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February 2020
Case studies, statistics, research and recommendations are provided "ASIS" and intended for informational purposes only and should not be
relied upon for operational, marketing, legal, technical, tax, financial or other advice.
The actual costs, savings and benefits of any recommendations or programs may vary based upon your specific business needs and program
requirements. By their nature, recommendations are not guarantees of future performance or results and are subject to risks, uncertainties and
assumptions that are difficult to predict or quantify.
Stage3 is not responsible for your use of the information contained herein (including errors, omissions, inaccuracy or non-timeliness of any
kind) or any assumptions or conclusions you might draw from its use.
Stage3 makes no warranty, express or implied, and explicitly disclaims the warranties of merchantability and fitness for a particular purpose,
any warranty of non-infringement of any third party's intellectual property rights.
To the extent permitted by applicable law, Stage3 shall not be liable to a client or any third party for any damages under any theory of law,
including, without limitation, any special, consequential, incidental or punitive damages, nor any damages for loss of business profits, business
interruption, loss of business information, or other monetary loss, even if advised of the possibility of such damages.
$920,000
$930,000
$940,000
$950,000
$960,000
$970,000
$980,000
$990,000
$1,000,000
0%
5%
10%
15%
20%
25%
30%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Millions
$-
$50
$100
$150
$200
$250
$300
$350
$400
$450
$500
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Millions
TotalDeposits
$820,000
$840,000
$860,000
$880,000
$900,000
$920,000
$940,000
$960,000
$980,000
$1,000,000
$24,000
$25,000
$26,000
$27,000
$28,000
$29,000
$30,000
$31,000
Feb/18
Mar/18
Apr/18
May/18
Jun/18
Jul/18
Aug/18
Sep/18
Oct/18
Nov/18
Dec/18
Jan/19
Feb/19
Mar/19
Apr/19
May/19
Jun/19
Jul/19
Aug/19
Sep/19
Oct/19
Nov/19
Dec/19
Jan/20
Millions
Millions
MarketDeposits
BendigoDeposits
Source: APRA Monthly ADI Statistics
• Interesting to see deposits holding flat over the holiday period, with little
changing in total market share
• Xinja’s big splurge on their savings account mid-Jan resulting in a decent
spike in balances
• Will wait and see if Volt follow suit and buy balances as well. It’s the Milk
Wars of the banking world!
• Bendigo continues to grow strong compared to market, growing at 11.6%
since the launch of up versus 7.6%
$1,680,000
$1,690,000
$1,700,000
$1,710,000
$1,720,000
$1,730,000
$1,740,000
$1,750,000
$1,760,000
0%
5%
10%
15%
20%
25%
30%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
MillionsTotalLoans
$-
$10
$20
$30
$40
$50
$60
$70
$80
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Dec-20
Millions
Source: APRA Monthly ADI Statistics
• We are seeing the big 4 (sans CBA) being impacted on their lending books more
than deposits
• Given the start of the markets, it will be interesting to see if we see the same
rush back to the security of the big 4 that we saw during the GFC
• Strong market growth as well, but again, will be interesting to see if lending
catch the Coronavirus
• Judo taking off like a rocket while Numbers eases into their role as a lender
• Volt and (particularly) Xinja are all about deposits… for now we hope
$35,500
$36,000
$36,500
$37,000
$37,500
$38,000
$38,500
$39,000
$39,500
$40,000
$40,500
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Millions
$82,000
$84,000
$86,000
$88,000
$90,000
$92,000
$94,000
$96,000
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Millions
• Really disappointed (for the industry… not consumers) with the sharp
decline in balances in Jan
• The market should have been hoping to retain some from the peak
spending period
• Credit Cards were on the decline prior to BNPL with more people opting for
debit, but BNPL has put a fire under it
• Have added in “other” personal lending (largely Personal Loans) to see if
the banks were doing a better job of maintaining outstanding balances
there. Or better yet, Credit Card balances were being shifted to fixed term
debt.
• But no.
Source: APRA Monthly ADI Statistics
$550,000
$555,000
$560,000
$565,000
$570,000
$575,000
$580,000
$585,000
$590,000
$595,000
$600,000
0%
5%
10%
15%
20%
25%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Millions
$745,000
$750,000
$755,000
$760,000
$765,000
$770,000
$775,000
$780,000
$785,000
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Dec-20
Millions
$-
$200
$400
$600
$800
$1,000
$1,200
$0
$10
$20
$30
$40
$50
$60
$70
$80
Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Millions
Millions
Tyro Payments Limited (deposits) Judo Bank Pty Ltd (deposits)
Tyro Payments Limited (lending) Judo Bank Pty Ltd (lending)
Source: APRA Monthly ADI Statistics
• Trying to Commercial Deposits and Lending interesting but failing
• The Tyro vs. Judo battle is much more interesting though, with a decline in
deposit balances from Judo
• Judo’s lending growth is still very strong and sitting at 0.13% market share
Source: Google; SEMRush
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
0
500
1,000
1,500
2,000
2,500
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Thousands
Thousands
Direct Referral Search Social Paid Total Visits
Desktop Mobile Branded Non-Branded
Visits 3.3m
Unique Visitors 2.3m
Pages per Visit 2.46
Avg. Visit Duration 6:24
Bounce Rate 57.15%
0
50,000
100,000
150,000
200,000
250,000
Facebook Twitter Instagram YouTube
0
2
4
6
8
10
12
Facebook Twitter Instagram Youtube
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Facebook Twitter Instagram YouTube
0
5,000
10,000
15,000
20,000
25,000
30,000
Facebook Twitter Instagram YouTube Reddit
Likely Ads are
driving this
traffic
Source: Google; SEMRush
0
5
10
15
20
25
30
35
40
45
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Thousands
Direct Referral Search Social Paid
0
10
20
30
40
50
60
70
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Thousands
Desktop Mobile Branded Non-Branded
Up 17.34%
86400 4.13%
Judo 0%
Xinja 0%
Crypto.com 0%
Volt 0%
Source: Google; SEMRush
Male Female 18-24 25-34 35-44
45-54 55-64 65+
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
• revolut
• revolut australia
• revolut card
• revolut bank
• revolut uk
• revolut card australia
• revolut referral link
• revolut crypto
• revolut press
• revolut monthly limit
• revolut
• revolut australia
• revolut card
• revolut bank
• revolut uk
• revolut monthly limit
• revolut nfc pay android
• free bank account ireland
• revolut free card
• revolute pair
Source: Google; SEMRush
Probably because they don’t have an AFSL and
therefore can’t issue new cards Jackie.
Still could use the platforms to grow the waitlist
0
100
200
300
400
500
600
700
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Thousands
0
50
100
150
200
250
300
350
400
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Thousands
Direct Referral Search Social Paid
Desktop Mobile Branded Non-Branded
Monzo 11.07%
Starling 9.53%
Monese 2.25%
N26 2.89%
Crypto.com 0.26%
Atom Bank 0.37%
Source: Google; SEMRush
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
45,000
50,000
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
• revolut
• revolut card
• revolut business
• revolut bank
• revolut metal card
• revolut apple pay
• revolut careers
• revolut card uk
• revolut metal
• revolut business account
• revolut
• n26
• revolut card
• monese
• revolut business
• revolut business
• revolut bank
• n26
• n26 card
• online bank account
Male Female 18-24 25-34 35-44
45-54 55-64 65+
Source: Google; SEMRush
Source: Google; SEMRush
• A lot of investment in Facebook & Instagram
• 65 Ads/24 Creatives
• All bottom of the funnel App Install
• All appear to be using Dynamic Creatives, allowing
Facebooks hefty ML algorithm to do the heavy lifting
• As a result, creatives are either Video or Static
Source: Facebook
0
1,000
2,000
3,000
4,000
5,000
6,000
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Thousands
0
20
40
60
80
100
120
140
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
Thousands
Direct Referral Search Social Paid
Desktop Mobile Branded Non-Branded
Monzo 8.65%
Green Dot 6.18%
N26 6.18%
Netspend 1.18%
Chime 0.63%
Crypto.com 0%
Source: Google; SEMRush
0
500
1,000
1,500
2,000
2,500
3,000
Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20
• revolut
• revolut card
• revolut usa
• revolut bank
• revolut careers
• revolut uk
• revolut app
• revolut business
• revolut apple pay
• revolut ltd
• revolut
• create a revolut account
• revolut bank malta
• irish business bank account
• revolut uk business
• revolut suisse
• business banking ireland
• revolut portugal
• uk business bank account for non
residents
• business banking uk
Male Female 18-24 25-34 35-44
45-54 55-64 65+
Source: Google; SEMRush
Personal Referral
Landing Page
Source: Google; SEMRush
ADI Market Share & Revolut Marketing Teardown
ADI Market Share & Revolut Marketing Teardown
ADI Market Share & Revolut Marketing Teardown
ADI Market Share & Revolut Marketing Teardown

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ADI Market Share & Revolut Marketing Teardown

  • 2. Case studies, statistics, research and recommendations are provided "ASIS" and intended for informational purposes only and should not be relied upon for operational, marketing, legal, technical, tax, financial or other advice. The actual costs, savings and benefits of any recommendations or programs may vary based upon your specific business needs and program requirements. By their nature, recommendations are not guarantees of future performance or results and are subject to risks, uncertainties and assumptions that are difficult to predict or quantify. Stage3 is not responsible for your use of the information contained herein (including errors, omissions, inaccuracy or non-timeliness of any kind) or any assumptions or conclusions you might draw from its use. Stage3 makes no warranty, express or implied, and explicitly disclaims the warranties of merchantability and fitness for a particular purpose, any warranty of non-infringement of any third party's intellectual property rights. To the extent permitted by applicable law, Stage3 shall not be liable to a client or any third party for any damages under any theory of law, including, without limitation, any special, consequential, incidental or punitive damages, nor any damages for loss of business profits, business interruption, loss of business information, or other monetary loss, even if advised of the possibility of such damages.
  • 3.
  • 4. $920,000 $930,000 $940,000 $950,000 $960,000 $970,000 $980,000 $990,000 $1,000,000 0% 5% 10% 15% 20% 25% 30% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions $- $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions TotalDeposits $820,000 $840,000 $860,000 $880,000 $900,000 $920,000 $940,000 $960,000 $980,000 $1,000,000 $24,000 $25,000 $26,000 $27,000 $28,000 $29,000 $30,000 $31,000 Feb/18 Mar/18 Apr/18 May/18 Jun/18 Jul/18 Aug/18 Sep/18 Oct/18 Nov/18 Dec/18 Jan/19 Feb/19 Mar/19 Apr/19 May/19 Jun/19 Jul/19 Aug/19 Sep/19 Oct/19 Nov/19 Dec/19 Jan/20 Millions Millions MarketDeposits BendigoDeposits Source: APRA Monthly ADI Statistics • Interesting to see deposits holding flat over the holiday period, with little changing in total market share • Xinja’s big splurge on their savings account mid-Jan resulting in a decent spike in balances • Will wait and see if Volt follow suit and buy balances as well. It’s the Milk Wars of the banking world! • Bendigo continues to grow strong compared to market, growing at 11.6% since the launch of up versus 7.6%
  • 5. $1,680,000 $1,690,000 $1,700,000 $1,710,000 $1,720,000 $1,730,000 $1,740,000 $1,750,000 $1,760,000 0% 5% 10% 15% 20% 25% 30% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 MillionsTotalLoans $- $10 $20 $30 $40 $50 $60 $70 $80 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Dec-20 Millions Source: APRA Monthly ADI Statistics • We are seeing the big 4 (sans CBA) being impacted on their lending books more than deposits • Given the start of the markets, it will be interesting to see if we see the same rush back to the security of the big 4 that we saw during the GFC • Strong market growth as well, but again, will be interesting to see if lending catch the Coronavirus • Judo taking off like a rocket while Numbers eases into their role as a lender • Volt and (particularly) Xinja are all about deposits… for now we hope
  • 6. $35,500 $36,000 $36,500 $37,000 $37,500 $38,000 $38,500 $39,000 $39,500 $40,000 $40,500 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions $82,000 $84,000 $86,000 $88,000 $90,000 $92,000 $94,000 $96,000 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions • Really disappointed (for the industry… not consumers) with the sharp decline in balances in Jan • The market should have been hoping to retain some from the peak spending period • Credit Cards were on the decline prior to BNPL with more people opting for debit, but BNPL has put a fire under it • Have added in “other” personal lending (largely Personal Loans) to see if the banks were doing a better job of maintaining outstanding balances there. Or better yet, Credit Card balances were being shifted to fixed term debt. • But no. Source: APRA Monthly ADI Statistics
  • 7. $550,000 $555,000 $560,000 $565,000 $570,000 $575,000 $580,000 $585,000 $590,000 $595,000 $600,000 0% 5% 10% 15% 20% 25% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions $745,000 $750,000 $755,000 $760,000 $765,000 $770,000 $775,000 $780,000 $785,000 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Dec-20 Millions $- $200 $400 $600 $800 $1,000 $1,200 $0 $10 $20 $30 $40 $50 $60 $70 $80 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Millions Millions Tyro Payments Limited (deposits) Judo Bank Pty Ltd (deposits) Tyro Payments Limited (lending) Judo Bank Pty Ltd (lending) Source: APRA Monthly ADI Statistics • Trying to Commercial Deposits and Lending interesting but failing • The Tyro vs. Judo battle is much more interesting though, with a decline in deposit balances from Judo • Judo’s lending growth is still very strong and sitting at 0.13% market share
  • 8.
  • 9. Source: Google; SEMRush 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 0 500 1,000 1,500 2,000 2,500 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Thousands Direct Referral Search Social Paid Total Visits Desktop Mobile Branded Non-Branded Visits 3.3m Unique Visitors 2.3m Pages per Visit 2.46 Avg. Visit Duration 6:24 Bounce Rate 57.15%
  • 10. 0 50,000 100,000 150,000 200,000 250,000 Facebook Twitter Instagram YouTube 0 2 4 6 8 10 12 Facebook Twitter Instagram Youtube 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Facebook Twitter Instagram YouTube 0 5,000 10,000 15,000 20,000 25,000 30,000 Facebook Twitter Instagram YouTube Reddit Likely Ads are driving this traffic Source: Google; SEMRush
  • 11.
  • 12. 0 5 10 15 20 25 30 35 40 45 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Direct Referral Search Social Paid 0 10 20 30 40 50 60 70 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Desktop Mobile Branded Non-Branded Up 17.34% 86400 4.13% Judo 0% Xinja 0% Crypto.com 0% Volt 0% Source: Google; SEMRush
  • 13. Male Female 18-24 25-34 35-44 45-54 55-64 65+ 0 200 400 600 800 1,000 1,200 1,400 1,600 1,800 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 • revolut • revolut australia • revolut card • revolut bank • revolut uk • revolut card australia • revolut referral link • revolut crypto • revolut press • revolut monthly limit • revolut • revolut australia • revolut card • revolut bank • revolut uk • revolut monthly limit • revolut nfc pay android • free bank account ireland • revolut free card • revolute pair Source: Google; SEMRush
  • 14. Probably because they don’t have an AFSL and therefore can’t issue new cards Jackie. Still could use the platforms to grow the waitlist
  • 15.
  • 16. 0 100 200 300 400 500 600 700 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands 0 50 100 150 200 250 300 350 400 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Direct Referral Search Social Paid Desktop Mobile Branded Non-Branded Monzo 11.07% Starling 9.53% Monese 2.25% N26 2.89% Crypto.com 0.26% Atom Bank 0.37% Source: Google; SEMRush
  • 17. 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 • revolut • revolut card • revolut business • revolut bank • revolut metal card • revolut apple pay • revolut careers • revolut card uk • revolut metal • revolut business account • revolut • n26 • revolut card • monese • revolut business • revolut business • revolut bank • n26 • n26 card • online bank account Male Female 18-24 25-34 35-44 45-54 55-64 65+ Source: Google; SEMRush
  • 19. • A lot of investment in Facebook & Instagram • 65 Ads/24 Creatives • All bottom of the funnel App Install • All appear to be using Dynamic Creatives, allowing Facebooks hefty ML algorithm to do the heavy lifting • As a result, creatives are either Video or Static Source: Facebook
  • 20.
  • 21. 0 1,000 2,000 3,000 4,000 5,000 6,000 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands 0 20 40 60 80 100 120 140 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Thousands Direct Referral Search Social Paid Desktop Mobile Branded Non-Branded Monzo 8.65% Green Dot 6.18% N26 6.18% Netspend 1.18% Chime 0.63% Crypto.com 0% Source: Google; SEMRush
  • 22. 0 500 1,000 1,500 2,000 2,500 3,000 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 • revolut • revolut card • revolut usa • revolut bank • revolut careers • revolut uk • revolut app • revolut business • revolut apple pay • revolut ltd • revolut • create a revolut account • revolut bank malta • irish business bank account • revolut uk business • revolut suisse • business banking ireland • revolut portugal • uk business bank account for non residents • business banking uk Male Female 18-24 25-34 35-44 45-54 55-64 65+ Source: Google; SEMRush