Float triples monthly product sign-ups from high-intent blog content
Float is a financial operations platform built specifically for Canadian companies. It was the first product of its kind to launch here in Canada, setting it apart from options designed for U.S. businesses.
Today, Float offers corporate cards, business accounts, bill pay, foreign exchange, employee reimbursements and expense management software to more than 7,000 customers across Canada. The platform is designed to help business owners and finance teams close the books faster, gain tighter control over spend and operate more efficiently.
“We serve a wide range of customers, from a family-owned local pub to mid-sized companies with 300 employees and a full-time in-house finance team,” says Dana Krook, Content & Communications Lead at Float.
Dana oversees Float’s content and communications strategy, which means she’s involved in everything from content marketing and social media to public relations and brand marketing.
“With my role, there’s a big emphasis on high-intent organic search,” she says. This includes blog content designed to attract and educate visitors who are actively trying to solve a finance problem or evaluate a solution.
When Dana joined the fintech company in late 2024, one of her key mandates was clear: significantly expand the brand’s organic search presence.
In this story, you’ll learn how Float partnered with B2B content marketing agency Scribe National to scale a strategic content program focused on high-intent search, helping the company attract more qualified website visitors and influence leads across the marketing funnel.
“It became a no-brainer in terms of who I wanted to work with. It’s a proven partnership.”
— Dana Krook, Content & Communications Lead, Float
key highlights
81% increase in organic search traffic in one year
40% increase in clicks from non-branded organic search terms
3× blog-driven sign-ups per month
4× increase in blog-influenced leads across the funnel
turning search traffic into qualified pipeline
When Dana joined Float, the company already had a blog and early search engine optimization (SEO) initiatives underway. However, the existing B2B content strategy focused primarily on high-volume search terms rather than high-intent queries.
“The previous approach wasn’t attracting relevant audiences or translating into leads,” Dana says.
She saw an opportunity to build a more strategic and comprehensive content program. The goal wasn’t just to increase traffic, but to capture search demand tied directly to Float’s products and the day-to-day challenges faced by business owners and finance teams.
This meant targeting search terms related to corporate cards, expense management and other financial workflows — topics on which Float could both provide useful education and demonstrate expertise.
The challenge was execution. As a content team of one within a fast-moving marketing function, Dana needed a partner that could help scale production without adding any burden to internal teams.
“I sit within a team that is eager for content,” she says. “I wanted to take my strategy and turn it into high-quality content at scale that would allow us to see the evergreen impact I believed was out there.”
finding a partner with a proven track record
Float needed a partner that could streamline the writing and subject matter expert interview processes, and produce articles that were high quality and highly relevant to Float’s audience — all at scale.
“I was looking for value. Not just whether a piece is accurate or can rank in search, but whether it’s actually answering the questions behind the reader’s query,” says Dana.
Staying close to customer conversations is important to Float. In the company’s early days, a lot of its content was directly connected to queries happening within the finance community on Reddit and Quora.
“We wanted to continue taking what was being discussed by our audience and bring together experts who know how to answer those questions for the Canadian market, as opposed to providing general accounting advice,” Dana says.
This is why knowing how to work with internal and external subject matter experts would be key for any content partner Float hired.
An understanding of the Canadian financial landscape and tax considerations was also important.
“When we’re able to work with vendors from Canada, there’s a level of trust that comes with that,” says Dana.
And since she had already worked with Scribe National across several previous companies, including TouchBistro, Wealthsimple and Auvik, the agency’s track record made the decision straightforward.
“It became a no-brainer in terms of who I wanted to work with,” she says. “It’s a proven partnership that doesn’t require a new vendor search or a period of trust-building.”
“Early on, SEO content was taking up about 50% of my time. Now it’s closer to 15-20%, because we have a system set up that works and is delivering results.”
— Dana Krook, Content & Communications Lead, Float
scaling a strategic SEO program
Float engages Scribe National for monthly blog post writing (anywhere from eight to 15 articles) and occasional case study, product page and competitor page writing as part of its broader content strategy.
“We plan the program quarterly to be able to map out everything we want to do within that timeframe,” Dana says. “That ensures things run smoothly for three months, which is incredible."
As a content team of one, it’s valuable to Dana that Scribe National can manage the writing process end-to-end. This way, she doesn’t have to spend time coordinating with individual freelancers. Scribe provides a roster of experienced writers and handles the subject matter expert interview process.
Ensuring Float is using interviewees’ time efficiently and presenting their insights accurately is also a priority for Dana.
“I have to have a high level of trust with a content partner, especially since I’m connecting them with our own internal and external subject matter experts,” she says.
With the operational side of the program running smoothly, Dana focuses on measuring whether the content is delivering real business value, as well as developing new strategies based on past success and emerging trends. She evaluates both the efficiency of the process and its impact on results, tracking indicators such as organic search rankings, traffic from non-branded high-intent search terms and blog-driven website conversions.
stronger product education and measurable business impact
One of the most immediate benefits of Float’s content program has been its ability to provide deeper product education for the company’s audience. Blog content allows for explanation of financial concepts, workflows and terminology that can’t always be covered on product pages.
“Oftentimes throughout a website, you don’t have a lot of space to go in-depth on how different products work together within a finance workflow,” Dana says.
Through educational articles, Float can meet finance teams where they are in their understanding and introduce alternatives to traditional banking products.
“Canada’s financial services industry isn’t very modernized, so while there is a lot of familiarity with the challenges experienced because of that, there isn’t a lot of familiarity with available solutions, outside of banks and point-solutions,” says Dana. “Our content helps bridge that gap.”
The content program has also produced measurable business results. Over the past year, Float saw an 81% increase in organic search traffic, along with a 40% increase in clicks from non-branded search terms, indicating that more prospective customers are discovering the company through educational content in addition to branded searches.
The blog has also tripled the amount of monthly sign-ups it drives, demonstrating a clear connection between content and customer acquisition.
Finally, the broader impact across the funnel has been significant. Since launching the expanded content program, the number of blog-influenced leads has increased fourfold, showing how educational resources are helping guide prospects toward Float’s solutions throughout the buying journey.
helping to shape the next chapter of Canadian fintech
Looking ahead, Float sees a major opportunity as the Canadian financial landscape evolves.
“As a country, we’re moving toward open banking and payment systems that would allow fintechs like Float to deliver way more value for our customers,” Dana says.
Float is actively participating in this shift. The company is now a registered payment service provider and a member of Payments Canada, giving it a seat at the table as these systems evolve.
“It’s a very exciting time to be supporting Canadian businesses,” Dana says. “What I love about Float is that our mission is directly tied to igniting the potential of these companies here in Canada, specifically and exclusively. And we’re only just getting started.”
As the fintech ecosystem continues to grow, Float will play a key role in helping Canadian companies operate more efficiently and compete on a global stage.
“We’re excited about being able to give Canadian businesses access to the financial tools they deserve, and in turn see them grow and have a real impact on the economy,” Dana says.
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