JPMorgan Chase × AYMI

Regulated financial services live with two constraints performance marketing typically wants no part of — strict compliance copy and high brand sensitivity. Most digital acquisition programs inside large banks underperform because the system is designed around the brand and compliance teams, not with them.

JPMorgan Chase wanted to test whether disciplined performance marketing — clean attribution, cohort optimization, modern creative systems — could lift conversion inside the bank's regulatory and brand parameters.

Five movements: Discovery, Strategy, Creative, Launch, Optimize. Each one feeds the next; the loop closes on Optimize and starts again on Discovery.

1. Step 01Discovery

   Joint diagnostic with compliance, brand, and product. Mapped every regulatory constraint as a design parameter, not a blocker.

2. Step 02Strategy

   Attribution rebuilt around application completion (not click). Cross-product attach modeled as a lifetime-value lift, not an incremental add.

3. Step 03Creative

   Modular creative system pre-approved by compliance — variant components, locked structure. Brand register held; iteration velocity unlocked.

4. Step 04Launch

   Coordinated rollout across paid social, paid search, and conditional display. Real-time compliance review tooling shortened approval cycles.

5. Step 05Optimize

   Weekly cohort reviews against application completion and cross-product attach. Spend concentrated on cohorts showing both signals.

Digital applications grew and acquisition got more efficient, showing that disciplined performance work runs inside regulated guardrails when the system is designed around — not against — them. More applicants finished what they started, and more new customers took on a second product.

The structural lift: compliance moved from blocker to partner once the creative system was built with them, not around them.