Case Studies


AI boosts Cleo’s US market growth

The Results

Our partnership with Cleo has propelled the popular UK Fintech app to prominence within the US financial services market, resulting in expanded awareness and coverage for Cleo on our publisher’s platforms. From this highly targeted content partnership, we achieved:


top-tier subscriptions driven


mid-tier subscriptions driven


new users acquired

About the Brand

Cleo is where AI meets money. Their proprietary AI tool turns the complexity of your financial life into a simple conversation. Engaging, trustworthy, and super smart, Cleo offers radically personal products and advice that actually put you first.

The Story

Cleo, a UK-based FinTech app, established market dominance in the UK but wanted to expand their global reach, starting with the financially savvy US market. Being a financial product, the Cleo team wanted to ensure that they could find a network that could host their entire program under one roof while maintaining the utmost level of compliance and partner excellence necessary for their products.

Rakuten Advertising, the leading affiliate network for the largest names in finance, helped Cleo find the right partners and grow their program while protecting their brand, keeping partners compliant, and outperforming their unique goals.

The Rakuten Advertising Solution

For a finance brand like Cleo, compliance is a requirement for a successful program. That’s why we offer Comprehensive Compliance, a solution that leverages the power of AI and human expertise to help our FinServe clients minimize risk and grow revenue. Our features include real-time monitoring, anomaly detection, and a product monitoring dashboard; all created to allow financial advertisers to find the perfect partners and keep their affiliate programs compliant and profitable.

We helped Cleo build a bespoke publisher recruitment strategy, placing content partnerships at the forefront. We extensively tested a CPC payout partnership versus a traditional CPA structure to remain competitive within the content space while allowing us to test and learn. By using a CPC structure for this campaign, we were able to achieve expanded awareness and ongoing coverage of Cleo.

Rakuten Advertising has been a great help in establishing our Affiliate program, the service level we've received from their team has been far greater than previous partners.

Sam Vinden
Head of Growth Marketing at Cleo

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