Draivi is a behind-the-scenes fintech marketing powerhouse. The company generated just under €30 million in revenue last year, up €10 million from the year before, or around €1 million per employee.
For three years in a row, the company has been listed in Finland’s FT1000 fastest growing companies in Europe, and in 2025 it achieved the status of third-fastest growing company in Finland.
It’s featured in a Meta case study on how to run Facebook Ads; a Google case study on how to use AI to maximize performance for Google Ads campaigns; and one of its co-founders was a speaker at Google Think Global 2025, an invite-only Google event covering performance marketing and global marketing strategies.
“The hard truth is that
people searching for
financial products are
often not eligible for them.”
Ville Kymäläinen
CEO of Draivi
So, why have most people never heard of them? Because they serve a niche market.
And they’re extremely good at what they do.
“Behind the scenes, Draivi powers customer acquisition for some of Europe’s biggest fintechs and banks”
At its core, Draivi is a marketing company for fintechs, but that’s somewhat like saying that Google is “a website.”
A more accurate description is that Draivi is a hyper-specialized, analytics-driven, AI-enabled lead generator for institutions specializing in offering loan products.
The cost of online advertising has been steadily increasing for a decade or more. In 2025, Meta ad costs alone rose by 21%. In the same year, 87% of Google Advertisers saw increased cost-per-click rates.
The cost of advertising wouldn’t be an issue if the returns offset it. Unfortunately, in ads related to loan products, they rarely do.
“The hard truth is that people searching for financial products are often not eligible for them,” says Ville Kymäläinen, CEO of Draivi. “The quality of leads from online ads is therefore usually low.” Kymäläinen has spent over 15 years in digital consumer finance, including serving as Country Manager for Finland at Northmill Bank, and has led Draivi’s growth from €9M to €30M in revenue since taking the helm in 2022.
Last chance: Get your tickets for Stockholm Fintech Week March 19
Whereas a single click isn’t massively expensive on its own (typically between €6 and €18 but ranging up to €25-€30), multiply those by several thousand a day, and you begin to see the problem.
In the Nordic consumer lending space, banks offering consumer loans receive up to 90% of their traffic from brokers, who are also the ones typically doing the advertising—and losing money from it.
But Draivi knows how to bring in those highly qualified leads and it’s been doing so consistently for years. When a company partners with Draivi, they can scale down the most expensive part of their own search advertising. Draivi brings in the high-intent and high-quality leads. Unlike typical marketing agencies, its team includes people who’ve sat on the bank side managing marketing, compliance and credit underwriting. They know what makes a lead convert because they’ve seen the scoring models from the inside.
Draivi focuses on the right metric, not merely “ROAS”
A fundamental error that advertisers make in this space is to focus on Return on Ad Spend (ROAS). The metric measures how much a company spends on ads versus how much it makes.
However, many top-tier media buyers agree that ROAS is mostly a vanity metric because it doesn’t consider long-term customer value.
The trick is to focus on customer lifetime value (CLTV) instead, but feeding CLTV back into advertising systems such as Meta and Google can be tricky.
Traditional ad systems thus fall short because their view is limited to the cost of a click versus the return of an immediate sale or signup. But customer value in the finance sector can trickle in over decades. That’s the real measure of an ad campaign’s effectiveness.
Last chance: Get your tickets for Stockholm Fintech Week March 19
Draivi’s entire system is custom-built around one core principle: Don’t hyperfocus on the immediate ad conversion but rather on the actual long-term value of each customer.
That requires data.
“Draivi has built a data-first system that leverages AI technology to find customers that are most likely to achieve the highest predicted CLTV,” says Ville. “By analyzing customer behavior, we’re better able to forecast which new users will likely bring the most long-term value.”
Armed with this insight, Draivi can feed more meaningful data back to advertising platforms, whose AI then works with the additional data to find customers who are most likely to bring in the most profit over time.
Going beyond in-app metrics and working with its own data
When you buy ads on Meta, Google, Twitter, or any other platform, the platform provides feedback on how your ads are performing. Knowing precisely which ad resulted in which conversion is great in theory, but obtaining that knowledge accurately in-app is mostly a myth these days. This is especially true since the crackdown on third-party cookies that reduced how much data feeds back into advertising systems.
Advertising platforms will all take credit for a single conversion if a click on their ad led to that conversion.
For example, let’s imagine a user sees an ad on Meta, then clicks it. Two days later, they see an ad for the same product on Reddit and click on that. Finally, they search Google for the company, click the ad, and then convert.
All three platforms will take credit for the conversion. None of the platforms is lying, and yet the information is skewed, providing an inaccurate view of ad performance.
That’s why Draivi looks beyond in-app metrics and feeds all data from all platforms into its own proprietary scoring platform, at which point it can “compare apples to apples” to determine the quality of a lead and how to attribute the revenue per channel. If the quality is high, it’ll invest more into whatever campaign or platform sent it, regardless of what the in-app metrics say.
Last chance: Get your tickets for Stockholm Fintech Week March 19
Focus on data and analytics to improve matches between users and partners
Draivi is currently focusing on its internal ML and AI capabilities to improve matching the right lead with the right partner with minimal manual intervention.
In 2025, it appointed a new Head of Analytics to further improve its ability to accurately predict outcomes, improve media buying efficiency, and optimize long-term user value.
For Draivi, data is a core decision-making engine rather than a mere reporting layer.
Draivi by the numbers
Draivi’s growth metrics for 2025 speak for themselves.
- €29.5 million revenue (unaudited), roughly 1€ million per employee
- 49% YoY growth
- Present in eight markets, including Germany, Spain, South Africa, and Mexico
In 2026, Draivi will scale its platform, invest heavily in analytics and automation, and expand into new verticals. With a proven model generating nearly €30 million in revenue and a clear path to significantly more, the company is now looking for strategic partners who share its ambition.
