Finding a stable, high-paying advertiser is the ultimate goal for any webmaster. For the past 17 years, Bondora has proven its reliability, consistently operating across the European market and ranking among the Top 5 offers on Leadgid. So what’s their secret?
In this interview, we sat down with Ivo Popp, Bondora’s Country Manager in Estonia, to get an inside look at how the company maintains strong positions across Europe and successfully expands into new markets.
The company isn’t just strengthening its position in core GEOs like Finland and Estonia — it’s also actively expanding into new markets, including the Netherlands and Latvia.
This interview isn’t just a casual chat. It’s your chance to get straight answers to the questions every affiliate cares about:
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What kind of traffic converts best?
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What makes each audience different?
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And how can you use advertiser insights to boost your profits?
Read on to find out how to build a long-term, profitable partnership with Bondora.
Block 1: Key Markets – Finland & Estonia
Let’s start by comparing your two key markets. What would you say is the main difference between Finnish and Estonian customers when it comes to financial habits and needs? What really matters to Finns, and what’s more important for Estonians?
Estonian customers are highly practical-minded. Taking out a loan is viewed as a straightforward financial transaction, and customers aim to make rational, well-informed decisions. This means that affordability and clear, transparent terms are especially important to them.
In the Finnish market, these aspects are equally important; however, there is a stronger emphasis on the trustworthiness of the company and brand when making borrowing decisions. Finnish customers place high value on security, credibility, and peace of mind, which play a significant role in their final choice of lender.
Could you briefly describe your “ideal” borrower in each of these markets? For example — age range, location, typical loan purpose. This will help our webmasters fine-tune their targeting.
While Bondora serves a broad and diverse customer base with varying characteristics, the following variables are, on average, associated with higher loan amounts: age range between 35 and 55; Secondary education or higher; Typically homeowners (house or apartment), often with an existing mortgage; Full-time employment; Average salary at or above the national average (Estonia: €1,500; Finland: €2,800).
Block 2: Product & Conversion
What are the top three benefits of your loan product that webmasters should highlight in their campaigns? What do customers pay the most attention to?
Bondora differentiates itself in the marketplace through a fully digital onboarding process. This means that, following a positive credit decision, customers can receive additional funds quickly and without unnecessary delays or manual reviews.
In addition, Bondora’s loan offering is highly flexible compared to many competitors and can be tailored to a wide range of customer needs. For example, in Estonia we offer loan amounts ranging from €100 to €20,000, with repayment periods between 6 and 120 months. This flexibility ensures that our product is suitable for diverse use cases — whether a customer is seeking a larger amount over a longer term for a home renovation, or a smaller loan to manage short-term cash flow needs at the end of the month.
From a customer perspective, particularly in the non-bank lending segment, the key variable driving borrowing decisions is the monthly payment. Customers primarily evaluate loans based on how the monthly installment fits within their overall cash flow. As a rule of thumb, lower monthly payments are generally more attractive.
To help webmasters bring in high-quality traffic, it’s important they understand who you typically approve. Aside from age and citizenship, what are the key borrower requirements? What do you look at first when reviewing an application?
At Bondora, we continuously refine our credit assessment approach and place strong emphasis on the detailed evaluation of creditworthiness. This is one of the key areas where we believe our competitive edge comes from — and a major reason behind our consistently strong EPC performance.
Overall, credit risk assessment is a complex process, with decisions influenced by multiple factors, including our internal scorecards, data obtained from external sources, bank statement analysis, and the applicant’s general profile characteristics.
To simplify and to answer your question - applicants must demonstrate stable, regular income and should not be over-indebted. In practical terms, this means that based on the customer’s monthly cash flow, there must be sufficient capacity to responsibly service an additional loan.
Block 3: Partnership & Future
What kind of data or insights can you share with partners to help them analyze and optimize their campaigns? For example, information on the most popular loan amounts, terms, or loan purposes.
When it comes to loan purposes, we see that Bondora is the go-to provider in our markets for covering everyday and unexpected expenses — which makes sense given our fully automated onboarding process.
In addition, we’re seeing increasing demand from customers applying for loans for debt consolidation or refinancing, as well as for home renovations and car purchases.
You’re now several years operational in the Netherlands and last year launched in Latvia. Could you tell us more about these markets? What makes them unique, and what opportunities do you see there for webmasters?
Latvia is a particularly interesting market from a marketing channel mix perspective. It is highly developed when it comes to broker platforms, while the affiliate channel is not yet as mature compared to some other markets. This creates a potential opportunity for webmasters, as there is room to grow and establish strong positions within the affiliate space before it becomes more competitive.
The Netherlands is a mature and highly regulated financial market with well-informed consumers. Dutch customers tend to compare offers carefully, pay close attention to transparency, and expect clear communication regarding pricing and terms. Trust, compliance, and brand credibility play an important role in the decision-making process. In terms of the market size (population) it’s an attractive marketplace in the EU.
And finally, what’s the one key piece of advice you would give webmasters who want to build a long-term and successful partnership with Bondora?
Stay with us! At Bondora, we are continuously innovating and striving to gain the next competitive edge—always staying one step ahead of the competition.
Ready to scale with top-performing offers?
Bondora means stable conversions and strong payouts. There’s a reason these offers consistently rank in the Top 5 on Leadgid. If you’re looking for a reliable advertiser you can work with long-term and confidently scale your campaigns, this is it.
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1034 Bondora EE CPS
Run traffic to Estonia and earn €120 for every issued loan. A stable offer with a clear, well-understood audience.
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4273 Bondora FI
Tap into the Finnish market with a 2.3% payout from the loan amount. A great opportunity if you’re working with high-quality traffic.
Stop testing random hypotheses on unstable offers. Choose a proven partner — and start earning with Bondora today.
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