Case Studies

Work that delivers results

Explore how strategic copywriting has helped leading FinTech companies achieve measurable growth.

YouLend | Embedded Finance

Widening access to capital

Working with leading embedded finance provider YouLend, I was tasked with creating a report that would distinguish them in the market and increase presence among investors and regulators.

Media Coverage

Featured in Fintech Times and FF News

Award Winner

FStech Awards 2024 Financial Inclusion

The Brief

We needed to discover the story behind YouLend's lending book. We engaged Experian to review over 100,000 funding instances to understand their demographics and impact. I was given an Excel sheet of data and my role was to turn this into a compelling story.

The Process

By reviewing third-party data from the British Business Bank, the FSB, BVA BDRC and more, I determined that YouLend carried a significant advantage in many areas, including lending to female entrepreneurs at 2X the national average, and over half of their loans going to disadvantaged areas of the country.

The Results

On publication, the stats were picked up by a range of publications. I also turned the report into a winning entry for the 'Financial Inclusion' FStech Award 2024.

YouLend Impact Report
iwoca SEO Results
iwoca | Small Business Lending

Delivering 40% more SEO traffic

Joining leading UK fintech iwoca, I worked with the Head of SEO to revitalise their SEO approach in a competitive and dynamic search market.

40%

Traffic Increase

6

Months

£300k+

New Loan Volume

The Challenge

After a period of inactivity on the SEO side of the business, iwoca was in danger of losing ground to competitors who were investing heavily in search.

The Approach

In what started as a short term engagement, I defined a new comprehensive content strategy, established a content creation process, and produced high-quality content targeting granular topics and new audiences.

The Results

I was able to deliver a measurable increase in traffic, conversions and revenue by expanding their content strategy, generating over £300,000 in new loan volumes. Today, I have built an external content team of four writers, who I manage, brief and edit, to scale iwoca's SEO output and drive more growth.

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