From aware
to considering
The middle of the funnel is where the decision actually happens.
LATITUDELatitude is Adrian's own seat inside an ASX-listed consumer lender, separate from the yaaarn client work: an Interest Free journey redesigned to carry people into consideration, and an engine that gives six products one live view. The page rebuilds itself below, decision by decision.
Use a participating Latitude credit card to split a purchase into Interest Free payments, from 6 to 60 months at hundreds of retailers.
0% interest payment plans are available at participating retailers to approved applicants. T&Cs and a monthly credit card fee apply.
0% for the whole plan, not just the first few months.
The acquisition dashboard consolidates Datorama, Power BI and the planning workbooks across six products, with automated gap diagnostics, pacing and trend tracking. It replaced manual monthly reporting. Around it, the automations he built: competitive SERP tracking and a grounded AU-finance news brief.
Illustrative recreation · figures representative, not live
| Product | Spend | CPA | Apps | Pace to target |
|---|---|---|---|---|
| Interest Free | $184k | $42 | 4,380 | 106% ↑ |
| Credit Cards | $261k | $58 | 4,500 | 112% ↑ |
| Personal Loans | $198k | $71 | 2,790 | 99% → |
| Car Loans | $142k | $64 | 2,220 | 92% ↓ |
| Insurance | $86k | $38 | 2,260 | 104% ↑ |
| Broker | $118k | $52 | 2,270 | 101% → |
Thirty-six slides arguing to shift creative and spend toward consideration, where a lender is chosen or skipped, not just toward reach at the top or the click at the bottom. Concepts, formats and the funnel logic, made to the team. The media plan stays inside the lender; the thinking is here.
The middle of the funnel is where the decision actually happens.
LATITUDESpend clusters at the ends. The gap in the middle is the opportunity.
Formats that answer the question a buyer is actually asking.