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Aion Bank – Rebuilding Trust and Performance in a New Market​

May 1, 2025 & Mike Teasdale
Brief

Aion Bank, a new pan-European digital bank, launched into the competitive Belgian market with ambitious growth targets. But despite a healthy media budget and a strong product set, early campaigns targeting current account signups struggled to gain traction.

Customer acquisition costs were high. Engagement was low. And traditional audience targeting offered little insight into what was really holding performance back.

-83% reduction in cost per acquisition​

Strategy

With attribution data limited and feedback loops slowing, we applied our Receptivity framework – a proprietary model that helps pinpoint the moments and messages audiences are most likely to respond to.

Belgium is complex: three distinct regions with different languages, cultures and financial behaviours. Using Receptivity insights, we built audience personas for each region and tested messaging to uncover creative sweet spots – where intent and relevance aligned.

Most importantly, we shifted focus away from generic banking services and instead gave people specific, tangible reasons to act. Rather than “open an account,” we tested messaging like “get a loan to build your home office” – and saw engagement soar.

We also ran uncapped campaigns so we could scale spend when performance surged – often near the end of the month – while keeping daily optimisations tight.

ROI grew from €1:€8 to €1:€35 in just 8 months
Results

  • -83% reduction in cost per acquisition

  • +75% increase in average loan value

  • +57% improvement in lead quality

  • ROI grew from €1:€8 to €1:€35 in just 8 months

By using our Receptivity framework to align creative, timing and targeting with real audience intent, we delivered the kind of responsive performance marketing that’s possible even in a low-attribution world.

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