An agile collaboration
When United Fintech invests in other Fintech companies, they take great care that the companies are not "eaten". The founders behind it have enormous knowledge in their field, which United Fintech would like to retain: "We give the companies an opportunity to keep their own company and identity within our "house". And that is a bit unique.”
The need for help with SEO therefore applied not only to United Fintech as a company, but also to their portfolio companies, which can occasionally be a challenge: “I had a talk with Henning (Head of SEO InboundCPH) about, for example, an insurance company, which may only have 10 specific keywords. I have almost 10 keywords for each company, so I have maybe 40 (for now). Therefore, it is a little more difficult for me to say; this is all i need. Because I really want to make sure that they are all found at something they can do. Of course, it's not always easy. But that is the way we have chosen to do it.”
The collaboration between United Fintech and InboundCPH therefore requires a certain agility, as United Fintech does not know when they are buying new companies or how many: “We made our contract with Martino (Senior Digital Advisor InboundCPH) in due course, and usually you have some standard contracts that you follow. But because our business model is so different, we made 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 itself has started to rank on page 1 on Google, on 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 this is because of the relatively complex topics in the industry: "Competitors don't know what SEO is, nor do they know what Google Ads is. They have heard of Facebook, but they don't know that you can advertise through Facebook. So in that way the competition isn't that tough - it's more about identifying where we need to hit."
The potential for creating visibility for United Fintech and their portfolio companies is therefore great. It's all about marketing them correctly, which is a journey InboundCPH is lucky enough to be a part of. According to Casper, there is still a long way to go and a lot to work on:
"Now we have created a foundation that is about reaching out broadly, and must now focus even more on hitting slightly more long-tail keywords, which are more niche focused, where we can really get some value for money. So the collaboration is not going to stop just yet".