Infino Partner Case Study

Through our media brand, Financus, we inform our Belgian audience about various financial products. Typically, these include loans and insurance products, but we also cover details on child benefits.

So, we were delighted to be invited by the child benefit fund Infino to their office in Ghent, Belgium. We delved into what makes a good content partnership with the Partnership Relationship Manager for Flanders, Elisabeth Neckebroeck, and the Partnership Relationship Manager for Brussels and Wallonia, Stéphane Labye.

Child Benefit Fund Infino

Infino is one of the five entities in Belgium that disburses child benefits to families, making sure that 500,000 children receive this monthly allocation. As there are multiple child benefit funds, families often find it difficult to understand the differences between them. Therefore, Infino aims to help Belgian households by focusing on the following:

• Accessibility: Infino is both physically and digitally accessible. On its website, there’s a useful tool that allows families to calculate the amount they are entitled to.
• Sustainability: Infino supports the Pelicano Foundation, which fights child poverty. Furthermore, the fund is committed to planting a tree for every newborn child that joins Infino.

Marketing Tools: Content Websites

40% of its subscriptions come through recommendations from friends and family, which proves that families are happy with the service. However, Infino is active on various marketing channels besides word-of-mouth. The fund drives effective SEO, social media, content marketing campaigns, and, last but not least, partnerships with content websites.

These content websites are a valuable resource for families who want to learn more about child benefit funds and know exactly how much they are entitled to. As many families rely on this information, it’s imperative that the blog content is correct and remains up to date.

As a first selection has already occurred when leads arrive at Infino via a content website, the conversion rate is higher. Additionally, the parents come through a website they trust, which also has a positive effect on subscriptions.

Partnership between Infino and Financus

Financus informs its audience about child benefits through product and blog articles, as well as via videos on YouTube and short-form platforms such as TikTok. These videos allow the news to spread faster and can also be more entertaining than written content. Through this informal approach, it’s possible to reach additional audiences that are otherwise hard to contact.

In addition to SEO, we’ve expanded our partnership with a PPC campaign. During this campaign, we’re seeing the page views and clicks being multiplied by four – and the metrics keep on improving! The PPC campaign not only ensures brand awareness for Infino, but also drives incremental conversions directly.

Moreover, by partnering with Financus, Infino is able to reach another target audience that it doesn’t reach through other partnerships – soon-to-be fathers. While Infino focuses on pregnant women, the company is glad to also reach the other parent through Financus.

Much like Infino, we look forward to our continued collaboration with the goal of further strengthening the fund’s authority and credibility in the industry. If, after reading our Partner Case Study, you’re also interested in covering your financial product on Financus, please leave a message for our Partnerships team.