After analysing keywords and identifying key opportunities to place Wealthify’s new product in a more competitive position, our idea was formed around disparities between adult children who receive savings from the ‘Bank of Mum & Dad’ vs those who don’t. Our aim was to understand how this affected people’s finances.

We found while the media were talking about adult children receiving money from their parents, they weren’t talking about the disadvantages for those who don’t (81% of the nation).

Conducting a survey of 2,000 UK adults allowed us to draw direct comparisons on these two groups, & produce multiple angles on our topic to appeal to many publications.

With national, regional & niche angles, we formulated a 4-pronged outreach strategy, maximising coverage, delivering the best ROI.

Due to the range of the research, journalists would be inclined to include links to the research blog & product page so readers could access further data & solutions to any savings worries. 

Links obtained from high-authority domains would increase Wealthify’s /savings-account page search visibility & rankings, whilst boosting blog views & reducing bounce rate.