Harmoney is New Zealand’s first peer-to-peer 100% online lending platform. The company is based in Auckland and operates by connecting individuals who want to borrow with individuals who want to invest.
The main challenge of Harmoney was in tracking. They lacked a clear understanding of how the different customer segments behaved on their site as well as visibility on the loan application process. They wanted to give a better online experience and a seamless application process for their customers.
Since working with FIRST, Harmoney was able to understand its site's performance and gain actionable insights into customer behaviour by segment (customers vs. non-customers) through implementation and thorough testing in both Google Tag Manager and Google Analytics.
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"FIRST has been able to quickly audit Harmoney’s site and propose solutions for a more accurate and deeper analytics tracking, especially with the conversion funnel to settled loans. FIRST and Harmoney continuously work together to leverage Google Tag Manager’s capabilities to further analytics insights, improved media campaign performance and provide a better user experience".
- Glen Mackellaig, Head of Digital Marketing
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