Millennial, Gen-X Opps: Splash Financial taps CMO after landing funding round (Score 64)

Financial education and student loan refinancing service provider Splash Financial selected Tannen Campbell as CMO in August. Campbell most recently served in the same position at Bestow. Of course, she will bestow her marketing expertise upon Splash. Sellers and agencies alike should contact to see what her plans are. To the best of my knowledge, this is the first time the company has had a CMO since Mai Moore departed in 2016. Since so much time has passed since Splash has had a CMO, I expect this hire will lead to significant shifts in its strategy.

This appointment comes on the heels of a Series B funding round, which raised $44.3m in June. Crunchbase reports that Splash has earned $60.9m in funding so far.

According to iSpot, the company made its foray into national TV at the end of 2020, and it ended up spending approximately $124.5k by the end of the year. So far this year, Splash has spent approximately $3.6m on the channel. Its 2021 commercials have targeted sports enthusiasts (male skew) watching shows such as College Football, Women's College Basketball, Verified Videos, College Basketball and State of the Culture.

So far this year, Pathmatics shows Splash has allocated roughly $20.6k on digital ads, up exponentially from the roughly $2.1k it allocated within the same 2020 timeframe. The company's estimated full-year 2020 spend of $148.4k reached almost 5x that of $31.7k in 2019. Splash has earned around 4.8m digital impressions YTD via desktop display (65%), desktop video (31%) and mobile display (4%) ads. 

Additionally, Magellan reports the financial services company has aired 19 podcast ads within the past 12 months.

Right now, Splash is looking to make a splash among millennials and Gen-X, so sellers able to offer high-ROI digital strategies among this audience should get in touch. Remember, the company especially targets those in need of student loan refinancing.

Agency & martech readers - Newly hired CMOs often conduct agency reviews, so reach out soon to remain top-of-mind.