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Latest in FinTech: An Update on Ad Performance of Digital Financial Services Brands

February 25, 2022

In the last few years, FinTech, or technology used by businesses to enhance or automate their financial services operations, has grown rapidly, and many FinTech companies have increased their national television advertising.

Last year, Phoenix MI identified a few new, digital-only financial services brands with increased national television advertising. Using our industry-leading in-market measurement solution, Phoenix Brand Effect, we are able to see how well some of these brands’ advertising is resonating with consumers.

Chime leads the pack with their ad “RV Renovation,” which features a real Chime customer’s testimonial about the service. The straightforward narrative of this spot allows viewers to relate to the subject and provides consistent brand cues throughout.

Greenlight’s humorous storyline in “I’ll Take It” featuring Modern Family actor Ty Burrell shows viewers the extravagance of frivolous spending and, ultimately, the consequences. The ad, which debuted in the Super Bowl, delivered the best Brand Linkage of the group, with 85% of viewers able to recall the brand after remembering the ad. Greenlight is one of a few emerging fintech companies that focus on debit cards and mobile banking for kids to teach them about managing their money.

Another brand whose focus is on teaching kids about money management is GoHenry. While its ad “Debit Card for Kids-Mother and Son on GoHenry App” features appealing visuals and clear voiceover made the spot easy to remember, the lack of clear branding ultimately brought its Brand Memorability down to below average.

Interested to see how these ads performed on an overall campaign level?  Drop us a line!



Phoenix Brand Effect is the gold standard for in-market performance and can provide real-world, real-time, in-flight ad measurement to help you establish a baseline for future campaigns. Looking to bridge the gap between pre-market creative development and in-market tracking? Our newly-developed AdPi-Brand Effect Platform offers clients a seamless solution to maximize ad performance using creative diagnostics (AdPi®) to generate forward-looking estimates to understand your creative’s full in-market performance potential (Brand Effect).

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