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PODCAST

Affiliate Marketing For Lenders

This Podcast is for consumer lenders who want to grow their affiliate marketing programs. It’s hosted by Carlos Caro, a successful marketing agency founder and former fintech executive. Prior to founding New Market Growth, Carlos was a General Manager and Head Of Business Development at Credit Karma, Head of Customer Acquisition at Caribou, and a former leader in Capital One’s credit card business. NMG focuses on helping lenders build and optimize affiliate programs, and Carlos is here to share

business marketing

All Episodes

01:02:33

E026 - Colin Gardiner, General Partner at Yonder...

Affiliate Marketing For Lenders ·

2025/04/15

We chat with Colin about how AI is changing marketplaces.His thesis: “The rise of agentic AI will transform marketplaces from passive aggregators to active facilitators of transactions.” To learn more, check out Colin’s take on how AI will revolutionize marketplaces: https://www.gardinercolin.com/p/ai-and-marketplaces-agent-led About Colin Gardiner Former economics/statistical researcher that now loves building sticky consumer facing products via iterative data-driven methods. Built products for

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51:48

E025 - Jason Steele, Credit Card and Award Travel Expert

Affiliate Marketing For Lenders ·

2025/04/09

We sit with credit card expert Jason Steele about what's happening behind the scenes in the industry. Jason shares how he went from tech work to becoming a respected credit card authority who writes for major publications and runs CardCon, the credit card industry conference. We discuss: The "Coupon Book Problem" - Premium cards are becoming more complex with endless small benefits ($6 at Dunkin', $10 off wireless) that frustrate consumers. Jason explains why this creates space for simpler card

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01:01:01

E024 - Tim Li, CEO at LendAPI

Affiliate Marketing For Lenders ·

2025/03/24

LendAPI lets you create application flows, credit decision engines, and complete lending products through simple drag-and-drop tools—all without hiring engineers or spending millions.You can build and launch lending products quickly and efficiently, then use a working product to raise venture capital. Even non-financial businesses like boat dealerships are using it to replace clunky Excel-based applications. Tim in unsually transparent as an early stage founder. He shared: $3.5 million in seed

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39:38

E023 - Guru Sethupathy, Founder & CEO at FairNow

Affiliate Marketing For Lenders ·

2025/03/18

In this episode, I catch up with my old Columbia PhD classmate Guru Sethupathy, founder of FairNow, an AI governance platform for financial services.About AI Governance: Involves three key components: Monitoring AI performance, explainability, and bias Ensuring compliance with financial regulations Establishing clear AI policies and procedures Why It Matters for FinTechs: Often viewed as a cost center but becomes a strategic advantage Becomes critically important during partner due

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39:56

E022 - Greg Cox, Group CEO at Quint Group (Monevo)

Affiliate Marketing For Lenders ·

2025/03/04

In this episode, we speak with Greg Cox, CEO of Monevo, to discuss their recent acquisition by TransUnion and how they're transforming credit offer distribution.Greg explains how Monevo serves as a technology layer connecting lenders and publishers, allowing lenders to distribute highly qualified credit offers to third-party websites and aggregators. The platform helps lenders target the right customers across multiple digital channels while improving conversion rates. Highlights: How Monevo's

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01:39:36

E021 - Rich Walker, Direct Mail Deep Dive

Affiliate Marketing For Lenders ·

2025/02/12

Rich Walker is a 35-year industry vet who’s been responsible for over 10 billion pieces of Direct Mail.Rich has led direct marketing teams at Capital One, the Winterberry Group, Deluxe Corporation, 2nd Order Solutions, and more recently, Aven. So we jumped at the opportunity to get his take on how lenders can leverage Direct Mail to grow their customer acquisition programs. We Discuss: 1️⃣ Why Direct Mail still matters -$3B in spend per year -The power of pre-screened marketing 2️⃣ Who should

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10:51

E20 - Congruence

Affiliate Marketing For Lenders ·

2025/02/04

What is Congruence? Aligning messaging from your ad, to your landing page, to your final conversion steps creates lift in your marketing funnel, reducing your CACs and increasing your customer acquisition volumes. It sounds elementary. Yet many organizations forget to do it.Today we dig into examples of marketing from Wells Fargo and Discover to illustrate what it means to be Congruent across your marketing funnel. The visuals from The Free Toaster Newsletter will

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28:44

E019 - Kevin Bennett, CEO at Further

Affiliate Marketing For Lenders ·

2025/01/27

We chat with Kevin Bennett, a successful entrepreneur who helped grow Caribou to a billion-dollar company. Now, he's back with Further, a platform focused on helping people afford their first homes. Kevin shares important lessons for early-stage founders and gives practical advice for growing a business.We Discuss: Product vs. Distribution: Kevin explains why both product development and getting your product to customers are equally important. Experimenting with Marketing: Kevin talks about the

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02:10

E018 - The Free Toaster Podcast (and Newsletter)

Affiliate Marketing For Lenders ·

2025/01/23

I just launched a new Podcast at the intersection of marketing, lending, and fintech. It includes everything you get on this show, plus more.(PS - If you're happy with Affiliate-only content, stay here. I'll keep publishing episodes I think will be relevant to you). Find the new show by searching "The Free Toaster" on your Podcast player, or by going here: https://thefreetoaster.podbean.com/ Please also check out the weekly Newsletter: www.thefreetoaster.com And, please check out our

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18:00

E017 - How New Balance's CMO Turned Around A 15-Year...

Affiliate Marketing For Lenders ·

2024/12/18

Carlos shares what he learned about brand marketing from New Balance's turnaround.TL;DR - For 15 years, New Balance watched its revenues decline. Consumers saw its sneakers as “dad shoes”—safe, comfortable, but uncool. Traditional direct-response marketing wasn’t reversing the trend. In April 2020, a new CMO, Chris Davis, arrived with a bold idea: flip the marketing mix from a 70% reliance on direct-response ads to a brand-led approach. It was a big gamble that took nearly 19 months to pay off,

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08:48

E016 - CPA Negotiations

Affiliate Marketing For Lenders ·

2024/12/09

Carlos riffs on why CPA negotiations are a waste of time and 9 other things you should know about the topic as someone new to the channel.Where to find Carlos: LinkedIn Twitter/X Find Us: Don't forget to subscribe and review our show. Contact the host at carlos@newmarketgrowth.com.

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49:21

E015 - Tomas Campos, CEO at Spinwheel

Affiliate Marketing For Lenders ·

2024/11/26

We sit with Tomas Campos, CEO at Spinwheel. Spinwheel’s product caught my attention because affiliate marketers could use their product to reduce the friction in their application processes. Timestamps: (00:00) Meet Tomas Campos, CEO of Spinwheel (02:30) Ideal customers and use cases (06:30) Success metrics (12:35) Challenges building the business (15:37) Partnering with lenders (22:41) Uplift from pre-filling application forms (28:12) What holds lenders back from buying (34:10) The NerdWallet

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42:22

E014 - David Nohe - Unpacking the CFPB's Rule 1033 on...

Affiliate Marketing For Lenders ·

2024/11/12

We sit with David Nohe, CEO of FinGoal, to discuss the CFPB’s Rule 1033 on Open Banking and the implications it has for bank marketers. Timestamps: (00:00) David Nohe, CEO of Fingoal (01:59) The 101 on CFPB Rule 1033 (09:32) Consumer consent (18:04) Future of subscription models (22:52) Funnel dynamics / friction (24:09) Credit bureau vs. open banking data (26:43) Why be concerned or optimistic (32:10) Banks' strategic opportunities (41:37) Wrap up and dinner bet Where to find

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17:06

E013 - Personalization - The Case For Building...

Affiliate Marketing For Lenders ·

2024/11/01

Personal finance platforms (like Credit Karma) are now at scale, with the ability to recommend products at the 1:1 user level. Further, they’re incentivized to recommend niche products that are highly customized to each user. Lending products, however, are designed for mass audiences. This disconnect presents a huge opportunity for lenders.Timestamps: (00:00) Why personalization matters (04:06) Hyper-niche lending products (05:37) Social media and niche content (08:43) Opportunities in financial

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45:40

E012 - Tim Hong, CPO at MoneyLion

Affiliate Marketing For Lenders ·

2024/10/22

Today we chat with Tim Hong, the Chief Product Officer at MoneyLion. He walks us through a partnership they’ve built with Plaid and other data providers to offer cash flow data at the marketing stage to lenders in the Engine marketplace. Timestamps: (00:00) Tim Hong, CPO at MoneyLion (04:06) The Engine marketplace (12:02) Open banking and UX (22:48) User permissioned data (25:15) Sharing bank credentials (27:25) Cashflow data in lending (31:09) Spark platform (37:20) Future of open banking (44:17)

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25:51

E011 - Cash Flow Underwriting

Affiliate Marketing For Lenders ·

2024/10/22

I’m starting to worry that we don’t have an economically viable way to distribute cash flow underwriting (CFU) products to consumers. In today’s episode, we discuss the opportunity and challenges CFU lenders will have in distributing their products through direct mail, paid search, and of course affiliates. Timestamps: (00:00) Introduction to Fintech and Cashflow Underwriting (01:21) The Article and Its Insights (02:38) AI-Generated Overview of The Petal Case Study (09:21) End of AI-Generated

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16:35

E010 - New Market Growth

Affiliate Marketing For Lenders ·

2024/09/24

Today, we discuss the backstory behind my marketing agency, New Market Growth. I’ll share my background working in affiliate marketing at a connected home startup, my experience working on credit cards at Capital One, my 4 years at Credit Karma, and how my experiences came together to form a services business for lenders.Timestamps: (00:00) What is New Market Growth (01:30) Early years in affiliate marketing (03:53) Credit Karma (06:50) My first business: legal services marketplace (09:10) Return

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23:04

E009 - Measurement

Affiliate Marketing For Lenders ·

2024/09/24

Today, we discuss high-level principles for your affiliate measurement (analytics) strategy. We’ll cover the 2 big questions your dashboards should be answering, we dig into 9 metrics you might not be watching, and we hit on the importance of connecting marketing stage and performance stage data. Timestamps: (00:00) True North (01:34) Driving questions (01:53) Delivering for your partners (04:26) Partners delivering for you (06:35) Combining data sources (09:34) Effective dashboards (16:49) 9 key

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21:12

Episode 008 - Common Struggles

Affiliate Marketing For Lenders ·

2024/09/18

Today, we discuss the most common reasons that lenders don’t hit their volume, account quality, and growth goals in the affiliate channel. Based on Carlos’ experience talking to lenders in his affiliate marketing agency, New Market Growth.Common struggles: Cross-functional dysfunction Model misalignment (Non)compliance Application friction Mispricing Access to big affiliates Concentration Cold starts Lack of differentiation CPA game Thinking it’s easy Timestamps: (00:00) Common

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44:53

E007 - Operational Maturity Pt 2

Affiliate Marketing For Lenders ·

2024/09/13

Today, we continue to discuss the 4 levels of Operational Maturity in affiliate marketing for lenders. We’ll go deep on 301 and 401 levels and wrap up with some tactical things you can do to land at the 401 level.Summary of the 4 levels: 𝟭𝟬𝟭 - 𝗧𝗿𝗮𝗻𝘀𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗹 We're focused on the volume of leads and the cost of acquisition. The rest of the operation looks a lot like affiliate programs in other industries. There's not much attention placed on the quality of accounts that we

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47 results

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