— CASE STUDIES
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Financial Services
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Freedom Finance
Financial Services
PE-Backed
Redesigning digital capability and ways of working to restore conversion growth
Diagnosing the root causes of a sustained conversion decline and embedding the teams and tools needed to reverse it – driving sales conversion from 2% to 8%.
OVERVIEW
Freedom Finance is a UK-based personal loans comparison platform. Following changes to its internal processes and lending panel, the business experienced a sustained decline in conversion rates with limited visibility into where customers were dropping out. Palladium was engaged to diagnose the root causes, redesign customer journeys and rebuild the operating model to restore growth.
THE CHALLENGE
Freedom Finance faced a compound problem. Conversion had fallen sharply, but the business lacked the data visibility to understand why or the organisational structure to act quickly once the causes were identified. Digital capability was constrained, making rapid iteration difficult, and there was no dedicated function focused on continuous digital improvement.
OUR APPROACH
Palladium conducted a quantitative funnel analysis combined with qualitative customer research to pinpoint friction across the customer journey. The full internal process landscape was documented, and both current and future-state customer journeys were mapped with detailed service design artefacts. Palladium then designed new innovation-focused teams and ways of working to enable faster experimentation and more responsive digital delivery, and established a digital innovations function with the mandate and capability to concept, test and deploy new solutions on an ongoing basis.
OUTCOMES
Conversion drop-off diagnosed
Diagnosed root causes of conversion drop-off through funnel analysis and customer research.
Process friction uncovered
Documented the full internal process landscape, highlighting friction impacting conversion.
Customer journeys reimagined
Defined current and future-state customer journeys supported by detailed service design artefacts.
Innovation teams designed
Designed innovation-focused teams and ways of working, enabling faster experimentation.
Digital innovation function launched
Established a digital innovations function to concept, test and deploy new solutions.
Sales conversion boosted
Increased sales conversion from 2% to 8% and enhanced lead and sales tracking to improve ROI visibility.
GET IN TOUCH
If your business is experiencing challenges similar to those featured in our case studies, or if you’re seeking expert guidance on complex transactions and value creation, we’re here to help. Get in touch with us today to discuss your unique situation and discover how Palladium Digital can support your goals.
2% - 8%
Sales conversion rate improvement
Through customer journey redesign and new ways of working
4x
Conversion rate increase
From baseline to post-transformation
New
Digital innovations function established
Ongoing capability for rapid experimentation and deployment
PROJECT DETAILS
SECTOR
Financial Services
CLIENT
Financial Freedom
BACKER
not disclosed
SERVICES
Design & Delivery
CAPABILITIES DEPLOYED
Sales, Marketing and Service Acceleration
Product & Technology
Strategy & Execution
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