Project Overview

Credit Karma Money is the banking arm of Credit Karma, offering free online checking (“Spend”) and savings (“Save”) accounts, plus tools to help build credit — all within the Credit Karma app. Launched in late 2020, we fashioned targeted campaigns to drive adoption and engagement among existing Credit Karma users.

Our Approach

As a new service launch, we focused on activating existing Credit Karma users to switch to Credit Karma Money by highlighting key benefits that resonate deeply: early payday access, cash rewards through “Instant Karma” (a feature reimbursing purchases), and fee-free access to a vast ATM network.

Our creative approach was rooted in clear, benefit-driven messaging that showcased real value while maintaining the approachable, trustworthy tone Credit Karma is known for. We developed and executed high-volume, fast-turnaround brand and performance marketing campaigns spanning email, social media, digital, video, sponsorships, and website creative — ensuring a consistent, multi-channel presence.

Designed to Convert, Built for Scale: Reintroducing Credit Karma Money

Beyond traditional performance marketing (emails, paid social on Facebook, TikTok, Instagram, Twitch), we refreshed the brand’s visual direction and launched campaigns announcing new product features with bold, fresh visuals and messaging that tied back to Credit Karma’s signature TV spots.

This cohesive strategy blended brand storytelling with direct response tactics, driving strong adoption and engagement among an audience already primed to trust and value Credit Karma’s offerings.