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Credit Karma using influencers to push products for growth - Business Insider

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Credit Karma has exploded into a $4 billion fintech. Here's an inside look at why it's leaning on influencers to court millennials and Gen Z.

But reaching them isn't enough. It's also about getting them to care.

"A 22-year-old might not be interested in getting a credit card or an auto loan," said Lull, "but having a place to park their money that has a better interest rate than essentially zero — I think that's valuable." "What's sort of magical about a credit report is also magical about tax returns," said Lull. With insight into the asset side of a person's finances, Credit Karma has a more holistic view, Lull said.

"The way we make money is we introduce you to a bank that might give you a better financial product and we get paid if you get their financial product," said Lull. Lin got the idea for Credit Karma while running his own ad agency, Multilitics Marketing. Catering to financial services clients, Lin saw how banks and credit card companies' online marketing campaigns weren't targeted to specific consumers.

So in 2007, Lin left Multilitics to start Credit Karma, which he cofounded with Nicole Mustard, the chief revenue officer, and Ryan Graciano, the chief technology officer.

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