Founded in 2012, Draivi helps financial companies grow by connecting them with high-intent customers through smart, results-driven marketing. We run a wide range of online media sites focused on personal finance and lending, and use our own technology to find and deliver quality leads to our partners across international markets. Read more about our history here.
As we closed the books on FY2024 with a recording breaking revenue of 20 million euros, we proudly reflect on a year defined by steady growth, international momentum, delivering value for our partners and a continued commitment to building trust at every level of our business. Amid dynamic market conditions, we’ve not only navigated challenges but capitalized on growth opportunities, positioning ourselves confidently for the future.
International Expansion and Market Leadership
FY2024 demonstrated Draivi’s continued strength in international markets, particularly highlighting rapid growth in Germany and Spain, larger financiarl markets that we entered already a couple of years ago and where we saw significant expansion in 2024. While maintaining our strong market positions in the Nordics, we also laid the groundwork for future growth by making strategic decisions to enter Mexico and Vietnam, setting a clear trajectory for continued global presence and success.
Ville Kymäläinen, CEO:
“FY2024 was about capitalizing on the groundwork we had already laid, especially in markets outside the Nordics. It was also a year of stepping into new territories that may be outside our comfort zone but where we see clear potential to build something long-term. We didn’t just grow. We grew with intent. From strengthening our presence in Germany and Spain to initiating our journey in Mexico and Vietnam, this year proved that our strategy is working. The focus and resilience of our team have given us strong momentum for 2025.”
Read more about our international growth:
- Draivi Expands to Mexico
- Draivi Announces Expansion into Vietnam
- Leading Growth in Spain & Mexico – New country manager
- Draivin’ Scale in South Africa: 100,000+ New Users Monthly
Efficiency and scalability
Financially, Draivi achieved impressive results in FY2024, with strong profitability maintained throughout the year. This reflects our ability to scale efficiently while making strategic investments in new markets and capabilities. These results underscore our business models’ great scalability and continued operational efficiency.
Our investment in technology also improved the experience for partners and clients. Notably, the launch of our Partner API in Spain streamlined operations and fostered deeper integrations with our partners, solidifying our market position as an innovator in performance marketing. We look forward to enhancing and bringing this new feature to other markets later this year.
The Team Behind the Growth
Understanding the vital role talent plays in our growth, 2024 saw Draivi invest significantly in team expansion and talents. Six strategic hires strengthened our capabilities in IT, digital marketing, and market-specific expertise.
Oula Lehtinen, Co-founder:
“When we started Draivi, the idea was to do a few things really well and stay true to what works. This year reminded me how powerful that mindset still is. Seeing new markets take shape and our people thrive across countries has been incredibly rewarding. We’re growing, but we’re doing it our way, with precision, quality and long-term thinking.”
We also made strides in internal culture and processes, achieving a record-breaking employee Net Promoter Score (eNPS) of 75, a clear reflection of our team’s satisfaction and engagement. Key highlights included:
- Team-building events such as the Annual conference in Split and adrenaline filled off-road adventure kick-off in Lohja, strengthening team cohesion.
- Participation in Aalto University’s Radical Creativity program, fostering innovation and collaboration.
- Draivi’s Personnel Fund 1st year of operation
- Our foundational values highlighted in the Co-Founder Story
Industry Recognition and Market Engagement
In a landscape that can be difficult to navigate, we aim to differentiate ourselves by being the most trusted and transparent partner in performance marketing and affiliate services. Our goal is to offer both partners and consumers clarity, consistency, and measurable value where others may not. To hold ourselves accountable to this promise, we track key trust indicators such as our Trustpilot ratings across markets and build our services with two simple questions: Would you use our service? Would you recommend it to your friends and family?
In Germany, our service Netkredit24 holds a Trustpilot rating of 4.6 out of 5, which is a strong indicator of customer satisfaction and value. Similarly, in South Africa, our Arcadia Finance brand is approaching a 4-star rating with a substantial volume of reviews, reflecting meaningful progress in that market. These ratings highlight our ability to deliver value and build trust in diverse consumer environments.
While we’ve seen strong results in some regions, we acknowledge that in Spain we haven’t yet earned the level of trust we aspire to. We are actively working on this, with a brand revamp underway, new partnership ventures in progress, and renewed efforts to better serve local needs and expectations.
Our strategic efforts and market impact did not go unnoticed. Fintech Farm recognized Draivi as a Top Industry Player, affirming our influential role in fintech performance marketing. Additionally, Draivi proudly secured a place on the prestigious FT1000 list for two consecutive years, underscoring our consistent and rapid growth. Throughout the year, we actively participated in industry events across Finland, Hungary, Germany, and even at the Finnish Embassy in Spain to deepen our understanding of these markets, strengthen relationships with existing partners, and foster new collaborations.
What’s Next for Draivi
As we move into 2025, Draivi is focused on executing our growth plans, developing our team, and expanding in the markets where we’re already seeing strong results. Our aim is to do this in a way that earns the trust of both our partners and the consumers who rely on our services.
We’ve had a strong start to the year, particularly outside the Nordics, where we continue to see the majority of our growth. This reinforces our belief that the next chapter of Draivi’s journey will be increasingly international. We recently surpassed a 5 million user milestone, which we aim to double in the coming year.
At the heart of everything we do is trust. We want to continue being a reliable and high-performing service provider—not just for our partners, but also for the consumers who engage with our services across markets. Many of our partnerships span close to a decade, and we take pride in the deep collaboration that drives shared success. One great example is our long-standing relationship with Adtraction, which reflects the kind of partnership we strive to build and nurture.
Draivi is actively strengthening its presence in the fintech ecosystem. As part of this commitment, we have joined two of the main fintech associations in Spain, AEFI and BCN Fintech, as partners and sponsors.
In early 2025, we had the opportunity to present at Google Think Global in Dublin, sharing our approach to growing internationally while staying locally relevant. Events like these inspire us to keep raising the bar, together with our partners and team.
Whether it’s refining our core business, launching new initiatives, or strengthening relationships, we’re moving forward with purpose. We are always open to new conversations and potential partnerships that align with our values and mission.
Thank you to our team, partners, and clients for your continued support and collaboration. Here’s to another year of bold moves and measurable impact!
About Draivi
Founded in 2012, Draivi helps financial companies grow significantly by connecting them with high-intent customers through smart, results-driven marketing. We run a wide range of online media sites focused on personal finance and lending, and use our own technology to find and deliver quality leads to our partners. Our team specializes in digital marketing that drives real results, supporting brokers and lenders across international markets in reaching people actively looking for financial solutions. Read more about us here.