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Radically Better Results

  • Featured in Econsultancy—Best practice case study

The Yard team were fantastic to work with. Their creative thinking, agile way of working and energy to succeed were clear from the start. The campaign had particular relevance at a time where the cost-of-living crisis was on everyone’s mind, plus longevity, as the team continued to find new opportunities to showcase the research over the course of a few months.

— Rosie French, Senior Marketing Communications Manager

Challenge

Wealthify is a leading fintech business with a disruptive brand purpose to empower anyone to build on their future wealth. The digital investment company exists to democratise investing for the masses regardless of their age or circumstance.

Keen to communicate their core message, they appointed Yard to help drive organic growth, build reach and referral traffic, whilst creating campaigns that capture the essence of their ambition for current and potential customers.

Action

With a focus on Wealthify's Junior ISA page, we created a campaign that surveyed 2,000 parents in the UK. Due to rising costs of education, housing and everything in between, the 'Bank of Mum and Dad' is being stretched to the limit. Our survey specifically found out what parents' priorities are when it comes to saving for their children and uncovered whether or not it's feasible for them to give the financial support they hope to.

The headline stats from our survey were that 45% of parents who earn more than the average UK salary (£25,971) feel that they don't earn enough to save for their children's future. We also highlighted that a fifth of the parents we surveyed feared that life would be harder for their children than it was for them, which is why they try to save.

These stats, alongside our cost of living being at an all-time high, also showed how topical our survey findings were.

Our campaign received links from high profile external site which improved Wealthify’s search visibility against its Junior ISA keywords. So far, we’ve received 92 pieces of coverage for this campaign in top tier media outlets such as i News, The Mirror, This is Money, Daily Express, and even Bride Magazine.

After Rishi Sunak announced his Spring budget, we continued with our outreach as family savings were high on the news agenda and received coverage on Radio Times as a result.

Change

  • 97 pieces of coverage so far
  • 57 links from high authority sites
  • 232.7% increase in organic traffic YoY to the junior ISA page
  • Links in top tier media outlets such as iNews, The Mirror, This is Money, Daily Express and Bride Magazine
  • Coverage on Radio Times
  • “Junior ISA” keyword ranking in position 6 – on the first page of Google for this term – up from position 19
  • 68% increase in search rankings