Fintech SEO Case Study: How ANNA Money Grew Signups by 60%

Breaking into the fintech market is brutally competitive. Ranking alone isn’t enough and brands need to become the most relevant answer for the specific business owners they want to reach.

When ANNA Money partnered with us, they were already trusted by thousands of entrepreneurs аs a leading UK business account and company registration platform. But their organic visibility didn’t match their product strength. Their goal was to become the go-to choice for freelancers, landlords, ecommerce founders, and small business owners. 

To reach that position, they needed an SEO strategy aligned with the industries, professions, and UK regions that drive company formation demand.

Within just six months, ANNA Money transformed its organic presence, achieving a 60% increase in total signups, 22.42% growth in organic clicks, and ranking in the Top 3 positions for over 1,900 keywords related to company formation.

Here’s how we built a hyper-personalized, industry-specific SEO and LLM framework that positioned ANNA Money as a consistently top-ranked, high-authority presence across UK fintech search results.

Performance Summary (April – September 2025)

Here’s the performance we achieved during this 6-month period:

• Total Clicks: +22.42%
• Total Impressions: +77.05%
• Top 3 Keywords: +314%
• Top 10 Keywords: +48%
• AI Search Traffic: +164.44%
• Weekly Signups: +60%

About Anna Money

Industry: Fintech / Neobank / SME Financial Services

ANNA Money is a UK-based fintech company that helps UK entrepreneurs, small business owners, and freelancers register companies, open business accounts, and manage finances and taxes - all in one platform.

In 2024, ANNA Money received the Scale Up Award for South West & South Wales at The Spectator Economic Innovator of the Year Awards, recognizing its innovative approach to simplifying financial administration for entrepreneurs. ANNA also secured the 26th position in Deloitte’s UK Technology Fast 50.

Location: Cardiff, Wales, United Kingdom

Founded: 2017

Last Funding Round: Series C, September 28. 2021. - $37.2M

Total Funding: Anna has raised a total funding of $88.3M over 4 rounds

Number of Users: Over 100,000 small businesses and freelancers

Growth Rate:  Remarkable 1,149% revenue growth over three years, highlighting its significant impact in the fintech sector.

ANNA had the product, the trust, and the customers, but their organic visibility didn’t reflect it. To match their true market position, they needed stronger authority among UK business owners and an SEO engine that could directly accelerate company formation signups.

Their goals were clear:

• Increase organic visibility in the UK’s competitive company formation sector
• Rank for industry-specific formation terms (e.g. landlord, ecommerce, contractor businesses)
• Drive company formation signups
• Strengthen local authority among UK entrepreneurs and business audiences

The Challenge

Despite a strong brand, ANNA’s organic performance didn’t reflect their market position.

Our audit revealed a clear pattern: the brand had recognition, but the content didn’t speak directly to the industries, professions, and cities where UK business owners were searching. It lacked the localized content strategy needed to compete against formation giants in the UK SERP.

Key challenges included:

• No localized SEO targeting for specific UK industries
• Generic landing pages that didn’t connect with vertical-specific search intent
• Weak keyword mapping and internal linking
• Missing content clusters for industries like landlords, ecommerce founders, and contractors
• Low organic conversions from formation pages
  

The task was clear: we needed to turn ANNA’s SEO from broad to laser-focused, aligning every keyword and page with the unique needs of UK business owners.

The Strategy: Personalization at Scale with Content Velocity

To correct the gap between the product and search visibility, we moved from broad SEO to an intent-driven framework built around the industries and locations that matter most.

Our approach centered on personalization and scale - combining ANNA’s market insight with a content velocity and clustering strategy tailored to the UK market.

1. Building Industry-Specific Content Funnels

We began by analyzing UK search behavior across business niches - identifying distinct search journeys for:

• Landlords registering property businesses
• Ecommerce founders setting up Shopify or Amazon stores
• Contractors and freelancers registering limited companies
• Startups and creatives seeking tax-efficient formation options

Each vertical received a dedicated landing page cluster, complete with:

• Educational guides tailored to UK business law and tax context
• Comparison pages (e.g., “sole trader vs limited company for landlords”)
• Step-by-step company formation content aligned to search intent
• Calls-to-action leading directly to ANNA’s signup flow

This industry-first content architecture turned generic formation content into tailored, high-intent funnels that matched real search behavior.

2. Scaling Visibility with Programmatic SEO

Once the foundational clusters were built, we scaled visibility through Programmatic SEO (pSEO) - an approach that automated the creation of highly targeted, location- and profession-specific landing pages.

We developed hundreds of localized pages such as:

• “Register a company in London”
• “Register a company in Manchester”
• “Register a company in Birmingham”
• …and other key UK cities and regions

Each page dynamically integrated:

• Geo-specific schema markup
• Localized metadata and business examples
• City-based formation FAQs and CTAs

In parallel, we built profession-focused programmatic pages, targeting queries like:

• “Register a company for electricians”
• “Register a company for consultants”
• “Register a company for drivers”
• “Register a company for freelancers”

This programmatic layer allowed ANNA to blanket the UK SERP - appearing in both national and local searches and expanding their keyword footprint across hundreds of city- and profession-based queries. Within weeks, ANNA began ranking for keywords where they previously had no visibility at all.

3. Scaling with Content Velocity

Once the structure was in place, we accelerated production through content velocity - publishing at scale without sacrificing quality.

By producing a consistent stream of high-intent content every week, we built momentum and topical authority faster than competitors could respond.

Each page followed a unified SEO playbook:

• Clear keyword hierarchy and semantic targeting
• Internal links across TOFU–MOFU–BOFU clusters
• On-page SEO tuned for UK search patterns and SERP features
• Conversion-focused CTAs guiding users to company signup forms

By combining quantity with precision, ANNA quickly built topical authority across multiple clusters at once - creating full-journey coverage and ranking more pages faster than competitors could react.

4. Strengthening Internal Linking & Topical Depth

To enhance discoverability, we built a smart internal linking system connecting all vertical clusters.

Each landing page linked to its related guides and blogs, forming tightly themed clusters. This ecosystem improved crawl depth, distributed authority more efficiently, and helped Google understand ANNA’s topical relevance, accelerating rankings across the entire formation category.

This system ensured that every new piece of content contributed directly to overall SEO performance - reinforcing ANNA’s relevance across thousands of UK business formation queries.

5. Optimizing for AI Overviews and Generative Search

As Google rolled out AI Overviews (SGE) in the UK, we adapted ANNA’s SEO to ensure visibility in generative results.

Our AI Search Optimization Framework included:

• Entity-based keyword targeting (e.g., “company formation UK”, “set up a limited company online”)
• Structured data and schema enrichment to improve contextual matching
• Short, well-structured definitions and bullet points within content for AI parsing
• Concise FAQs and summaries structured to appear in AI Overview snippets
  

Results:

Between May and September 2025:

• AI Overview keywords grew from 183 → 837 (+357%)
• Clicks from AI search increased by 164.44% and started generating conversions
• ANNA now appears in AI Overview results for “register a limited company UK”, “company formation for freelancers”, and multiple city-based searches.

This positioned ANNA as an early leader in Generative Engine Optimization (GEO), giving them visibility in AI search environments where most competitors weren’t yet present.

6. Continuous Optimization and Tracking

Using GSC, GA4, and Ahrefs, we monitored keyword shifts, click trends, and signup attribution across every cluster.

Each month, we:

• Updated top-performing pages with new data and FAQs
• Refreshed metadata and internal links to align with seasonal demand
• Expanded content around newly emerging industries (e.g., AI startups, digital agencies)

This iterative approach helped ANNA maintain steady growth - even as competition intensified in the UK market.

The Results (April – September 2025)

The results were clear: ANNA Money became one of the most visible and trusted brands for company formation in the UK.

The outcomes directly reflected ANNA’s initial goals:

• Total Clicks: +22.42%
• Total Impressions: +77.05%
• Top 3 Keywords: +314%
• Top 10 Keywords: +48%
• AI Search Traffic: +164.44%
• Weekly Signups: +60%

Additional performance highlights:

• Ranked Top 3 for core “company formation” and “register a limited company” keywords
• Surpassed 1,900+ top 3 keyword positions
• Increased impressions by 188% YoY
  

Key Takeaways

• Localization Wins: Targeting specific UK industries turned broad search interest into qualified leads.
• Personalized Content = Relevance: Custom funnels for landlords, ecommerce owners, and freelancers created stronger resonance and conversion paths.
• Content Velocity Compounds Authority: Publishing consistently at scale established ANNA’s authority faster in a highly competitive SERP.
• SEO + Conversion Alignment: Every content decision was tied to measurable signup growth, not vanity metrics.

Conclusion

In six months, ANNA Money went from a strong product with modest visibility to a market leader in UK company formation SEO - ranking at the top of the SERP for thousands of high-intent searches.

By combining personalized industry content, scalable publishing, and continuous optimization, we turned organic visibility into a sustainable acquisition engine that continues to fuel business growth.

Want to dominate your niche with personalized, data-driven SEO like ANNA Money?

Get in touch with us and let’s build your growth story.