Figure

The Challenge

Figure (NYSE: FGRE) operates at the intersection of blockchain technology and consumer lending — offering HELOCs, DSCR loans, and institutional capital marketplace products. It's a category that didn't exist five years ago, which means there's no established content playbook.

The challenge was threefold: build organic authority in highly competitive lending keywords, create content that navigates strict financial services compliance requirements, and position Figure's executive team as thought leaders in both the mortgage and blockchain spaces — two audiences with very different vocabularies and trust signals.

What We Did

SEO Strategy & Content Architecture

We built a comprehensive SEO strategy spanning 10+ content verticals — HELOC fundamentals, DSCR investor loans, refinancing, debt consolidation, California-specific products, blockchain lending, and institutional marketplace content. Each vertical has its own keyword map, pillar-and-cluster content architecture, and competitive gap analysis.

Compliance-Safe Content Production

Financial services content requires more than just good writing — it requires understanding what you can and can't say about lending products, rates, and blockchain-based financial instruments. We built content workflows that produce high-quality, SEO-optimized articles that pass legal and compliance review without requiring extensive rewrites.

Executive Thought Leadership

We developed executive positioning papers, case studies (including the Synergy One Lending partnership), and industry analysis pieces that position Figure's leadership as authorities in the blockchain lending space. These aren't generic ghostwritten posts — they're deeply sourced, data-driven pieces built from press releases, SEC filings, and industry data.

B2B Partner Newsletters

We produce monthly partner newsletters targeting Figure's institutional audience — 168+ bank and credit union origination partners. These newsletters combine product updates, market analysis, and educational content designed to drive adoption of Figure's platform products.

The Results

• Full content and SEO infrastructure operational within 90 days
• 10+ active content verticals with ongoing keyword-targeted production
• Positioning strategy driving 50%+ YoY organic traffic targets in key product categories
• Executive thought leadership program with published case studies and industry analysis
• Monthly B2B partner newsletter reaching 168+ financial institution partners

Why It Worked

Most content agencies can't write about blockchain-based lending products because they don't understand the mortgage industry. And most mortgage content writers don't understand blockchain. We brought 20+ years of mortgage industry experience to a category that demands both deep lending knowledge and the ability to explain emerging financial technology to conservative institutional buyers.

Services Used