Finder champions the finance sector at second performance marketing showcase

Founder APMA member Finder hosted their second Finance Affiliate Club (FAC) event in London, as the UK’s fastest-growing comparison site seeks to raise the profile of the finance sector with the performance marketing industry.

The second FAC event hosted two panels and a fireside chat with The APMA Founder, Kevin Edwards. This was the first opportunity for the wider industry to hear about The APMA. The session included a discussion about how the finance industry sees itself as separate from more mainstream affiliate marketing, with Edwards stating that compared to retail, the volume of finance affiliate programmes is relatively small, despite their comparative size which could explain the lower profile.

He also stated that the affiliate mix of finance campaigns meant it differed from retail which tends to dominate headlines. Edwards continued that the tech and telco sector had also developed in its own way but he had never considered them separate. He asked finance advertisers to get involved in the future direction of The APMA, ending with a call to action for them to define and engineer projects designed to raise the profile of their sector.

Panels discuss cost of living crisis

Two panels followed, one featuring advertisers, and the other publishers.

Topics covered included how the cost of living crisis had impacted the industry (more people buying pet insurance, fewer people seeking out mortgages) and how tracking was a fundamental and existential challenge. One panellist indicated that network tracking led to fewer sales, but the general view was that a drive for optimal tracking solutions in the face of cookie banners, mobile tech and adblockers needed to be a focus for the future viability of many affiliate programmes.

Finance Affiliate Club organiser and Head of Performance at Finder, Stephen Davis, asked for ongoing support from the finance community in expanding the event in 2024. He said: “The Finance Affiliate Club was launched this year with the objective of creating a space for the finance industry to share knowledge and network. The club is welcome to anyone operating in the finance affiliate space, we’re keen to make the club a collaboration across the industry, so we welcome input from anyone in the finance space to help create a club that helps push the industry forwards”.

If you’re interested in finding out more about The Finance Affiliate Club, you can visit their LinkedIn page.