The Situation
The platform was growing, but the unit economics were deteriorating. Paid CAC had risen 35% year-on-year as competition in the European retail investment space intensified. Churned users from paid channels were dragging LTV down. The product was genuinely good — the problem was reaching people who would engage with it seriously.
The Turning Point
Lars wrote a LinkedIn post disagreeing with a popular personal finance influencer's advice on index fund timing. It was direct, backed with data, and slightly controversial. It reached 140,000 people organically and generated 2,300 profile visits in a week. Several converted to signups that week.
What We Did — And Why
The content strategy was built around Lars's existing conviction: demystifying investing for people who felt excluded by financial jargon. Three weekly content formats — the opinion piece, the market explainer, and the behind-the-scenes platform update — gave the audience a reason to follow consistently. The employee advocacy programme amplified reach by training the team to engage genuinely rather than share corporate posts.
Our Approach
- 1.CEO-led LinkedIn content: 3 posts per week on investing myths, market explainers, and honest discussions of platform decisions — written in first person, educational tone.
- 2.Weekly 'Monday Markets' content series: a simple, jargon-free summary of what happened in markets that week and why it matters to a first-time investor.
- 3.Employee advocacy programme: 12 team members trained to engage authentically, extending organic reach without paid amplification.
The Results
31k combined LinkedIn followers in 10 months. 2,800 signups directly attributed to LinkedIn. CAC fell from €87 to €49 as organic became a meaningful acquisition channel. LinkedIn-acquired users had 3.2x higher LTV than paid channel users — they came in already educated, already trusting.
In Their Own Words
“The best marketing for a financial product is the founder showing they actually understand money — and are willing to share that understanding for free.”