An agile collaboration
When United Fintech invests in other Fintech companies, they make sure that the companies are not "eaten". The founders behind the companies have a huge amount of knowledge in their field, which United Fintech wants to retain: "We give companies an opportunity to keep their own business and identity within our 'house'. And that's a bit unique."
The need for SEO help was not only for United Fintech as a company, but also for their portfolio companies, which can sometimes be a challenge: "I had a chat with Henning (Head of SEO InboundCPH) for example, an insurance company that may only have 10 specific keywords. I have almost 10 keywords for each company, so I have maybe 40 (for now). So it's a bit harder for me to say; this is all I need. Because I really want to make sure that they all get found for something they do. Of course, it's not always easy. But that's the way we've chosen to do it."
The collaboration between United Fintech and InboundCPH requires a certain agility, as United Fintech does not know when they will buy new companies or how many: "We made our contract with Martino (Senior Digital Advisor InboundCPH) at the time, and normally you have some standard contracts that you follow. But because our business model is so different, we created a contract that could be adjusted on an ongoing basis."
Fintech company overtakes major competitor
Despite the relatively short collaboration between United Fintech and InboundCPH, one of their portfolio companies has overtaken a major competitor in the market: "The competitor has been around for many years, but already in one year, we have achieved a higher domain rating, higher ranking on keywords, more keywords and more traffic overall."
At the same time, United Fintech has started to rank on page 1 on Google for some of the most important keywords, which is exactly what they wanted from the collaboration.
An industry with great development potential
Many of United Fintech's competitors have never heard of SEO - Casper believes it's because of the relatively complex topics in the industry: "Competitors don't know what SEO is, they don't know what Google Ads is. They've heard of Facebook, but they don't know that you can advertise via Facebook. So, in that sense, the competition is not that tough - it's more about identifying where we need to strike."
The potential to create visibility for United Fintech and their portfolio companies is huge. It's all about marketing them correctly, which is a journey that InboundCPH is lucky enough to be a part of. According to Casper, there is still a long way to go and plenty to work on:
"Now we've built a foundation that's all about reaching out broadly, we're going to focus even more on targeting more long-tail keywords that are more niche-focused, where we can really get value for money. So the collaboration is not going to stop anytime soon."
