Brand Tracking Study 2025: Customers Value Swift, Simple Financing

Kirsten Fay, Ferratum Global CMO.

Evelin Ojamets, Global Head of Brand & Content.
 

Our latest Brand Tracking Study 2025, conducted in collaboration with the research company Norstat, covers 12 European markets and is based on insights from over 12,000 respondents. The study examines brand awareness, message recall, reputation, and associations, providing a comprehensive view of how Ferratum is perceived and identifying growth opportunities.
 

Brand Awareness: More Than Just Investment

The study reaffirms that brand awareness is closely linked to investment levels. However, success is not solely determined by how much we invest. Equally important are well-chosen content and channel strategies, as well as efficiency in scaling campaigns across Europe, while maintaining consistency with the brand voice and relevance to the customer.

“Our growth depends not only on the scale of investment but also on the strength of collaboration between our central marketing team and local market experts, combined with smart, well-chosen strategies,” says Kirsten Fay, Ferratum Global CMO.

This holistic approach ensures that investments yield sustainable gains in brand awareness, rather than short-term spikes.
 

Brand Proposition: Strong, Stable, and Customer Focused

Our key brand and marketing messages have remained strong and consistent since 2024. According to the study, Ferratum is most valued for our fast and simple loan application with just a few clicks, fully digital, automated lending processes, and the ability to avoid excess paperwork. Supporting messages such as data security, flexible repayment conditions, professional advertising, and friendly customer service also remain steady in appreciation. This stability reflects the power of a unified brand strategy, consistent brand voice across Europe, and efficient cross-channel communication. 

“Efficient content, well-chosen strategies, and flawless execution between brand, channel, and market teams ensure that our brand story remains consistent and our assets relevant in a changing marketplace where customer expects us to be a trusted partner, offering swift financing even in case of unexpected financial needs,” explains Evelin Ojamets, Global Head of Brand & Content.
 

Forward Focus: Strengthening Trust Across Europe

Our 2025 Brand Tracking Study shows that Ferratum is recognized as a reliable, transparent, and customer-friendly brand. While challenges such as high-interest perceptions persist, our strong foundation and consistent messaging provide a clear path forward. By aligning investment with smart strategies, reinforcing positive associations, and addressing cost-related concerns, Ferratum can continue to grow as a trusted partner for financial solutions across Europe.