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TL;DR
Several key learnings emerged throughout the mission.
- Private equity can be scaled digitally, provided the message is simplified. Contrary to common assumptions, it is possible to generate volume for a complex financial product, provided the offer is made accessible and inspired by consumer fintech codes.
- Server-side tracking is a prerequisite for high-performing financial campaigns. Implementing this technical infrastructure, although complex, proved necessary to make measurement reliable and optimize advertising algorithms over the long term.
- Webinars are an underrated acquisition lever. Webinar campaigns generated leads at a significantly lower CPL — between €4 and €5.80 — than classic campaigns, while helping qualify and educate prospects before platform registration.
Challenge / Objective
Fundora operated in a sector where digital acquisition was almost non-existent: traditional private equity players rely on closed networks and relationship-based approaches. The platform needed to prove that it was possible to generate qualified leads at scale for a complex financial product, while maintaining a profitable acquisition cost.
The challenges were multiple: identify the most scalable channels, structure a robust technical stack — server-side tracking, CRM connections, dashboards — and build a creative system capable of making an elitist-looking universe more accessible. The overall objective: quickly test several channel / audience / message / format combinations to find the best formula, with a launch planned for early September 2025.
Strategy
The strategy was based on intensive multi-channel testing, with a fast launch and continuous data-driven optimization.
A. Simultaneous activation of 4 acquisition channels
- Deployment of a diversified paid media setup to maximize touchpoints and identify the best sources of performance.
- Meta Ads activated around three objectives:
- Awareness
- Lead acquisition
- Retargeting
- Google Ads structured around:
- Search — generic and competitor queries
- YouTube
- Performance Max
- to capture both intent and discovery.
- TikTok Ads integrated to:
- Reach a younger audience
- Test short native formats
- X Ads added as a test phase to:
- Explore a less saturated channel
B. Implementation of tracking and performance management infrastructure
- Deployment of server-side tracking through sGTM and Stape.io to make measurement more reliable and maximize performance.
- Connection of Meta Ads, TikTok Ads, and Google Ads to this server-side architecture.
- Objective of this architecture:
- Bypass the limits of client-side tracking
- Improve the quality of data sent back to advertising algorithms
- Connection of HubSpot to advertising platforms to enable end-to-end tracking, from lead to conversion.
- Creation of a centralized dashboard — Datapad / Looker Studio — to monitor all campaigns in real time.
C. Creation of a creative corpus inspired by fintech best practices
- Building an advertising content strategy inspired by sector leaders:
- Robinhood
- Revolut
- Trade Republic
- Clubfunding
- Lydia
- Segmentation of video and visual creatives according to prospects’ awareness level.
- Adaptation of advertising messages to each stage of the funnel.
- Development of a landing page aligned with consumer fintech standards.
- Conversion optimization through:
- Reducing text volume
- Increasing the use of illustrations
D. Continuous optimization and tactical adjustments
- Weekly launch and analysis of campaigns to adjust performance.
- Optimizations implemented:
- Deactivation of underperforming combinations
- Reinforcement of performance pockets
- Addition of new creatives
- Testing of specific campaigns, especially webinars.
- Results observed on webinars:
- CPL between €4 and €5.80, considered promising.
Results
- 657 leads generated
- Average CPL of €20
- Pace of 22 leads/day
The mission validated the feasibility of digital acquisition in private equity and identified the levers to strengthen: creative optimization, scaling high-performing channels, and developing the webinar format.
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