PowerFunds rates every fund on the UK and Swedish markets against the best alternatives of its type, fees included, and its Premium tier watches every fund a subscriber holds for £10 a month. In June 2026 it switched on billing and started buying traffic in both markets. The question was no longer whether people liked the free fund check. It was whether paid media could find people who would pay, for less than they are worth.
That’s hard in this category. Financial services ads on Meta run under rules that strip out age, interest and lookalike targeting, so the creative has to find the audience on its own. Every claim has to stand up to financial promotion rules. And in the first weeks of paid media, a single trial was costing hundreds of pounds.
PowerFunds ran on Outfly Track, our growth service. We started with the buyers: a Brandscape workshop with the founding team defined the investors PowerFunds should win in each market, and every paid campaign was built around one of them, sending people to a landing page written for them.
Then we measured the whole journey. Every step from ad to app visit, fund check, account and paid trial was tracked through Google Tag Manager, GA4 and the Meta pixel, so each ad could be priced against the trials it produced rather than the clicks it earned. That changed what we asked Meta to do: we stopped optimising for clicks and visits and started optimising for accounts created.
The creative did the targeting the rules no longer allow. We replaced the ads every fortnight in English and Swedish, ranked them on what each account and trial cost, paused the weakest and moved budget to the strongest. The pattern was clear: ads that led with something concrete, a ranking, a fee or a rating, beat the more abstract ones. That became a repeatable content system for paid and organic posts in both markets.
The campaigns land on a marketing site we designed and built for PowerFunds in Webflow, with UK and Swedish versions on one domain. The brand came from the same Brandscape: a frank, watchful voice, a core value of financial justice and a Pointer, a tracker rather than a guard dog, which we drew as the PowerFunds logo and carried into the homepage illustration. A design system synced between Figma and Webflow keeps every new landing page consistent, and every statistic on the site carries its source, which matters when each claim has to survive compliance review.
We switched on billing in June and needed to know whether paid media could find people who would pay. Outfly priced every ad against the trials it produced, changed what we asked Meta to optimise for, and kept only what worked. Within nine weeks a trial cost a fraction of what it had.
Anders Ramsten, Founder and CEO, PowerFunds
In the first week of paid media, a trial cost £565. As the tracking, the switch to optimising for accounts and the fortnightly creative swaps took hold, the cost fell week by week, to £230, then £162, then £135. Nine weeks after launch a trial cost £24, 96% less than at the start, and £33 the week after.
Organic impressions rose 116% over the same period, and PowerFunds launched in both markets with seed backing from Symvan Capital and press coverage in the UK and Sweden.
We tracked every step from ad to paid trial, so each ad was judged on the trials it produced, not the clicks it earned. We switched Meta from optimising for visits to optimising for accounts created, replaced the creative every fortnight and moved budget to the strongest ads. Cost per trial fell from £565 in the first week of paid media to £24 nine weeks later.
Financial services ads run under rules that remove age, interest and lookalike targeting, so the platform can’t be told who to find. The creative has to do that work, and every claim still has to pass financial promotion rules. For PowerFunds, ads that led with something concrete, a ranking, a fee or a rating, found the right investors at a lower cost than more abstract ones.
After a bumpy start, steadily. A trial cost £565 in the first week of paid media and spiked again to £530 in week four, then fell week by week to £230, £185, £162 and £135 as weaker ads were paused and budget moved to the strongest. In week ten a trial cost £24, and £33 the week after.
Measuring the right thing. Once every ad was priced against the paid trials it produced, Meta could be told to optimise for accounts created rather than clicks, and the fortnightly creative reviews could cut the ads that looked busy but didn’t convert. Ads that led with a concrete ranking, fee or rating consistently beat the more abstract ones.
