Wealthsimple’s journey from start-up to scale-up provides a unique look at the role SEO can play in bringing a start-up to a billion-dollar valuation.
Wealthsimple is an online investment manager that combines user-friendly digital tools and personal financial advice to make investing available to everyone. With no minimum account minimums and low fees, they make investing simple and accessible. Wealthsimple’s story is marked by rapid growth; most recently, they achieved unicorn status after being valued at over $1 billion.
When Padraig first arrived at Wealthsimple, there was very little in place in the way of an SEO strategy and the company had a lot of technical debt related to SEO.
Fixing the company’s technical SEO shortcomings would be the first step before, building an SEO strategy and uncovering if SEO was a financially effective marketing channel.
OnCrawl was instrumental in identifying the extent of Wealthsimple’s technical SEO issues and in monitoring the corrections. It was easy to demonstrate that resolving these issues could have a rapid effect on the website’s ability to draw traffic and acquire customers.
In the past Wealthsimple had a content strategy that did not perform well. Padraig used OnCrawl to segment editorial content by type in order to evaluate the current state, and what needed to be done.
Wealthsimple’s growth is boosted in part through acquisitions made by the company. By using OnCrawl regularly, Padraig was able to assess acquired websites, to identify the content that adds business value for Wealthsimple, and avoid situations where less valuable content is being migrated and maintained.
Content strategy, coupled with a strong technical base, meant that SEO quickly became a successful channel to fuel Wealthsimple’s growth.
Today, Wealthsimple’s SEO brings in more traffic than any other channel—and at a lower cost per customer acquired.
From proving the value of SEO to sustaining fast-paced growth, OnCrawl has helped Padraig achieve his SEO goals as the company has gone from start-up to scale up.
“Three years ago when we got OnCrawl, SEO at Wealthsimple was not a channel. We had so many technical issues to solve, we really needed to get the basics in place before doing anything. SEO is now a massive channel: we went from essentially 0 to 1M+ million monthly visitors to our SEO hub in less than three years, while gaining customers.”