Back to work

Ratesetter – ​Linking Creative to Real-Time Demand in Peer-to-Peer Finance

May 1, 2025 & Mike Teasdale
Brief

RateSetter was one of the first peer-to-peer lending and investment platforms. Their goal was to grow investor numbers while keeping cost per acquisition low. However, their marketing was anchored to static messaging – and wasn’t reflecting a key motivator: real-time interest rates that moved daily.

The opportunity? Use digital media to capture investor attention at the precise moment returns looked most attractive.

+34% increase in new investors

Strategy

We applied a dynamic, real-time strategy built around our Receptivity framework – identifying moments when investor interest was likely to peak and designing creative to match that mindset.

We integrated RateSetter’s live interest rate feed into the Google Ads API, so that when investor returns rose above a defined threshold:

  • Fresh ad copy launched automatically

  • Messaging reflected the day’s most compelling rates

  • Urgency was created around time-sensitive value

This allowed us to shift from static campaign execution to a responsive system that aligned message, timing and user intent in real time.

Cost per acquisition halved
Results

From Jan to June, the campaign delivered:

  • +34% increase in new investors

  • +25% improvement in conversion rates

  • Cost per acquisition halved

The dynamic rate-matching approach delivered consistent performance improvements – proving that even in a low-data environment, high-impact marketing is still possible when you match the message to the moment.

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

Our goal was to rebuild trust and performance in a new market by leveraging persona-led planning, resulting in an 83% reduction in cost per acquisition and a 75% increase in average loan value.

Next Project