Driving 42% Growth at Aspiration
Background
Aspiration is a mission-driven fintech offering climate-conscious banking. Our growth efforts needed to scale user acquisition efficiently while reinforcing the brand’s sustainability ethos.
Strategy at a Glance
42% YoY new customer growth via enriched targeting and optimized creative
34% YoY LTV:CAC improvement using UTM + household data to inform bidding
100M+ trees funded through improved downstream user quality
Acquisition Channels
Funnel Stage | Primary Channels | Role |
Awareness | OOH (Transit & Billboards), YouTube, Snapchat | Build trust and introduce climate-driven banking |
Consideration | Meta (Instagram Video), Reddit, Programmatic (TTD) | Educate with testimonials, sustainability messaging |
Conversion | Google & Apple Search Ads, Meta Link Ads, Snap Ads | Drive app installs, debit card signups, and deposits |
Retention | In-app messaging, email flows, influencer UGC | Activate climate-linked features (tree funding, roundup) |
Audience Targeting Tactics
Created lookalike models from top 10% most-engaged users by transaction data
Enriched 1P data using Oracle Data & Experian, layering in income and location
Applied geo-bid adjustments to lean into states with higher opt-in tree impact
Aligned creative dynamically by demographic to align with regional values
Attribution & LTV Strategy
Used value-based bidding across Meta and Reddit based on modeled LTV segments
Built custom SKAdNetwork mapping in Apple Search Ads to track source-level ROAS
Partnered with data science team to adjust bids by CAC-to-LTV ratio by campaign
Leveraged Segment + Adjust for real-time MMP insights into install quality
Key Outcomes
+42% YoY new customers
+34% improvement in LTV:CAC
100M+ trees funded through climate-positive actions
Takeaways
Enriched 1P data gave us edge in acquisition efficiency
UTM-to-LTV modeling helped us prioritize spend across channels