The Free Toaster

E025 - Marketplace Madness (Success in one affiliate doesn't guarantee success in another)

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I talk about a surprising case study where a lending product thrived in one affiliate marketplace but completely flopped in another. We explore the key differences between marketplaces that can dramatically impact performance and provide actionable insights for fintech marketers.

Key Insights
  • Don't assume success transfers between marketplaces: A product that works well with one affiliate partner may struggle with another due to fundamental marketplace differences.
  • Three critical marketplace variables to consider:
    • Algorithm differences
    • Competitive landscape variations
    • Offer presentation layer discrepancies
    • Strategic takeaways:
      • Consider designing different product versions for different channels
      • Expect varying unit economics across partnerships
      • Recognize that market share will naturally differ between platforms

        • *****

        A word from our sponsor, Spinwheel:

         

        Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!

        https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=may


        A word from our sponsor, New Market Growth:

         

        New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.


        Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.

        If you'd like help planning or implementing your affiliate marketing strategy, email us at [email protected]

         

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        The Free ToasterBy thefreetoaster