Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

ADI Market Share & Revolut Marketing Teardown

105 views

Published on

Australian ADI Market Share and global marketing teardown of Revolut

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

ADI Market Share & Revolut Marketing Teardown

  1. 1. February 2020
  2. 2. Case studies, statistics, research and recommendations are provided "ASIS" and intended for informational purposes only and should not be relied upon for operational, marketing, legal, technical, tax, financial or other advice. The actual costs, savings and benefits of any recommendations or programs may vary based upon your specific business needs and program requirements. By their nature, recommendations are not guarantees of future performance or results and are subject to risks, uncertainties and assumptions that are difficult to predict or quantify. Stage3 is not responsible for your use of the information contained herein (including errors, omissions, inaccuracy or non-timeliness of any kind) or any assumptions or conclusions you might draw from its use. Stage3 makes no warranty, express or implied, and explicitly disclaims the warranties of merchantability and fitness for a particular purpose, any warranty of non-infringement of any third party's intellectual property rights. To the extent permitted by applicable law, Stage3 shall not be liable to a client or any third party for any damages under any theory of law, including, without limitation, any special, consequential, incidental or punitive damages, nor any damages for loss of business profits, business interruption, loss of business information, or other monetary loss, even if advised of the possibility of such damages.
  3. 3. $920,000 $930,000 $940,000 $950,000 $960,000 $970,000 $980,000 $990,000 $1,000,000 0% 5% 10% 15% 20% 25% 30% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions $- $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions TotalDeposits $820,000 $840,000 $860,000 $880,000 $900,000 $920,000 $940,000 $960,000 $980,000 $1,000,000 $24,000 $25,000 $26,000 $27,000 $28,000 $29,000 $30,000 $31,000 Feb/18 Mar/18 Apr/18 May/18 Jun/18 Jul/18 Aug/18 Sep/18 Oct/18 Nov/18 Dec/18 Jan/19 Feb/19 Mar/19 Apr/19 May/19 Jun/19 Jul/19 Aug/19 Sep/19 Oct/19 Nov/19 Dec/19 Jan/20 Millions Millions MarketDeposits BendigoDeposits Source: APRA Monthly ADI Statistics • Interesting to see deposits holding flat over the holiday period, with little changing in total market share • Xinja’s big splurge on their savings account mid-Jan resulting in a decent spike in balances • Will wait and see if Volt follow suit and buy balances as well. It’s the Milk Wars of the banking world! • Bendigo continues to grow strong compared to market, growing at 11.6% since the launch of up versus 7.6%
  4. 4. $1,680,000 $1,690,000 $1,700,000 $1,710,000 $1,720,000 $1,730,000 $1,740,000 $1,750,000 $1,760,000 0% 5% 10% 15% 20% 25% 30% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 MillionsTotalLoans $- $10 $20 $30 $40 $50 $60 $70 $80 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Dec-20 Millions Source: APRA Monthly ADI Statistics • We are seeing the big 4 (sans CBA) being impacted on their lending books more than deposits • Given the start of the markets, it will be interesting to see if we see the same rush back to the security of the big 4 that we saw during the GFC • Strong market growth as well, but again, will be interesting to see if lending catch the Coronavirus • Judo taking off like a rocket while Numbers eases into their role as a lender • Volt and (particularly) Xinja are all about deposits… for now we hope
  5. 5. $35,500 $36,000 $36,500 $37,000 $37,500 $38,000 $38,500 $39,000 $39,500 $40,000 $40,500 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions $82,000 $84,000 $86,000 $88,000 $90,000 $92,000 $94,000 $96,000 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions • Really disappointed (for the industry… not consumers) with the sharp decline in balances in Jan • The market should have been hoping to retain some from the peak spending period • Credit Cards were on the decline prior to BNPL with more people opting for debit, but BNPL has put a fire under it • Have added in “other” personal lending (largely Personal Loans) to see if the banks were doing a better job of maintaining outstanding balances there. Or better yet, Credit Card balances were being shifted to fixed term debt. • But no. Source: APRA Monthly ADI Statistics
  6. 6. $550,000 $555,000 $560,000 $565,000 $570,000 $575,000 $580,000 $585,000 $590,000 $595,000 $600,000 0% 5% 10% 15% 20% 25% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions $745,000 $750,000 $755,000 $760,000 $765,000 $770,000 $775,000 $780,000 $785,000 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Dec-20 Millions $- $200 $400 $600 $800 $1,000 $1,200 $0 $10 $20 $30 $40 $50 $60 $70 $80 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions Millions Tyro Payments Limited (deposits) Judo Bank Pty Ltd (deposits) Tyro Payments Limited (lending) Judo Bank Pty Ltd (lending) Source: APRA Monthly ADI Statistics • Trying to Commercial Deposits and Lending interesting but failing • The Tyro vs. Judo battle is much more interesting though, with a decline in deposit balances from Judo • Judo’s lending growth is still very strong and sitting at 0.13% market share
  7. 7. Source: Google; SEMRush 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 0 500 1,000 1,500 2,000 2,500 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Thousands Direct Referral Search Social Paid Total Visits Desktop Mobile Branded Non-Branded Visits 3.3m Unique Visitors 2.3m Pages per Visit 2.46 Avg. Visit Duration 6:24 Bounce Rate 57.15%
  8. 8. 0 50,000 100,000 150,000 200,000 250,000 Facebook Twitter Instagram YouTube 0 2 4 6 8 10 12 Facebook Twitter Instagram Youtube 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Facebook Twitter Instagram YouTube 0 5,000 10,000 15,000 20,000 25,000 30,000 Facebook Twitter Instagram YouTube Reddit Likely Ads are driving this traffic Source: Google; SEMRush
  9. 9. 0 5 10 15 20 25 30 35 40 45 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Direct Referral Search Social Paid 0 10 20 30 40 50 60 70 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Desktop Mobile Branded Non-Branded Up 17.34% 86400 4.13% Judo 0% Xinja 0% Crypto.com 0% Volt 0% Source: Google; SEMRush
  10. 10. Male Female 18-24 25-34 35-44 45-54 55-64 65+ 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 • revolut • revolut australia • revolut card • revolut bank • revolut uk • revolut card australia • revolut referral link • revolut crypto • revolut press • revolut monthly limit • revolut • revolut australia • revolut card • revolut bank • revolut uk • revolut monthly limit • revolut nfc pay android • free bank account ireland • revolut free card • revolute pair Source: Google; SEMRush
  11. 11. Probably because they don’t have an AFSL and therefore can’t issue new cards Jackie. Still could use the platforms to grow the waitlist
  12. 12. 0 100 200 300 400 500 600 700 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands 0 50 100 150 200 250 300 350 400 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Direct Referral Search Social Paid Desktop Mobile Branded Non-Branded Monzo 11.07% Starling 9.53% Monese 2.25% N26 2.89% Crypto.com 0.26% Atom Bank 0.37% Source: Google; SEMRush
  13. 13. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 • revolut • revolut card • revolut business • revolut bank • revolut metal card • revolut apple pay • revolut careers • revolut card uk • revolut metal • revolut business account • revolut • n26 • revolut card • monese • revolut business • revolut business • revolut bank • n26 • n26 card • online bank account Male Female 18-24 25-34 35-44 45-54 55-64 65+ Source: Google; SEMRush
  14. 14. Source: Google; SEMRush
  15. 15. • A lot of investment in Facebook & Instagram • 65 Ads/24 Creatives • All bottom of the funnel App Install • All appear to be using Dynamic Creatives, allowing Facebooks hefty ML algorithm to do the heavy lifting • As a result, creatives are either Video or Static Source: Facebook
  16. 16. 0 1,000 2,000 3,000 4,000 5,000 6,000 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands 0 20 40 60 80 100 120 140 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Direct Referral Search Social Paid Desktop Mobile Branded Non-Branded Monzo 8.65% Green Dot 6.18% N26 6.18% Netspend 1.18% Chime 0.63% Crypto.com 0% Source: Google; SEMRush
  17. 17. 0 500 1,000 1,500 2,000 2,500 3,000 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 • revolut • revolut card • revolut usa • revolut bank • revolut careers • revolut uk • revolut app • revolut business • revolut apple pay • revolut ltd • revolut • create a revolut account • revolut bank malta • irish business bank account • revolut uk business • revolut suisse • business banking ireland • revolut portugal • uk business bank account for non residents • business banking uk Male Female 18-24 25-34 35-44 45-54 55-64 65+ Source: Google; SEMRush
  18. 18. Personal Referral Landing Page Source: Google; SEMRush

×