Tide Business

Tide Business

2019 - 2023

2019 - 2023

Fintech

Fintech

Drove +44% Customer Growth for the UK’s Leading Digital Business Bank

Drove +44% Customer Growth for the UK’s Leading Digital Business Bank

Tide is the UK’s leading digital banking platform for SMEs — offering free, easy-to-open business accounts trusted by 520,000+ sole traders, freelancers, and LTD companies.

Tide is the UK’s leading digital banking platform for SMEs — offering free, easy-to-open business accounts trusted by 520,000+ sole traders, freelancers, and LTD companies.

Key Results

Key Results

+44% customer growth in 18 months (from 360,000 active users to 520,000)

+44% customer growth in 18 months (from 360,000 active users to 520,000)

£500K+ yearly ad spend managed under CPA target

£500K+ yearly ad spend managed under CPA target

Challenges

Challenges

Post-iOS14, Tide Business saw its CAC spike and tracking break.
The Meta account lacked structure, creative testing was minimal, and app and web campaigns were mixed — capping both scale and efficiency.


Solution

Actions

1. Restructured media setup for scalability

  • Followed Meta (Facebook) post-iOS14 best practices: consolidated campaigns, broadened audiences, and separated web vs. app funnels to maximize scalability for each.

  • Ran iterative audience testing across UK regions to identify pockets of qualified user growth.

  • Supported the launch and scaling of multiple product campaigns (invoicing, expense tracking, loans) using repeatable testing and optimization systems.

2. Built the performance creative foundation

  • Designed and launched the first performance creative testing system directly with the CMO.

  • Expanded the creative pipeline across static, video, and creator formats — including cost-saving, feature-led, and testimonial-style assets.

3. Provided cross-team execution and strategic alignment

  • Acted as the central strategic and execution partner across three internal media buyers.

  • Aligned campaigns, troubleshooted technical issues, and ensured consistent performance standards across teams.

Static Ad Creatives

Testimonial

Testimonial