FinWise Case Study: 63% More Organic Leads

The Challenge

FinWise is a digital-first personal finance platform offering investment tracking, budgeting tools, and financial planning resources. Their content marketing strategy centered on educational blog posts and financial calculators designed to attract high-intent users searching for personal finance guidance.

Despite producing high-quality content, FinWise struggled to compete with larger financial publishers in organic search. Their technical investigation revealed a tangled web of issues. Mixed content warnings were present on 23% of their pages, where HTTP resources were loaded on HTTPS pages. Several legacy API endpoints used by their embedded calculators had insecure configurations that browsers flagged with warnings. Their SSL certificate configuration had issues with intermediate chain validation that some crawlers detected as errors.

Beyond security, their technical SEO had gaps. Internal linking was fragmented — their highest-performing blog posts had no connections to their product pages, and their financial calculators (which had the highest conversion rates) were buried three clicks deep with no supporting content around them. Schema markup was missing entirely from their financial advice content, costing them potential rich snippet visibility for financial queries.

The compliance team was also concerned about outdated pages that still referenced old interest rates and tax brackets, creating accuracy problems that could erode user trust and potentially violate financial content regulations.

The Solution

FinWise implemented Auditite with a dual focus on security auditing and technical SEO optimization. The initial crawl treated these as interconnected problems rather than separate workstreams.

Auditite’s security scan identified all mixed content issues, insecure resource loading patterns, and certificate chain problems across the site. The team resolved 180 security findings in the first two weeks, using Auditite’s batch fix capabilities to update resource URLs and configure proper HTTPS enforcement. The platform’s monitoring then ensured no new mixed content issues were introduced by subsequent deployments.

For technical SEO, the team focused on three areas. First, they restructured internal linking using Auditite’s site architecture analysis, creating topic clusters that connected blog content to relevant calculators and product pages. This gave their high-converting calculator pages the PageRank signals they had been missing.

Second, they implemented comprehensive schema markup across all financial content pages. Auditite’s schema validation identified the optimal markup types for each page category — FAQPage schema for their educational articles, SoftwareApplication schema for their tools, and Organization schema for trust signals.

Third, they used Auditite’s content freshness monitoring to identify 340 pages with outdated financial data. These pages were flagged for review by the content team, and the monitoring was configured to alert when pages exceeded their freshness thresholds.

The Results

After five months of systematic optimization guided by Auditite, FinWise achieved measurable growth:

• Organic leads increased 63%, with the highest conversion improvements on pages that had both security and SEO issues resolved. Users who previously encountered browser warnings now had a seamless experience from search to signup.
• 180+ security issues were resolved, eliminating all mixed content warnings and certificate problems. Chrome’s security indicator showed a clean lock icon across every page for the first time in the site’s history.
• Domain authority increased 12 points, driven by improved technical health, better internal linking, and the removal of negative trust signals from security issues.
• Calculator page traffic grew 91%, as improved internal linking and schema markup brought these high-converting assets out of obscurity and into search results with rich snippets.
• Featured snippet appearances doubled, with FinWise now holding snippets for 14 high-value financial planning queries where they had previously appeared on page two.

The compliance team reported that the content freshness alerts prevented three instances of outdated financial information reaching users, avoiding potential regulatory issues.

What’s Next

FinWise plans to extend Auditite monitoring to their mobile apps’ web views and their upcoming financial API documentation site. They are particularly interested in using the continuous security auditing to maintain SOC 2 compliance evidence and integrating Auditite’s reports into their quarterly compliance reviews.

James Thornton emphasized the strategic value: “Most SEO tools ignore security entirely. But in financial services, a single mixed content warning can destroy the trust you have spent years building. Auditite is the only platform that treats security and SEO as two sides of the same coin, which is exactly how our users experience our site.”