LendingTree turns to new marketing initiatives as it revises the consumer experience

LendingTree, the online lending marketplace, is focusing more on brand marketing as it aims to connect with its customer base.

Online lending platform LendingTree has switched from a performance-led marketing focus to making greater use of branding campaigns in an effort to connect more deeply with consumers.

LendingTree’s revamped approach, which included a TV advertising campaign and improved online consumer experience, was partly enacted in response to the higher cost of living that consumers are navigating, and sought to make the process of finding loans and other financial services less complicated for would-be borrowers.

The result? After the campaign launched in July 2022, fully 23.9 million consumers registered on MyLendingTree in the third quarter of last year, when the company...

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