in consumer applications for financial services
Marketing & Creative Services
If Spider-Man was just a normal guy with a red and blue spandex suit, there would likely be less fans of his comic book. His superpowers are what make him “Spider-Man” rather than “Spider-Guy”, and content marketing is no different. The value of your content is its superpower and what makes it “content marketing” rather than just marketing.
Luckily, you don’t need to get bitten by a radioactive spider to create content with value—you just have to be concise with your intent and acknowledge what your audience is looking for when reading your content. At Even, we work collaboratively with our partners to generate engaging and actionable content, and we’ve learned a couple things along the way.
(Fact) Check Yourself Before You Wreck Yourself
With great power comes great responsibility. When someone reads your content, they’re assuming you’re an expert on the subject, so you should act the part. Don’t make bold assumptions or generalizations; use the power of “sources” to supercharge the point you’re trying to make. In fact, 90% of successful B2B marketers claimed to prioritize their audience’s information needs over their promotional message. Give your audience the factual information they’re looking for, rather than promoting your own agenda—it leads to a trust between yourself and the reader.
Especially when you’re writing on finance and financial services, it’s important to be compliant and follow the regulatory guidelines that exist to protect consumers. At Even, we utilize programmatic monitoring of content across our platform and an experienced compliance team to create a real-time and multi-tiered approach to ensuring all compliance guidelines are met across our content, the content of our partners, and the use of the Even platform. If you’re interested in building out an efficient compliance framework at your company, our Head of Compliance Jordan Smith has written a great post all about doing so.
Lastly, proofread what you’ve written. Your content isn’t a baseball card, and it won’t grow in value from having an error. Comb through the letters and syllables of your content and ensure there aren’t any grammatical or spelling errors. The difference between someone monetizing through your content could be as simple as “credit card” vs. “credit lard”—don’t let that “lard” ruin the health of the content you’re serving.
The Next Big Action Star
Think less of Daniel Craig and James Bond, and more of your reader and the reason they’ve clicked your content. Your reader is there to take action—maybe they’re in the market for a credit card and they can’t decide on which one, or maybe they’re planning a wedding and worried about the cost. They’ve entered your front door as your guests, don’t be rude—offer them something, or more specifically, offer them a solution to the problem or curiosity that led them to you.
This may be as simple as telling them what their next steps could be, for example: If they’re looking to improve their credit score, give them the steps necessary to improve their credit score. If you’re looking to bring that to the next level (and monetize in the process), you could utilize turnkey solutions Even provides to our many publishing partners that enable them to offer their users personalized financial services offers. With text links to custom branded financial services marketplaces and easily implemented embeds native in your content—we have an extensive suite of tools that could have you monetizing in minutes. So the next time someone is reading your content on how a personal loan could make that kitchen renovation easier, they can get matched with personalized loan offers native within your experience rather than leaving it. By providing your users the solution to their problem, while giving them the contextual content that empowers them to do so, you’re providing them value that will generate further brand loyalty over time.
Can You Hear Me Now?
The difference between your content and the content of your direct competitor is the fact that you’re writing it. In a world wherein it’s easier than ever to self-publish and position yourself as an expert as long as you have an internet connection and Google, it’s important to write content that is engaging and has a strong voice. Your writing voice is the combination of your tone, sentence structure, perspective, and more. Most importantly, though, it’s the stamp of what you're putting personally into your content that makes it yours. You don’t need to be an English major and understand the many nuances of poetic prose (though it’s helpful), rather, you just need to take your perspective and merge it with the point you’re trying to make with your audience.
If you were having a conversation with someone in person, you would sound like you, so why would your writing be any different? When our CEO/Founder Phill Rosen interviewed Kyle Taylor (CEO/Founder of The Penny Hoarder) during a fireside chat at FinCon2019, he also echoed that idea—“I think one of the things that worked about The Penny Hoarder, and one of the things we’re still trying to do today, is to create a space where people can have a conversation. The content in the early days was just my story, but it was very raw.” The Penny Hoarder was founded in 2010 by Taylor, has grown to over 12-17 million unique monthly readers, and is one of Even’s most collaborative and impactful partnerships. That growth can be contributed to a variety of factors, but the seed was first planted via Kyle’s unique voice.
Ready to Start Writing?
Content marketing is part-science (don’t forget to pay attention to SEO, analytics, and all the data tools you have at your disposal), and the rest is putting your fingers to the keyboard. The first step in writing good content is writing, and if you’re not doing that, the value of that content is immediately null and void. Once you’ve started that first step, you can start adding the above tips and tricks into the mixture and generate real value for your users. Make sure you’re fact and grammar checking your content, give it a spin with your unique voice, and of course, give your users actionable solutions to the problems they’re trying to solve. If you’re looking for a quick and simple way to add real-time financial services offers to your content, reach out to us and see how easy it is to plug into the Even platform. We have an extensive network of content publishers that partner with us, enabling them to maximize monetization and bring a whole new level of value to their content. We’re not superheroes or anything—we’re just your friendly neighborhood customizable platform for financial product offers.
Disclamer: The material provided on this site is not intended to provide legal, investment, or financial advice or to indicate the suitability of any Even Financial product or service to your unique circumstances. For specific advice about your unique circumstances, you may wish to consult a qualified professional. Any information or statistical data sourced by Even Financial through hyperlinks, from third-party websites, are provided for informational purposes only. Although we promote products and services form our partners, our opinions are our own.
in consumer applications for financial services
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"(...) generating some of the highest approval rates and conversion rates among our online acquisition partners. The transparency and focus on data have allowed us to drive consistent growth and success each month. "
" (...) a streamlined consumer experience, helping millennials with no collateral, budget, or saved money. Even’s impressive matching algorithms simplify the process of finding the best personal loans to meet your needs."
"(...) a truly modern and easy to use platform for the financial services marketing world. They make it easy to develop consumer friendly, innovative products in a space dominated by legacy platforms."
"(...) Their wide-reaching network and tech integrations bring in qualified, high-converting leads, and their team has been a pleasure to work with."
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Goldman Sachs-backed Even Financial, a digital matchmaker between banks and customers, just bought an insurance startup as life insurers are seeing policy applications boom
Even Financial has acquired LeapLife, a leading insurtech platform. The addition of LeapLife allows Even to immediately commence its insurance capabilities, aimed at simplifying and enhancing the way consumers search, compare, and get matched with insurance policies (LeapLife’s existing platform will continue to operate from leaplife.com). Business Insider wrote an article about it, interviewing our CEO and Founder Phill Rosen.
Even Financial Launches Insurance Offerings With Strategic Acquisition of LeapLife, a Leading Insurtech Platform
Pioneering B2B Fintech Expands its Industry-Leading Financial Services Monetization Platform to Help Insurance Carriers Find and Connect with Consumers New York, New York – April 22, 2020 – Even Financial (Even), the leading API for financial services search, acquisition, and monetization, announced today that it will be launching services for the insurance industry through the acquisition of LeapLife, an insurtech platform and digital life insurance agency. The addition of LeapLife allows Even to immediately commence its insurance capabilities, aimed at simplifying and enhancing the way consumers search, compare, and get matched with insurance policies (LeapLife’s existing platform will continue to operate from leaplife.com). Even and LeapLife now offer the only full end-to-end, multi-carrier digital life insurance marketplace experience. Over the coming weeks, Even will further integrate LeapLife’s technology and insurance offering into its industry-leading API, making turnkey insurance marketplaces programmatically available to a vast network of channel partners — when and where their consumers are most in need — while also enabling the company to expand to other insurance sectors, including homeowners, renters and auto insurance. This adds to Even’s peerless breadth of real-time, personalized financial product offers — an expansive suite that already includes loans, savings, credit cards, and more. “Even’s goal to evolve how financial institutions find and connect with consumers is not limited to loans or credit cards, but applicable to all financial products and services, including insurance,” said Phill Rosen, Even Founder and CEO. “Despite its importance, purchasing life insurance is often an overwhelming and inconvenient experience. With more than $600 billion in premiums paid each year, and only 6% of policies sold completely online, we see tremendous opportunities to help modernize the life insurance industry and offer solutions that solve challenges for consumers and carriers alike.” LeapLife is an established insurtech platform and digital life insurance agency that utilizes data science, deep underwriting knowledge, and proprietary technology, enabling consumers to apply for instant-decision life insurance policies with real-time quotes. LeapLife works with many best-in-class insurance carriers to offer consumers a seamless experience from beginning to end. This approach made Even and Leaplife a perfect match. As a digital insurance broker, LeapLife offers personalized life insurance recommendations based on a consumer’s unique needs. Paired with the Even API, which enables customer acquisition for insurance to be native and programmatic, consumers benefit from a more streamlined, transparent, and highly personalized experience when shopping for life insurance. Just as Even’s 2018 acquisition of Birch (the award-winning credit card rewards app) allowed the company to accelerate its expansion into credit cards, the addition of LeapLife will similarly put Even at the forefront of consumer insurance offerings. Charles Svirk of MassMutual Ventures, an investor in Even, said “The Even and LeapLife teams share a vision that the future of insurance acquisition will rely on the power of data-driven, programmatic distribution. We are thrilled to support them as their industry experience, impressive technology, and trusted relationships will help scale Even’s insurance offering and build partnerships to provide these critical innovations in insurance acquisition.” The Even API and platform solve significant, long-standing pain points in financial services acquisition by seamlessly connecting supply and demand. Even has continued its rapid growth trajectory in 2020, surpassing over $1.5 billion in credit issued through its API and expanding its platform to over 400 partners. Even has secured over $55 million in funding from major financial institutions, venture capital firms, and fintechs to back its goal to evolve the financial services acquisition ecosystem. About Even Financial Founded in 2015, Even Financial is a B2B fintech company that is transforming the way financial institutions find and connect with consumers. By seamlessly bridging financial institutions (including American Express, Goldman Sachs, and SoFi) and channel partners (such as TransUnion and The Penny Hoarder) via its industry-leading API, Even turns any consumer touchpoint into an ROI-driven, fully customizable, programmatic acquisition source for financial product offers with full compliance, security, and scale across loans, savings, credit cards, insurance, and more. Even is backed by leading financial services firms and VCs including American Express Ventures, Canaan Partners, Citi Ventures, F-Prime Capital (Fidelity), Greatpoint Ventures, Goldman Sachs, LendingClub, and MassMutual Ventures. Even is the leading search, comparison, and recommendation engine for financial services. Media Contact: email@example.com
Even CEO/Founder Phill Rosen quoted in Protocol Braintrust Newsletter
Our CEO and Founder Phillip Rosen was included in the most recent Protocol Braintrust newsletter along with answers from some thought leaders from Plaid, Slack, and DuckDuckGo!