Forget about digital marketing, SMB lenders double down on partnerships for growth
- Direct and digital marketing play a role in growing underwriting for top SMB lenders.
- But it's partnerships that provide the real key to growth.
It continues to be a challenge for SMB lenders to get in front of their prospects. And while many of the top players in the space do direct and digital marketing, it’s really partnerships that help them scale their originations.
Just three years ago when Luke Voiles arrived at Intuit to lead the firm’s direct lending efforts, the firm acted solely as a broker, routing SMB prospects to a handful of lending partners. Firms like BlueVine use the QuickBooks ecosystem to find new SMB borrowers. Intuit still has that business, even as it now originates its own loans via QuickBooks Capital.
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