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How MeDirect doubled its customer base with Universem

cASE STUDY · MeDirect

A digital bank with
strong ambitions

In the banking sector, digital competition is particularly intense. Institutions must attract new customers while ensuring every marketing investment delivers measurable results.

For MeDirect, a Belgian fully digital bank specializing in savings and investment solutions, digital channels are naturally at the heart of its growth strategy.

Since 2021, MeDirect’s marketing team has been working with Universem to structure and optimize its digital campaigns, with a clear objective: maximizing the impact of every marketing action.

In this video, Steven De Backer, Head of Marketing at MeDirect, shares the bank’s marketing challenges and explains how this collaboration helps support the company’s growth.

Steven De Backer — Head of Marketing, MeDirect

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The context

Strong ambitions in a fully digital model

As a fully online bank, MeDirect relies heavily on digital channels to grow its customer base. This reality requires a highly effective marketing strategy capable of driving growth while maintaining strict control over investments.

The marketing team therefore needs to balance ambitious growth targets with limited resources, making campaign efficiency absolutely critical.

📌

The challenge: achieve ambitious growth while keeping every acquisition euro fully accountable.

x2
customer
base

-50%
acquisition
costs

The challenge

Maximizing the impact
of every investment

Like many fast-growing organizations, MeDirect must continuously strike the right balance between performance and efficiency. Every marketing initiative needs to deliver measurable results, whether in terms of acquiring new customers or optimizing acquisition costs.

01
Identify the most relevant audiences quickly

Target the right prospects at the right moment in their decision journey — before competitors even appear on their radar.

02
Test different marketing channels and approaches

Experiment rigorously and quickly understand what actually drives real growth — not what looks good on paper.

03
Continuously adjust campaigns to maximize their impact

Iterate fast based on data, not assumptions — and reallocate every euro toward what genuinely performs.

Our approach

A data-driven approach and continuous optimization

To address these challenges, Universem supports MeDirect in structuring and optimizing its digital campaigns. The approach is built on several key principles.

🎯
Identifying high-value audiences
⚙️
Structuring campaigns for maximum performance
📊
Continuously analyzing results
🔄
Adjusting budgets and targeting based on performance

This methodology provides clear visibility into the effectiveness of marketing investments while allowing campaigns to be optimized continuously. The goal remains the same: ensuring that every euro invested contributes to the company’s growth.

The collaboration

A partnership built on
efficiency and pragmatism

In an environment where resources must be used wisely, the focus is always on identifying the most impactful actions. The collaboration is therefore highly pragmatic and strongly focused on tangible results.

01
Efficiency

Every action is chosen for its measurable impact. No waste — only initiatives that genuinely move the needle for the business.

02
Pragmatism

Real-world decisions grounded in data. Clear priorities, straightforward communication, and delivery always oriented toward business outcomes.

03
Proactivity

Anticipating market shifts, proposing new angles, and always staying one step ahead — so MeDirect is never caught off-guard by what comes next.

Results since 2021

Significant results since 2021

Since the start of the collaboration with Universem, MeDirect’s marketing performance has significantly improved.

×2
Customer base
MeDirect doubled its customer base through targeted acquisition campaigns.
-50%
Acquisition costs
Continuous optimization cut acquisition costs in half over the period.
↑
ROI marketing
Overall efficiency of marketing investments significantly improved year over year.

“The collaboration with Universem has been key to structuring our digital growth — both in terms of customer acquisition and cost efficiency.”
Steven De Backer — Head of Marketing, MeDirect

🤖

Looking ahead

Anticipating new digital opportunities

Beyond optimizing existing campaigns, MeDirect also expects its partner to anticipate market developments. In a constantly evolving digital environment, new technologies regularly create new opportunities.

The rise of artificial intelligence is one of the key levers that will help further improve marketing performance.

The challenge for the coming years

One of the challenges in the coming years will be gradually integrating these technologies into marketing strategies to push campaign optimization even further.

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