Launching Raisin Finland – building a trusted financial brand from scratch

Raisin is a savings and investment platform that makes it simple for customers to compare and open savings accounts with banks across Europe, all through a single login. The platform offers transparent terms, no fees, and a secure setup that has already channelled more than 80 billion euros in deposits. Operating across eleven markets, including Germany, the Netherlands, the UK, and the US, Raisin has managed assets for over a million customers and generated more than 7 billion euros in returns.

Finland marks Raisin's first move into the Nordics, an important step in the company's continued international expansion.

Why Finland?

With more than 110 billion euros in household savings and online banking usage above 95 percent, Finland was a clear growth opportunity for Raisin's borderless savings platform. The digitally mature Nordic consumer, already comfortable with online financial services, was a strong fit for a product built around simplicity and access.

When Raisin launched its Finnish platform, the main goal was to build organic visibility and trust in a competitive financial category. From January 2025, Bonzer led the content strategy for Raisin Finland, producing articles and product guides written specifically for a Finnish audience.

Entering a digitally advanced market like Finland, building trust quickly was one of our top priorities. Finnish consumers expect clarity, security, and a seamless local experience. Working with Bonzer let us close the gap between our global platform and local nuance, and create high quality content that speaks directly to Finnish savers. The organic growth we have seen over the past year shows the value of local expertise.

The strategy: a content foundation built for the local market

The strategy started with building expert driven, high quality content from the ground up. Rather than translating existing material, we wrote articles that explained local financial regulation, tax implications, and banking standards specific to Finland.

The work was organised around three main areas:

• Product education: Detailed guides covering fixed term accounts and savings accounts.
• Financial literacy: Practical explanations of banking basics such as IBAN, BIC, and transfers.
• Investment insight: Educational content on ETFs and long term savings strategies.

Why content is the trust bridge in a new market

The foundation of Raisin Finland's content strategy was simple: create content that genuinely helps Finnish savers, in their own language and on their own terms. In a high trust category like finance, a human, helpful approach builds lasting credibility, and authority and organic visibility follow from that.

Content mattered for three specific reasons:

1. Cultural nuance over translation. Financial products are shaped by local law, tax rules, and banking habits. By creating original content rather than translating Raisin's global material, we showed both the Finnish audience and search engines that Raisin understood the local market, from how veronpalautus (tax refunds) work to the details of the Finnish talletussuoja (deposit guarantee scheme).
2. Building E-E-A-T. Google's signals for experience, expertise, authority, and trustworthiness carry particular weight for financial sites, since they fall under "Your Money Your Life" classification. A deep library of educational content signals to search engines that the site is a legitimate resource, not just a landing page.
3. Capturing the full customer journey. Most users do not start by searching for a specific brand. They search for "how do I save money" or "what is a good interest rate". By answering these questions, we met users right at the start of their journey and built trust long before they reached a product page.

Over the past three months, around 8 percent of all impressions came from Google's AI products, a clear sign that the content is also being surfaced and cited in generative search results.

Sources: Google Search Console and Ahrefs, August 2026.

The takeaway

Building search visibility in a new market takes time, but the numbers show it works. Starting from close to zero, Raisin Finland now ranks on page one for more than 1,100 keywords and draws thousands of organic visitors every month, visitors who found the platform by searching for answers, not for a brand name. That audience was won through consistent, locally relevant content, not paid placements or shortcuts. For a savings platform entering its eleventh market, that kind of organic footing is exactly what long term growth is built on.