5. Experimented with non-traditional marketing channels to meet Merlin’s target audience where they are.

Example of Creatives


nogood-merlin-fintech-marketing

Results

  • Increased new user signups by 300% in the first 5 months of our partnership.
  • Decreased cost per acquisition on all paid media platforms by more than 10% (MoM) by identifying successful value propositions and target audiences.
  • Increased website conversion rate by 50% (MoM) through iterative conversion optimization experiments.
  • Increased website users by 515% through paid and organic growth marketing.
  • Achieved a conversion rate 327% higher than industry-standard through rapid experimentation with creative testing and ad copy on Facebook Ads.
300% Increase in New User Signups
50% MoM Increase in Conversion Rate
515% Increase in Website Users
nogood-merlin-fintech-marketing

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