Fair Finance
Responsibilities
PPC || SEO
The Client
Fair Finance is a London-based social enterprise and direct lender on a mission to tackle financial exclusion. Founded in 2005 and regulated by the FCA, the business provides affordable personal loans of up to £3,000 to consumers who are often overlooked by mainstream lenders, basing decisions on current affordability rather than credit history alone. With 75% of customers living in the most deprived areas of the UK, Fair Finance operates at the intersection of commercial sustainability and genuine social impact.
Fair Finance engaged Digiconomy to grow online loan applications from consumers actively seeking affordable borrowing alternatives, while ensuring every pound of marketing spend aligned with the organisation’s ethical lending principles.
We delivered a focused acquisition strategy combining Google PPC and SEO. Within 12 months, this approach generated a 545% increase in attributable revenue while reducing acquisition costs by nearly a third.
To ensure marketing investment was directed where it mattered most, we built tracking and attribution that connected ad clicks and organic visits to completed, funded loans, giving the team confidence that growth was both profitable and responsible.
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Increase in Revenue
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Cost Optimisation
ROI
The
Objectives
Scale Affordable Loan Applications
Significantly increase the volume of qualified loan applications generated through search, reaching more of the financially excluded consumers Fair Finance exists to serve.
Ensure growth was measured against funded loans rather than raw traffic or form submissions, maintaining alignment between marketing performance and the organisation’s social mission.
Compete Visibly Against High-Cost Lenders
Build search visibility in a space dominated by payday lenders and high-cost credit providers, positioning Fair Finance as a credible, affordable alternative at the exact moment consumers were searching for borrowing options.
Ensure all advertising and content met FCA financial promotion requirements while clearly communicating Fair Finance’s ethical lending model.
The Strategy
A precision search strategy designed to reach financially excluded borrowers at their point of need, position Fair Finance as a trusted alternative to high-cost credit, and scale applications without compromising the organisation’s values or commercial efficiency.
High-Intent Search Capture
Target the specific search terms used by consumers seeking affordable loans, small personal loans, and alternatives to payday lending, capturing demand at the moment borrowing intent was strongest.
Authority-Led SEO
Build organic visibility and topical authority around financial inclusion, affordable borrowing, and responsible lending, creating a sustainable source of qualified traffic that reduced long-term dependence on paid media.
Mission-Aligned Optimisation
Optimise campaigns around funded loan volume and cost per acquisition rather than vanity metrics, ensuring that commercial growth directly supported Fair Finance’s goal of reaching more underserved borrowers.
The Campaign
Google PPC campaigns were structured around borrower intent, targeting consumers searching for affordable personal loans, bad credit options, and alternatives to high-cost lenders. Ad copy balanced FCA compliance with clear messaging around Fair Finance’s ethical model and no-fee structure.
SEO built lasting organic visibility for affordable borrowing and direct lender terms, establishing Fair Finance as an authoritative voice in a space dominated by high-cost providers.
Closed-loop tracking connected every click to a funded loan outcome, ensuring optimisation decisions were grounded in real commercial and social impact.
Free Site & Market Audit
We will analyse your website against the performance of the main competitors in your niche, providing you with a breakdown of the changes we’d recommend along with examples of the traffic potential for your business.