Portfolio Example · Alternative short-term consumer lending
Alternative Short-Term Lending Experience
Engagement snapshot
- Business model
- B2C financial services: direct-to-consumer lending via paid search acquisition
- Industry
- Alternative short-term consumer lending
- Capabilities
- Conversion Optimization, Personalization
Business context
Alternative short-term consumer lending · B2C financial services: direct-to-consumer lending via paid search acquisition · Mid-Market.
The decision we made
Guided Decision-Making
Helping prospects understand and trust the loan terms of a safer, more affordable payday-loan alternative, personalized by geolocation, while competing against other lenders through paid search
What this teaches
A payday-loan alternative competing on paid search couldn't win prospect trust with claims about being "safer and more affordable" alone. The fix was an interactive comparison tool letting prospects put their own existing loan and payment details side by side with the company's proposed terms, personalized by geolocation.
How we would apply AI today
Today, AI would accelerate the conversion optimization work behind this engagement: synthesizing evidence about the complex decision-making pattern faster, drafting audience-specific page and message variants for review, and learning from what visitors actually do so the next iteration is better-informed. Expert judgment still decides what to test and what the evidence actually means; AI speeds up the work, it doesn't replace the decision.
Who this fits
This approach is useful when:
- Financial products positioned as a safer or more affordable alternative to an incumbent, distrusted category (e.g., payday loans)
- Lenders or financial services acquiring via paid search where the purchase decision requires comparing terms against an existing product