Celebrating 4 Years With Plum 🎉

Join us on our mission to reshape the affiliate journey🚀

In this blog series, we're revealing how we drive incremental growth for our clients across a range of industries—from ecommerce and health & beauty, to fintech—spanning the US, Europe, and the UK. See firsthand how we turn affiliates and partnerships into the driving force behind the growth of ambitious brands.

Over the past four years, we've had the pleasure of partnering with Plum to elevate their affiliate program. What started out as a promising collaboration has grown into a long-standing success story, with Plum’s affiliate program evolving into a key growth channel. In this blog, we’ll take you behind the scenes, sharing how our tailored strategies, targeted partnerships, and data-driven approach have played a pivotal role in significantly scaling Plum’s affiliate channel.

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"After 4 years of working together, Growth HQ has managed to grow our affiliate marketing as one of our core acquisition channels for Plum in the UK - with the channel performance improving year on year. It has always been a pleasure to work together, the GHQ team are extremely flexible and reactive.”

- Kevin Debien, Head of Growth

‍Client Introduction

Plum are on a mission to make everyone financially better off! Plum is a financial super app that can help you save and invest money, manage your budget, and find a better deal on household bills. Launched in 2016, Plum now has over 2 million customers and is one of the most popular money saving apps in the UK.

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Key Objectives

Our primary objective was to scale and diversify Plum’s affiliate channel by engaging publishers across all stages of the funnel—bottom, mid, and top—while amplifying Plum’s core message of auto-saving and financial empowerment within the affiliate fintech community.

The ultimate goal was to drive significant growth and identify high-volume opportunities, positioning Plum’s affiliate program as a cost-effective and scalable customer acquisition channel. This approach aimed to not only deliver immediate results but also demonstrate long-term potential across a diverse range of publisher partnerships.

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Our Approach

To achieve Plum’s affiliate program growth objectives, we focused on targeting key verticals where Plum’s broad appeal and money-saving benefits could resonate with users. Here's how we approached it:

1. Influencer Partnerships: We onboarded influential creators, such as Nischa and Budgeting Mum Official, who creatively promoted Plum’s saving and investing tools through engaging content like savings challenges, driving meaningful program growth.
2. Comparison Savings Tables: We partnered with platforms like Moneysupermarket, Money.co.uk, and GoCompare to showcase Plum’s key offerings—Cash ISA and SIPP—unlocking high-volume visibility among target audiences.
3. Hero Partners: Collaborating with Money Saving Expert allowed us to scale growth through autosaving content and bespoke newsletter promotions tailored to Plum’s audience.
4. Mid-Funnel Review Sites: Featuring Plum on trusted review sites like The Times Money Mentor ensures users encounter authoritative commentary, reinforcing trust and credibility.
5. Bottom-Funnel Powerhouses: Cashback and display advertising partners like TopCashback, Oh My Dosh, and Quidco added significant scale by driving volume, especially for flagship products like the Cash ISA.

This multi-vertical approach ensured a balanced yet diverse strategy to scale Plum’s affiliate channel effectively.

‍Challenges

Working with fintech clients comes with a unique set of challenges, with compliance being the most critical. Ensuring all content is approved and inline with FCA regulations before going live is essential to guarantee publishers share accurate and reliable information with their audiences—an absolute must when representing fintech brands.

To address this, we implemented a rigorous process where all publishers are required to submit content for approval, keeping detailed records of every piece. Additionally, we closely monitor any new content going live to maintain compliance standards.

Thanks to our extensive experience with fintech brands, we’ve perfected this process, ensuring compliance is seamlessly integrated into our affiliate program management.

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Results

Since December 2020, we’ve achieved remarkable growth in Plum’s affiliate program. Registrations have increased by over 95% and we’ve generated more than 75 million clicks. We’ve also onboarded over 200 new partners, with 75% actively driving conversions.

These results highlight that our tailored, full-funnel strategy not only significantly grew Plum’s affiliate channel but also transformed it into a pivotal driver of overall business growth. It’s been an incredible 4 years working with Plum and we can’t wait to continue working with their team to keep growing their affiliate program! 

If you’re an ambitious fintech brand like Plum, in the early stages of launching your affiliate program or you’re facing challenges scaling your existing program, we can help. Get in touch with us for a free consultation with our industry experts and discover how we can help you take your affiliate program to the next level. Simply fill out our contact form to get started!