Trim Case Study

The Situation

A product millions loved.
No engine to scale.

Trim had 2M+ users and a strong product suite: subscription cancellation, bill negotiation, and high-yield savings. But marketing ran in-house with no systematic paid media infrastructure. Down-funnel CPA sat at $22 to $25 with no path lower.

No tracking

No full-funnel attribution in place. No way to measure down-funnel CPA or optimize beyond surface-level metrics.

Legacy landing page

Unoptimized multi-step flow with redundant form fields, poor mobile experience, and no A/B testing framework.

Ad hoc creative

No structured creative pipeline. No systematic testing cadence. Performance creative was an afterthought.

Minimal affiliates

Affiliate channel barely stood up. No publisher-level monitoring, no premium placement negotiation.

The Work

Full-stack acquisition.
Built from zero.

Phase 01

Full-Funnel Instrumentation

Before any spend went live, Growthr instrumented the entire funnel: land, click, signup, Free Trial, Bank Account Connect, paid subscription. Every event verified across Google Ads, Facebook, and internal analytics. Down-funnel CPA optimization from day one.
Phase 02

Site Rebuild and Conversion Architecture

New Webflow landing page replaced the legacy multi-step flow with an email-gate to OAuth bank-connect sequence. Redundant fields removed, CTA hierarchy simplified, mobile rebuilt from scratch. A/B tests run through Google Optimize, tracked via Heap Analytics.
Phase 03

Weekly Creative Sprints

New UGC-style video and static concepts every 7 days, evaluated on down-funnel CPA, not CTR. Losers paused immediately, winners iterated. Phone-shot UGC hooks with benefit-first captions consistently outperformed polished brand creative. CTR on winning formats ran 3x above static baselines.
Phase 04

Scale and Cohort Optimization

Daily bid reviews against CPA targets. Optimization event shifted progressively from Free Trial to Bank Account Connect as data matured. 91.3% of BAC users converted to paid trial, making it the north-star metric. Budget split by age, HHI, device type, and OS.

Channel Breakdown

Four engines.
One acquisition machine.

Google Search Search

Non-brand intent capture on subscription cancel, bill negotiation, and related queries. Broad match with aggressive negative matching. Mobile vs. desktop device-split optimization.

$4.06 best CPA on signup event

Meta Social

Interest and lookalike prospecting, CBO structure, Special Ads Category compliance for financial products. Android-only campaigns and desktop/mobile split testing.

$13 top creative CPA

Affiliates CPA

CPA-based payouts across Fluent, SheIsMedia, AragonAds, Chime, Varo, TapJoy, and Brigit. Premium placement negotiation. Publisher-level fraud monitoring.

$4/BAC TapJoy peak efficiency

Email / CRM Lifecycle

BAC drip with 71% open rate and 36% CTR. Abandoned Cart sequence with 97%+ CVR from first open. Lifecycle architecture built around bill negotiation and bank-connect milestones.

18.3% BAC drip CVR

Results

Metrics that drove
an acquisition

From $5K/month to $50K+/week at peak, ROAS held above 100% throughout. Every dollar of spend was traceable to a down-funnel event. 30+ ad batches, audience segments, and bidding structures were built and handed off as a durable operational asset.

4×

Spend Scaled

126%

ROAS Sustained

2M+

Total Sign-Ups

10×

CPA Reduction

Outcome

Growth story.
Acquisition exit.

Acquired by OneMain Financial

Trim was acquired by OneMain Financial. Growthr's performance work, a diversified multi-channel acquisition engine with documented unit economics, contributed to the growth story that supported the acquisition. ROAS held above 100% as spend scaled 4x, demonstrating that efficiency was not tied to low volume. 30+ ad batches, audience segments, and bidding structures were handed off as a durable operational asset.

→

T

Trim Leadership

Trim (acquired by OneMain Financial)

Scaled 4× to 2M+ usersthen acquired