Harmoney is changing traditional lender/borrower relationships with an online marketplace finance model that connects people who want to borrow money directly with people who want to lend money. Since its inception in 2014, Harmoney has become the largest and most trusted lending website in Australasia.
With Harmoney’s senior management setting aggressive growth targets for the future and because most operations occur online, Marketing Automation Lead Bianca Lopez says delivering an exceptional digital experience is essential to not only generating new leads but nurturing account holders through to the point of loan acceptance and finding “unclog” solutions through the application process.
Two years ago, Harmoney recognised that marketing automation would play a vital role in creating personalised experiences that could engage more customers at a faster pace and which would encourage repeat business. Used well, Harmoney realised the personalisation capability of good automated communications could, somewhat ironically, bring the “human” element back into Harmoney’s USP of a 100% online loan application process. As the company evaluated the leading marketing automation platforms, Marketo emerged as the obvious choice. With its flexibility and robust functionality, Marketo is an ideal match for Harmoney’s complex customer journeys. The company deals with a wide range of customer segments based on persona, demographics, intent level, and loan purpose, as well as stringent criteria for qualified leads.