Bilt Launches In-House Web Series to Drive Fintech Brand Awareness in the USA

Why In‑House Web Series Matter for Fintech Brands

Fintech companies operate in a crowded digital landscape where consumers quickly skip over traditional ads. A growing number of brands are turning to narrative content—short, scripted series that feel like entertainment rather than marketing—to capture attention. By producing a web series in-house, a fintech firm can embed its values and products into a story that feels authentic to viewers.

The Rise of Narrative Content

Streaming platforms and social‑media channels have made it easier for creators to reach niche audiences. Brands that collaborate with professional writers, directors, and actors can produce high‑quality episodes that resonate with specific demographics. The result is a subtle brand presence that builds trust over time, rather than a single, hard‑sell pitch.

Bilt’s ‘Roomies’: A Case Study

Concept and Production

Bilt, a U.S. fintech that rewards renters for paying rent, launched the web series Roomies in 2023. The show follows a woman who moves from Ohio to New York City, searching for a place to live and trying to fit into a new community. Episodes run 1½ to three minutes and are released on social‑media platforms, making them easy to binge or watch on the go.

Brand Integration Without Direct Advertising

Unlike conventional sponsorships, Roomies does not feature overt product placement. Instead, the series subtly references Bilt’s ecosystem: characters dine at partner restaurants, a character pays a bill using the Bilt app, and the app’s logo appears in a background scene. This approach keeps the narrative front and center while still exposing viewers to the brand.

Measuring Impact on Brand Awareness

Key Metrics for Fintech Content

• View count and completion rate per episode
• Social‑media engagement (likes, shares, comments)
• Referral traffic to the Bilt website and app download rate
• Sentiment analysis of user comments and mentions
• Conversion rate of viewers who become Bilt members

Analyzing Viewer Engagement

Each episode of Roomies has drawn roughly half a million views, a figure that signals strong audience interest. By tracking how many viewers click on embedded links or search for Bilt after watching, marketers can estimate the series’ contribution to lead generation. Sentiment analysis tools can also reveal whether viewers associate the brand with positive emotions, a key indicator of brand awareness.

Lessons for Marketing Professionals

Aligning Storytelling with Brand Values

When crafting a series, start with the core values you want to communicate. For Bilt, the focus was on community, convenience, and financial empowerment. By weaving these themes into the plot, the series reinforced the brand’s mission without sounding promotional.

Choosing the Right Distribution Channels

Short episodes work well on platforms where users scroll quickly—Instagram Reels, TikTok, YouTube Shorts. Longer, serialized content can be hosted on a dedicated website or a streaming service. Selecting the right channel depends on where your target audience spends time.

Budgeting and ROI Considerations

In‑house production offers tighter control over costs and creative direction. However, it requires investment in talent, equipment, and post‑production. A phased approach—starting with a pilot season—allows brands to test the concept before committing to a full series.

Next Steps for Your Fintech Brand

Developing a Content Strategy

Define the narrative arc, character profiles, and key brand touchpoints. Map out how each episode will introduce a new aspect of your product or service. Keep the storyline relatable to your target demographic—whether that’s first‑time renters, small‑business owners, or millennial investors.

Partnering with Creators or Building In‑House Teams

Decide whether to outsource to a production studio or assemble an internal team. In‑house teams, like Bilt’s, can maintain brand consistency, while external partners bring fresh creative perspectives. Consider hybrid models: a core in‑house team for brand oversight and a freelance crew for on‑site shooting.

Testing and Scaling

Launch a limited series of a few episodes and monitor engagement metrics. Use A/B testing to compare different storytelling styles or distribution tactics. Once you identify the most effective elements, scale production and expand the series’ reach.

By following these steps, fintech marketers can create compelling web series that elevate brand awareness, foster community, and drive user acquisition.

Ready to explore how a branded series can boost your fintech’s presence? Schedule a free consultation with our content strategy team today.

Have questions about integrating narrative content into your marketing mix? Write to us and let’s discuss your goals.

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