MoneyLion, a New York-based fintech that offers banking, investing, loans and other financial services, announced that it acquired MALKA Media, a content studio and platform that helps creators reach consumers.

Why should we care?
In recent years, MoneyLion has been increasingly leaning into content marketing and influencer-driven strategies to connect with new and existing customers. As part of its content strategy, it rolled out a platform called MoneyLife, which allows for brand storytelling to allow the company to reach more customers. According to a recent investor presentation, MoneyLife is “content that drives low-cost user acquisition and engagement.” It features videos and other influencer content to help drive user connection to the brand. The acquisition of MALKA Media will surely boost the company’s efforts to grow its brand, content strategy, and influencer campaigns. “We have seen first-hand how MALKA’s content capabilities can drive industry-leading customer acquisition and retention at scale,” said MoneyLion CEO Dee Choubey in a statement. “By combining their capabilities with MoneyLion’s financial products and extensive first party data, we will create a durable advantage that accelerates MoneyLion’s customer growth.” The acquisition of MALKA Media allows for closer collaboration between the company and the influencers with which it partners. MALKA Media will continue to operate independently. MoneyLion isn’t the only fintech tapping influencer marketing and content to drive customer acquisition: Other examples include digital banking fintech Current and payments firm Square.