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  • The brief
  • Start here
  • Idea portfolio
  • Effort vs impact
  • This week · 6
  • This quarter · 8
  • Big bets · 3
  • Wildcards · 4
  • How we can help
Generated Oct 18, 2026
  1. Programmable
  2. Playbooks
  3. Array
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growth playbook · Oct 18, 2026

array.com (opens in a new tab)

Array growth playbook

Diagnosis

Array is hiring to turn an acquisition-fuelled product catalogue into repeatable pipeline. A Digital Marketing Manager will build paid, SEO and AI-search programs from scratch, measured on pipeline by vertical. Vertical Marketing Managers will write 1:1 messages for must-get accounts. A Channel Manager will make digital banking partners sell.

AMs and CSMs are measured on cross-selling new products, and a Strategic AE will chase large deals outside banking. The raw material is strong: 19 products, four acquisitions this year, Narmi and Tyfone partnerships and real client results. But the proof is hard to reach.

Seven of ten customer story pages are empty, the blog sits on a subdomain, numbers disagree between pages, and partners are only logos. This playbook fixes the proof first, then builds the partner, vertical and expansion engines the hires are for.

Growth Score

7/10

Biggest Opportunity

Selling through the platforms banks already use: launch kits and pages for Narmi, Tyfone and Access Softek institutions, a partner-sourced pipeline engine, and cross-selling the four 2026 acquisitions into existing accounts.

Biggest Risk

An acquisition-heavy catalogue can blur the story: 19 products, conflicting size claims and empty proof pages make Array look less proven than SavvyMoney-style specialists to a cautious bank buyer.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Fix the seven customer stories that open to an empty page

    Open the seven URLs, confirm which content still exists in the CMS, and list what is missing for each.

    High impact First result in 1 week
  2. 2

    Update the rent reporting page for California AB 2747 and email California property managers

    Have counsel confirm the AB 2747 summary and the fee wording, then update the page.

    High impact First result in 3 weeks
  3. 3

    Use one set of numbers for Array's size, everywhere

    Pull the current client, consumer and report counts from finance and data.

    Medium impact First result in 2 weeks

02

Your idea portfolio

21 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

    2 of these are things Programmable can build and run for you.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 5Big bets · 9Fill-ins · 5Reconsider · 2
Effort →

Showing 21 of 21 ideas

This week 6

Quick wins with a clear first action.

  • 01

    Seven of the ten customer story pages in Array's sitemap, including the Beem story the index features with "96% Adoption Rate", load only the menu and footer. A banker who clicks READ FULL STORY sees nothing, and search engines index seven copies of an empty page.

    High impactLow effort First result in 1 week Head of Marketing

    First action

    Open the seven URLs, confirm which content still exists in the CMS, and list what is missing for each.

    How to measure it

    Customer story pages rendering their story

    Now
    –
    Target
    10 of 10
    By
    2 weeks

    Steps

    1. 1

      List the broken pages

      Record each URL, its title and whether the story text exists in the CMS.

      Head of Marketing 1 hour

    2. 2

      Find the cause

      Check whether the seven share a template, a missing field or a failed data fetch.

      Engineering 2 hours

    3. 3

      Restore the content

      Republish each story as text: challenge, rollout, numbers, a named quote.

      Head of Marketing 2 days

    4. 4

      Give each page its own title

      Company name, the headline result and the product in the title and description.

      Digital Marketing Manager 2 hours

    5. 5

      Add a summary box

      Customer type, products, launch time and the headline number at the top.

      Vertical Marketing Manager 3 hours

    6. 6

      Guard against a repeat

      A build check that fails when a story page has no body text.

      Engineering 2 hours

    7. 7

      Tell the field

      Send AEs and AMs the fixed links with a one-line use for each.

      Vertical Marketing Manager 30 minutes

    First result
    1 week
    Cost
    $0
    Owner
    Head of Marketing

    Smallest test

    Fix Beem first and watch clicks from the index to the story for a week.

    Why it works

    Restore or rebuild the seven stories (Beem, California Credit Union, Dumbo Credit, Financial Plus Credit Union, IdentityProtect.com, RealPage, Stearns Bank) as text with a summary box, give each its own title and description, and add a check to the release process that fails a build when a story renders without its body.

    Proof is what the new Vertical Marketing Managers and AEs will send to must-get accounts, and Array already has the results (Financial Plus's 3x-4x loan value, Beem's 96%). Shipping the stories is faster than producing new ones, and the Digital Marketing Manager's first SEO audit would flag it anyway.

    Ready to use

    ChecklistStory page check

    [ ] Page title names the customer and the result
[ ] Story text renders without JavaScript errors
[ ] Summary box: customer type, products, launch time, headline number
[ ] A named quote with title
[ ] One call to action: talk with an expert
[ ] Listed in the sitemap once, with its own description
[ ] Linked from the matching vertical page

    Risks and how to handle them

    • Some story content is lost

      Ask the customer for two numbers and a quote again; publish the ones they approve first.

    • A customer no longer wants to be named

      Anonymize as "a $27B community bank", as the FI page already does.

    Evidence

    • Your websiteCustomer stories: the index features "Beem Drives 96% Adoption Rate with Array's Identity Theft Protection" with a READ FULL STORY link. Of ten story URLs in the sitemap, seven (Beem, California Credit Union, Dumbo Credit, Financial Plus Credit Union, IdentityProtect.com, RealPage and Stearns Bank) load the generic "Hear From Our Customers" title and show no story, only the menu and footer; Brigit, LegalPRO and Magnolia load.Source
    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
    • HiringVertical Marketing Manager ($160,000+ base, reports to the Senior Partner, Marketing): owns one GTM Pod's customer profiles, value propositions and competitive positioning; personalized messaging by account tier, persona and pain point; 1:1 campaigns for must-get accounts and 1:few for the next tier; field enablement personalized to the account (decks, competitor comparisons, ROI tools, customer stories); goal to position Array as "the standard for embedded financial wellness, identity, and privacy products".Source
    • HiringDigital Marketing Manager (reports to the Head of Marketing, $160,000+ base): Array's "in-house performance marketing engine". Owns Google Ads and LinkedIn end to end, aimed at Tier 1/Tier 2 must-get accounts across five verticals; builds SEO and AI-search visibility "from a standing start"; owns landing pages, A/B tests and the Qualified chatbot routing into Salesforce; owns UTM discipline, Salesforce campaign hygiene and a pipeline-by-channel view. At 90 days: paid accounts audited and rebuilt, a keyword map by vertical, tests on the top conversion paths. Stack: Salesforce, HubSpot, ZoomInfo (intent), Gong.Source
  • 02

    Array's data furnishing page still says "mandated rent reporting may be coming" and cites only SB 1157 for subsidized housing. Since April 1, 2025, California landlords with buildings of 16 or more units must offer every tenant rent reporting, at no more than $10 a month.

    High impactLow effort First result in 3 weeks Vertical Marketing Manager

    First action

    Have counsel confirm the AB 2747 summary and the fee wording, then update the page.

    How to measure it

    Meetings with California landlords or PMS partners

    Now
    –
    Target
    8
    By
    60 days

    Steps

    1. 1

      Confirm the rule

      Counsel checks unit threshold, timing, fee cap and exemptions.

      Head of Marketing 3 days

    2. 2

      Rewrite the page section

      AB 2747 first, SB 1157 as history, how Array handles it end to end.

      Vertical Marketing Manager 1 day

    3. 3

      Build the checklist

      Who must offer, when, fee, record keeping, tenant opt-in.

      Vertical Marketing Manager 3 hours

    4. 4

      Build the list

      California multifamily operators with 16+ unit buildings, from association rosters and ZoomInfo.

      Digital Marketing Manager 1 day

    5. 5

      Send the campaign

      Three short emails: the rule, the checklist, a 20-minute call.

      Vertical Marketing Manager 2 hours

    6. 6

      Brief the AEs

      A one-paragraph talk track for property management prospects.

      Vertical Marketing Manager 1 hour

    First result
    3 weeks
    Cost
    $0 plus legal review
    Owner
    Vertical Marketing Manager

    Smallest test

    Publish the page update and send the first email to 100 California operators.

    Run this outreach. The sequence sent for you: addresses found and verified, replies routed to your CRM. Usually live within days.

    Book a working session

    Why it works

    Rewrite the section around AB 2747: who must offer it, when (lease signing and yearly), the fee cap, and how Array's data furnishing and BuildCredit Rent cover it. Then send a short campaign to California property managers and PMS partners with a compliance checklist.

    A rule that already applies is a stronger reason to buy than "may be coming". Array already furnishes rent and has a RealPage customer story, so it can answer the compliance question this week.

    Ready to use

    EmailAB 2747 first email

    Subject: Your California tenants can now ask you to report their rent

Hi {first_name},

Since April 1, 2025, California landlords with buildings of 16 or more units must offer tenants positive rent reporting (AB 2747), at no more than $10 a month, at lease signing and once a year after.

Array already furnishes rent payments to the bureaus, handles disputes and the Metro2 file, and offers tenants a credit-building view of the payments. Here is a one-page checklist of what the rule asks for: {link}

Worth 20 minutes to see whether your current setup covers it?

{sender}

    Risks and how to handle them

    • Reads as legal advice

      Link the statute, date the page and add "not legal advice".

    • Few property managers on the list

      Go through PMS partners and associations instead of direct email.

    Evidence

    • Your websiteData furnishing page: reports mortgage, auto, student and personal loan, rent and HOA payments to the bureaus, with Metro2 translation and FCRA-trained dispute handling; under "Mandated rent reporting may be coming" it cites California SB 1157 (2021) for subsidized housing only; reporting is run by Datalinx, "supporting clients for nearly 20 years".Source
    • Search resultsCalifornia AB 2747 (signed September 2024): landlords of residential buildings with 16 or more units must offer tenants the option of having on-time rent reported to a credit bureau, in force from April 1, 2025, at the lesser of $10 a month or actual cost; offers are made at lease signing and at least once a year after.Source
    • Your websiteCustomer stories: the index features "Beem Drives 96% Adoption Rate with Array's Identity Theft Protection" with a READ FULL STORY link. Of ten story URLs in the sitemap, seven (Beem, California Credit Union, Dumbo Credit, Financial Plus Credit Union, IdentityProtect.com, RealPage and Stearns Bank) load the generic "Hear From Our Customers" title and show no story, only the menu and footer; Brigit, LegalPRO and Magnolia load.Source
  • 03

    Pages disagree: "over 100 organizations" on one page, "hundreds" on others; "over 1 million users" versus "millions of consumers" and "tens of millions of reports"; a "$67M" Series A; and employee-benefits statistics from 2019 and 2020. A diligent bank buyer notices.

    Medium impactLow effort First result in 2 weeks Head of Marketing

    First action

    Pull the current client, consumer and report counts from finance and data.

    How to measure it

    Conflicting size claims on the site

    Now
    –
    Target
    0
    By
    2 weeks

    Steps

    1. 1

      Get the numbers

      Clients, consumers, reports, median launch time, dated this quarter.

      Head of Marketing 1 day

    2. 2

      Find every version

      Search the site, deck and blog for each claim.

      Digital Marketing Manager 2 hours

    3. 3

      Replace them

      One sentence per number, with "as of" dates.

      Head of Marketing 3 hours

    4. 4

      Refresh old statistics

      Swap 2019–2020 sources for current ones or remove them.

      Vertical Marketing Manager 3 hours

    5. 5

      Update the press kit

      Same numbers in the boilerplate.

      Head of Marketing 1 hour

    6. 6

      Set a review date

      Re-check the numbers every quarter.

      Head of Marketing 15 minutes

    First result
    2 weeks
    Cost
    $0
    Owner
    Head of Marketing

    Smallest test

    Fix the homepage and the three vertical pages buyers visit most.

    Why it works

    Agree one current figure each for organizations served, consumers reached, reports run and launch time, then replace every version on the site and in the sales deck, and refresh or remove the 2019–2020 statistics.

    Bank and credit union buyers read vendor pages during due diligence. Consistent, dated numbers make every other claim (2.2x return visits, 4–6 week launches) more believable, and the Vertical Marketing Managers need one source of truth for their messaging frameworks.

    Risks and how to handle them

    • Current numbers look smaller

      Use the most impressive true measure (reports run, consumers reached) and date it.

    Evidence

    • Your websiteEmployee benefits page: "Closed Series A round raising $67M in total"; "Array works with over 100 organizations"; "Over 1 million users have managed their credit using Array's components"; supporting statistics are dated April 2020, May 2019 and July 2019; Brigit case: 30% engagement in 9 months, 2.1 visits a month. Other pages say "hundreds of organizations" and "millions of consumers".Source
    • Your websiteHomepage: a banner reads "Chimney, EarnUp and Penny Finance have joined forces with Array!"; "Turn 18-month builds into a 6-12 week deployment"; embed, private label or API; "Our data practices comply with the Fair Credit Reporting Act"; "hundreds of organizations have partnered with Array". The footer lists 19 products across credit health, identity security, digital finance and data.Source
    • Your websiteFor Consumers page: "Why is Array involved with my data? ... you may see our name pop up from time to time"; "tens of millions of reports"; PCI level 1; links to the privacy policy and a contact form. Security page: SOC 2 Type II, PCI-DSS 4.0, tokenization, bureau security audits handled for clients.Source
    • HiringVertical Marketing Manager ($160,000+ base, reports to the Senior Partner, Marketing): owns one GTM Pod's customer profiles, value propositions and competitive positioning; personalized messaging by account tier, persona and pain point; 1:1 campaigns for must-get accounts and 1:few for the next tier; field enablement personalized to the account (decks, competitor comparisons, ROI tools, customer stories); goal to position Array as "the standard for embedded financial wellness, identity, and privacy products".Source
  • 04

    Array bought Chimney, Penny Finance, EarnUp and Hansa this year, and its Account Manager and Client Success Manager are measured on new product sales and expansion. The homepage banner names three of the four deals; nothing tells an existing client what each one means for its own users.

    High impactLow effort First result in 3 weeks Account Manager

    First action

    Map each current client to its type and the products it already runs.

    How to measure it

    New product opportunities from existing accounts

    Now
    –
    Target
    15
    By
    90 days

    Steps

    1. 1

      Map the accounts

      Client type and products in use, from Salesforce.

      Account Manager 1 day

    2. 2

      Write the five sheets

      Fit, user benefit, effort and revenue model for each new tool.

      Vertical Marketing Manager 2 days

    3. 3

      Add Hansa to the banner

      All four acquisitions, linking to one platform page.

      Digital Marketing Manager 30 minutes

    4. 4

      Train the AMs

      A 30-minute session on the talk track.

      Account Manager 1 hour

    5. 5

      Book the QBRs

      Each AM and CSM books their top accounts.

      Account Manager 2 hours

    6. 6

      Track it

      A Salesforce campaign for every opportunity opened from a sheet.

      Digital Marketing Manager 1 hour

    First result
    3 weeks
    Cost
    $0
    Owner
    Account Manager

    Smallest test

    Take the credit union sheet to five QBRs and count opportunities opened.

    Why it works

    One page per client type (credit union, bank, fintech, credit services, employee benefits) showing which new tools fit: calculators and property data (Chimney), guidance (Penny), paycheck-aligned payments (EarnUp), business credit (Hansa), with the launch effort and the revenue model for each. AMs bring it to every QBR this quarter.

    Expansion is cheaper than new logos, and acquisitions are the moment clients pay attention. Each sheet turns a press release into a concrete reason to add a product.

    Risks and how to handle them

    • Integration of the acquired products is not finished

      Show only what can be launched now and mark the rest "coming".

    Evidence

    • NewsroomPress releases: Array acquires Hansa to help small businesses build and manage their credit (October 15, 2026); partnership with Tyfone for community banks and credit unions (September 15, 2026); partnership with Narmi, which launches Narmi FinHealth (August 31, 2026); acquisitions of EarnUp (February 25, 2026), Penny Finance (February 23, 2026) and Chimney (February 11, 2026); Access Softek launches Array+ (October 27, 2025).Source
    • HiringExpansion roles: an Account Manager with "new product sales targets" inside existing accounts, cross-sell, upsell and renewals (knowledge of "consumer cybersecurity" a plus), and a Client Success Manager owning a book of roughly $5M+ ARR, accountable for retention and "expansion into additional Array products".Source
    • Your websiteHomepage: a banner reads "Chimney, EarnUp and Penny Finance have joined forces with Array!"; "Turn 18-month builds into a 6-12 week deployment"; embed, private label or API; "Our data practices comply with the Fair Credit Reporting Act"; "hundreds of organizations have partnered with Array". The footer lists 19 products across credit health, identity security, digital finance and data.Source
    • Search resultsCoverage of the Hansa deal: it adds embedded business credit monitoring, furnishing of business tradelines to commercial bureaus, and retargeting offers based on business credit profiles; Hansa ran a free web app for small business owners to keep lender data accurate and get prequalified for loans and cards.Source
  • 05

    The Digital Marketing Manager is told that a program that can't be tied to new customers, retention or land-and-expand "doesn't run". That needs UTMs, Salesforce campaigns and the Qualified chatbot routing to agree first.

    High impactLow effort First result in 1 month Digital Marketing Manager

    First action

    Export last quarter's opportunities and check how many have a source.

    How to measure it

    Opportunities with a channel and campaign

    Now
    –
    Target
    90%
    By
    30 days

    Steps

    1. 1

      Export opportunities

      Last two quarters with source fields.

      Digital Marketing Manager 2 hours

    2. 2

      Audit UTMs

      Every ad, email and partner link.

      Digital Marketing Manager 1 day

    3. 3

      Fix routing

      Qualified, forms and HubSpot to Salesforce with source attached.

      Marketing Ops 2 days

    4. 4

      Map campaigns

      One Salesforce campaign per program and vertical.

      Digital Marketing Manager 1 day

    5. 5

      Build the view

      Pipeline by channel and vertical, weekly.

      Digital Marketing Manager 1 day

    6. 6

      Agree definitions

      Sourced versus influenced, with the SVP of Sales.

      Head of Marketing 1 hour

    First result
    1 month
    Cost
    $0
    Owner
    Digital Marketing Manager

    Smallest test

    Tag one live campaign end to end and follow its leads into Salesforce.

    Why it works

    Audit UTMs on every live ad and email, map each to a Salesforce campaign, check that the Qualified chatbot and forms route with the source attached, and publish a weekly pipeline-by-channel and by-vertical view in the terms sales uses.

    Every later idea in this playbook (paid search, partner pages, vertical campaigns) needs a fair test. Without attribution the first quarter of spend can't be defended or cut.

    Risks and how to handle them

    • Partner-sourced deals stay invisible

      Add a partner field so channel pipeline is counted too.

    Evidence

    • HiringDigital Marketing Manager (reports to the Head of Marketing, $160,000+ base): Array's "in-house performance marketing engine". Owns Google Ads and LinkedIn end to end, aimed at Tier 1/Tier 2 must-get accounts across five verticals; builds SEO and AI-search visibility "from a standing start"; owns landing pages, A/B tests and the Qualified chatbot routing into Salesforce; owns UTM discipline, Salesforce campaign hygiene and a pipeline-by-channel view. At 90 days: paid accounts audited and rebuilt, a keyword map by vertical, tests on the top conversion paths. Stack: Salesforce, HubSpot, ZoomInfo (intent), Gong.Source
    • programmable.infoSite scan of array.com: SvelteKit; 67 URLs in the sitemap (products 19, company 13, customer stories 11, vertical solutions 5); Mozilla Observatory C- (45/100); 21 customer logos; SOC 2 and PCI DSS; status page on Statuspage; developer docs on ReadMe at docs.array.com; 2 news mentions in 30 days, the latest the Hansa acquisition.Source
  • 06

    Array announced partnerships with Narmi (August 31) and Tyfone (September 15). Each partner's existing bank and credit union clients can now switch Array on, but the site shows partners only as logos and has no page that tells a Narmi or Tyfone institution what to do next.

    High impactLow effort First result in 1 month Channel Manager

    First action

    Ask Narmi and Tyfone for the list of clients that have asked about FinHealth or financial wellness tools.

    How to measure it

    Opportunities sourced by Narmi and Tyfone

    Now
    –
    Target
    10
    By
    90 days

    Steps

    1. 1

      Agree the kit with each partner

      What they can say, co-branding rules, who books meetings.

      Channel Manager, Digital Banking Partners 2 days

    2. 2

      Write the one-pager

      Member benefit, launch steps, pricing choices, proof.

      Vertical Marketing Manager 1 day

    3. 3

      Write member announcements

      Email, in-app banner and newsletter blurb.

      Vertical Marketing Manager 1 day

    4. 4

      Train partner reps

      A 30-minute session per partner.

      Channel Manager, Digital Banking Partners 2 hours

    5. 5

      Add a booking link

      Tagged by partner in Salesforce.

      Digital Marketing Manager 1 hour

    6. 6

      Review weekly

      Opportunities and blockers with each partner.

      Channel Manager, Digital Banking Partners 30 minutes a week

    First result
    1 month
    Cost
    $0
    Owner
    Channel Manager, Digital Banking Partners

    Smallest test

    Send the kit to five Narmi clients that already run another Narmi add-on.

    Why it works

    Build a co-branded kit per partner: a one-page "what your members get", the 4–6 week launch path, pricing models (free or premium), three member-facing announcement templates and a booking link. The Channel Manager walks each partner's sales team through it.

    The cheapest new logos are institutions already on a partner's platform. A ready kit lets partner reps sell without Array in the room, which is what the Channel Manager is measured on.

    Risks and how to handle them

    • Partner reps don't use it

      Tie a small spiff to first meetings booked, as the role already plans for partner incentives.

    Evidence

    • NewsroomPress releases: Array acquires Hansa to help small businesses build and manage their credit (October 15, 2026); partnership with Tyfone for community banks and credit unions (September 15, 2026); partnership with Narmi, which launches Narmi FinHealth (August 31, 2026); acquisitions of EarnUp (February 25, 2026), Penny Finance (February 23, 2026) and Chimney (February 11, 2026); Access Softek launches Array+ (October 27, 2025).Source
    • HiringChannel Manager, Digital Banking Partners (reports to the SVP of Partnerships): owns each channel relationship end to end, including its P&L; leads SKOs and QBRs with partners; trains and equips partner sales reps; aligns partner compensation and incentives; runs co-marketing; builds partner-sourced and partner-influenced pipeline with joint business plans.Source
    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source

This quarter 8

The core plays for the next three months.

  • 07

    Banks and credit unions choose add-ons from what their digital banking platform supports. Array's partners (Narmi, Tyfone, Access Softek and others) appear only as logos, so a search for credit monitoring on a given platform finds nothing from Array.

    High impactMedium effort First result in 3 months Digital Marketing Manager

    First action

    List every live digital banking integration and the clients on each.

    How to measure it

    Demo requests from platform pages

    Now
    –
    Target
    6 a month
    By
    4 months

    Steps

    1. 1

      List the platforms

      Live integrations and which clients run on each.

      Channel Manager, Digital Banking Partners 1 day

    2. 2

      Agree wording with partners

      Names, logos, what can be claimed.

      Channel Manager, Digital Banking Partners 1 week

    3. 3

      Write a template

      Products, launch time, member view, proof, call to action.

      Digital Marketing Manager 1 day

    4. 4

      Publish the first three

      Narmi, Tyfone, Access Softek.

      Digital Marketing Manager 1 week

    5. 5

      Link them

      From the FI page, the partner logos and the newsroom posts.

      Digital Marketing Manager 2 hours

    6. 6

      Track queries

      Search Console and AI-answer checks per platform.

      Digital Marketing Manager 1 hour a month

    First result
    3 months
    Cost
    $0
    Owner
    Digital Marketing Manager

    Smallest test

    Publish the Narmi page and check impressions after a month.

    Why it works

    Publish a page per integrated platform: what is available, launch time on that platform, member experience screenshots, a named client on it where possible, and a booking link. Add them to the sitemap and the FI page.

    These are bottom-of-funnel searches by people already shopping, and the Digital Marketing Manager is building SEO and AI-search visibility from scratch. Platform pages are also what answer engines quote.

    Risks and how to handle them

    • Partners resist public pages

      Offer co-authored pages and link back to their marketplace listing.

    Evidence

    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
    • NewsroomPress releases: Array acquires Hansa to help small businesses build and manage their credit (October 15, 2026); partnership with Tyfone for community banks and credit unions (September 15, 2026); partnership with Narmi, which launches Narmi FinHealth (August 31, 2026); acquisitions of EarnUp (February 25, 2026), Penny Finance (February 23, 2026) and Chimney (February 11, 2026); Access Softek launches Array+ (October 27, 2025).Source
    • HiringDigital Marketing Manager (reports to the Head of Marketing, $160,000+ base): Array's "in-house performance marketing engine". Owns Google Ads and LinkedIn end to end, aimed at Tier 1/Tier 2 must-get accounts across five verticals; builds SEO and AI-search visibility "from a standing start"; owns landing pages, A/B tests and the Qualified chatbot routing into Salesforce; owns UTM discipline, Salesforce campaign hygiene and a pipeline-by-channel view. At 90 days: paid accounts audited and rebuilt, a keyword map by vertical, tests on the top conversion paths. Stack: Salesforce, HubSpot, ZoomInfo (intent), Gong.Source
    • Your websiteThe blog lives on a separate HubSpot subdomain, blog.array.com; array.com/blog returns 404 and the array.com sitemap (67 URLs) has no articles. Latest post June 30, 2026 (My Credit Manager adds VantageScore 4.0); spring 2026 posts cover the Repayment Assistance Plan, property data for lead generation, rent reporting, and why Penny Finance and Chimney joined.Source
  • 08

    Array sells into five verticals and the Vertical Marketing Manager role exists because "generic messages don't win must-get accounts". Today the vertical pages share one structure and generic proof.

    High impactMedium effort First result in 6 weeks Vertical Marketing Manager

    First action

    Pick the first pod and its 10 Tier 1 accounts.

    How to measure it

    Tier 1 accounts with a meeting

    Now
    –
    Target
    30%
    By
    1 quarter

    Steps

    1. 1

      Pick the pod

      The pod with the clearest Tier 1 list.

      Vertical Marketing Manager 1 day

    2. 2

      Write the message house

      Best-fit customer profile, pains, proof, objections, competitors.

      Vertical Marketing Manager 1 week

    3. 3

      Build the page template

      Account data, fitting tools, projected outcome, contact.

      Digital Marketing Manager 1 week

    4. 4

      Make ten pages

      Researched per account.

      Vertical Marketing Manager 2 weeks

    5. 5

      Send with the AE

      In sequences and before meetings.

      Account Executive 1 day

    6. 6

      Learn and extend

      What opened meetings goes into the next pod.

      Vertical Marketing Manager 2 days

    First result
    6 weeks
    Cost
    $1,000 for data and tooling
    Owner
    Vertical Marketing Manager

    Smallest test

    Send five personalized pages and five standard decks, compare replies.

    Why it works

    Write one message house per GTM Pod (best-fit customer profile, pains, proof, objections, competitors), then build a private, personalized page for each Tier 1 account: their member or user count, the tools that fit, a projected outcome from Array's own benchmarks and a named contact.

    Account-level pages give AEs something to send that is about the account, not Array, and they make the 1:1 campaigns trackable.

    Risks and how to handle them

    • Projections overpromise

      Use ranges from published client results and say they are examples.

    Evidence

    • HiringVertical Marketing Manager ($160,000+ base, reports to the Senior Partner, Marketing): owns one GTM Pod's customer profiles, value propositions and competitive positioning; personalized messaging by account tier, persona and pain point; 1:1 campaigns for must-get accounts and 1:few for the next tier; field enablement personalized to the account (decks, competitor comparisons, ROI tools, customer stories); goal to position Array as "the standard for embedded financial wellness, identity, and privacy products".Source
    • HiringDigital Marketing Manager (reports to the Head of Marketing, $160,000+ base): Array's "in-house performance marketing engine". Owns Google Ads and LinkedIn end to end, aimed at Tier 1/Tier 2 must-get accounts across five verticals; builds SEO and AI-search visibility "from a standing start"; owns landing pages, A/B tests and the Qualified chatbot routing into Salesforce; owns UTM discipline, Salesforce campaign hygiene and a pipeline-by-channel view. At 90 days: paid accounts audited and rebuilt, a keyword map by vertical, tests on the top conversion paths. Stack: Salesforce, HubSpot, ZoomInfo (intent), Gong.Source
    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
    • Your websiteEmployee benefits page: "Closed Series A round raising $67M in total"; "Array works with over 100 organizations"; "Over 1 million users have managed their credit using Array's components"; supporting statistics are dated April 2020, May 2019 and July 2019; Brigit case: 30% engagement in 9 months, 2.1 visits a month. Other pages say "hundreds of organizations" and "millions of consumers".Source
  • 09

    Array's case for financial institutions is new revenue and engagement, and its own pages already carry the inputs: premium Identity and Privacy Protect conversion, Offers Engine loan lift, return visits. The Vertical Marketing Manager is asked for ROI tools.

    High impactMedium effort First result in 2 months Vertical Marketing Manager

    First action

    Agree the three formulas and ranges with finance.

    How to measure it

    Calculator completions that book a call

    Now
    –
    Target
    20%
    By
    3 months

    Steps

    1. 1

      Agree formulas

      Premium revenue, offer-driven loans, engagement.

      Vertical Marketing Manager 1 week

    2. 2

      Pick ranges

      From published client results, low and high.

      Vertical Marketing Manager 2 days

    3. 3

      Build it

      A simple page with a PDF output.

      Engineering 2 weeks

    4. 4

      Review compliance

      Projections language and disclaimers.

      Head of Marketing 3 days

    5. 5

      Launch

      On the FI page, in AE sequences and partner kits.

      Digital Marketing Manager 1 day

    6. 6

      Review results

      Completion, bookings, deal size by input.

      Vertical Marketing Manager 1 hour a month

    First result
    2 months
    Cost
    $0 plus build time
    Owner
    Vertical Marketing Manager

    Smallest test

    A spreadsheet version used by AEs on five calls.

    Why it works

    Build a calculator: members or customers, digital adoption, which tools are free or paid, a price, and it shows projected premium revenue and offer-driven loan volume with ranges from published client results. It ends in a booking link and a PDF for the buyer's board deck.

    A credit union CFO has to justify a vendor to a board. A number they can put in that deck moves the deal, and it captures the account size Array needs to qualify.

    Risks and how to handle them

    • Inputs differ from reality

      Show ranges and the source of each assumption.

    Evidence

    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
    • Your websitePricing page: "Pay only for usage. Choose what you charge." Per member per month or per transaction; clients can charge consumers or offer tools free; no prices or examples. Fintech page: "10-20% of users who scan their name purchase a subscription ($100-$300/yr)" for Privacy Protect (Array internal data, March 2022).Source
    • HiringVertical Marketing Manager ($160,000+ base, reports to the Senior Partner, Marketing): owns one GTM Pod's customer profiles, value propositions and competitive positioning; personalized messaging by account tier, persona and pain point; 1:1 campaigns for must-get accounts and 1:few for the next tier; field enablement personalized to the account (decks, competitor comparisons, ROI tools, customer stories); goal to position Array as "the standard for embedded financial wellness, identity, and privacy products".Source
  • 10

    Hansa adds business credit monitoring, business tradeline furnishing and retargeting offers. Community banks and credit unions that already run Array for consumers also have small business members, and none of Array's five vertical pages speaks to them yet.

    High impactMedium effort First result in 3 months SVP of Sales

    First action

    Ask the AMs which FI clients have the largest small business portfolios.

    How to measure it

    Pilots signed

    Now
    –
    Target
    3
    By
    1 quarter

    Steps

    1. 1

      Define the package

      What exists today, what is roadmap, price model.

      Product 2 weeks

    2. 2

      Pick pilot clients

      Three FIs with active small business lending.

      Account Manager 1 week

    3. 3

      Write the page

      A sixth vertical page for business credit.

      Vertical Marketing Manager 1 week

    4. 4

      Brief the field

      AEs and AMs on who to call first.

      SVP of Sales 1 day

    5. 5

      Run the pilots

      Launch, then track enrollment and offers.

      Lead Deployment Engineer 6 weeks

    6. 6

      Publish the result

      A text case study with the pilot numbers.

      Vertical Marketing Manager 1 week

    First result
    3 months
    Cost
    Pilot pricing concessions
    Owner
    SVP of Sales

    Smallest test

    Pitch the add-on in three existing QBRs.

    Why it works

    Package a small business add-on for existing FI clients: the owner's personal credit view alongside the business profile, business tradeline reporting for the bank's loans, and offers for business cards and loans. Pilot it with three clients and publish the first result.

    An add-on to a live client avoids a new procurement cycle, and it gives the AEs a new reason to call institutions that already know Array.

    Risks and how to handle them

    • Integration takes longer than a quarter

      Start with the standalone hosted experience, which needs no deep integration.

    Evidence

    • NewsroomPress releases: Array acquires Hansa to help small businesses build and manage their credit (October 15, 2026); partnership with Tyfone for community banks and credit unions (September 15, 2026); partnership with Narmi, which launches Narmi FinHealth (August 31, 2026); acquisitions of EarnUp (February 25, 2026), Penny Finance (February 23, 2026) and Chimney (February 11, 2026); Access Softek launches Array+ (October 27, 2025).Source
    • Search resultsCoverage of the Hansa deal: it adds embedded business credit monitoring, furnishing of business tradelines to commercial bureaus, and retargeting offers based on business credit profiles; Hansa ran a free web app for small business owners to keep lender data accurate and get prequalified for loans and cards.Source
    • HiringThree new-business sellers: an Account Executive selling to banks, credit unions, fintechs and the "credit services and debt settlement" industries (trade association meetings and conferences); an Account Executive, Partnerships; and a Strategic Account Executive for large, multi-industry enterprise deals reporting to the SVP of Sales ("Array's next chapter of growth").Source
    • HiringExpansion roles: an Account Manager with "new product sales targets" inside existing accounts, cross-sell, upsell and renewals (knowledge of "consumer cybersecurity" a plus), and a Client Success Manager owning a book of roughly $5M+ ARR, accountable for retention and "expansion into additional Array products".Source
  • 11

    The Digital Marketing Manager owns Google Ads and LinkedIn aimed at must-get accounts. Buyers comparing embedded credit tools search category terms and competitor names (SavvyMoney is the best known in banking).

    Medium impactMedium effort First result in 6 weeks Digital Marketing Manager

    First action

    List 30 category and comparison terms and their volumes.

    How to measure it

    Cost per opportunity from paid search

    Now
    –
    Target
    under $2,500
    By
    3 months

    Steps

    1. 1

      Build the term list

      Category, use case and comparison terms.

      Digital Marketing Manager 1 day

    2. 2

      Write the comparison page

      Fair, dated, sourced.

      Vertical Marketing Manager 1 week

    3. 3

      Legal review

      Competitor claims and trademarks in ads.

      Head of Marketing 3 days

    4. 4

      Launch campaigns

      Small budgets per vertical.

      Digital Marketing Manager 2 days

    5. 5

      Retarget

      LinkedIn to visitors from Tier 1/Tier 2 domains.

      Digital Marketing Manager 1 day

    6. 6

      Cut what fails

      Weekly, by opportunity cost.

      Digital Marketing Manager 1 hour a week

    Who to approach

    • SavvyMoney

      Embedded credit score and loan offers in digital banking; the comparison buyers ask for most.

    First result
    6 weeks
    Cost
    $6,000 a month
    Owner
    Digital Marketing Manager

    Smallest test

    Run the category terms for one vertical for four weeks.

    Why it works

    Run a tight Google Ads program on category terms (embedded credit monitoring, credit score for credit unions, identity protection for fintech) and a comparison page written fairly: where each fits, Array's breadth (19 products, private label, API), launch time and pricing models. LinkedIn retargets visitors from target accounts.

    Search intent is the cheapest pipeline in a niche category, and a comparison page is what an evaluator wants before a demo.

    Risks and how to handle them

    • Competitor complaints

      Stick to public facts and avoid competitor names in ad copy.

    Evidence

    • HiringDigital Marketing Manager (reports to the Head of Marketing, $160,000+ base): Array's "in-house performance marketing engine". Owns Google Ads and LinkedIn end to end, aimed at Tier 1/Tier 2 must-get accounts across five verticals; builds SEO and AI-search visibility "from a standing start"; owns landing pages, A/B tests and the Qualified chatbot routing into Salesforce; owns UTM discipline, Salesforce campaign hygiene and a pipeline-by-channel view. At 90 days: paid accounts audited and rebuilt, a keyword map by vertical, tests on the top conversion paths. Stack: Salesforce, HubSpot, ZoomInfo (intent), Gong.Source
    • Competitor researchSavvyMoney embeds credit scores, reports and monitoring inside online and mobile banking and runs targeted loan offers; its CEO cited 1,150 partner institutions in 2023 after signing over 300 in a year.Source
    • Your websiteHomepage: a banner reads "Chimney, EarnUp and Penny Finance have joined forces with Array!"; "Turn 18-month builds into a 6-12 week deployment"; embed, private label or API; "Our data practices comply with the Fair Credit Reporting Act"; "hundreds of organizations have partnered with Array". The footer lists 19 products across credit health, identity security, digital finance and data.Source
    • Your websitePricing page: "Pay only for usage. Choose what you charge." Per member per month or per transaction; clients can charge consumers or offer tools free; no prices or examples. Fintech page: "10-20% of users who scan their name purchase a subscription ($100-$300/yr)" for Privacy Protect (Array internal data, March 2022).Source
  • 12

    The AEs are asked to attend trade association meetings and industry conferences, and Array's new partners hold client events. Events only pay if meetings are booked before the badge is printed.

    Medium impactMedium effort First result in 1 quarter Account Executive

    First action

    List the next six months of events and their attendee lists.

    How to measure it

    Pre-booked meetings per event

    Now
    –
    Target
    8
    By
    1 quarter

    Steps

    1. 1

      List events

      Leagues, conferences, partner user events.

      Account Executive 1 day

    2. 2

      Score them

      Target accounts expected, cost, speaking slots.

      Vertical Marketing Manager 1 day

    3. 3

      Pick five

      Agree budget with the SVP of Sales.

      SVP of Sales 1 hour

    4. 4

      Pre-book

      Three-touch outreach to attendees from target accounts.

      Account Executive 1 week per event

    5. 5

      Run the event

      Calculator on an iPad, story pages ready.

      Account Executive per event

    6. 6

      Follow up in 48 hours

      Personalized note with the account's page.

      Account Executive 1 day

    First result
    1 quarter
    Cost
    $25,000 for five events
    Owner
    Account Executive

    Smallest test

    Pre-book one regional league meeting and count meetings held.

    Why it works

    Score the next two quarters of league meetings, CU conferences and partner user events by how many Tier 1/Tier 2 accounts attend, pick the top five, pre-book meetings with the vertical message house and the calculator, and follow up within 48 hours.

    Credit union buying runs on peer references and league relationships. A pre-booked meeting at a league event turns a booth into pipeline.

    Risks and how to handle them

    • Attendee lists unavailable

      Use last year's exhibitors and speakers, and partners' client lists.

    Evidence

    • HiringThree new-business sellers: an Account Executive selling to banks, credit unions, fintechs and the "credit services and debt settlement" industries (trade association meetings and conferences); an Account Executive, Partnerships; and a Strategic Account Executive for large, multi-industry enterprise deals reporting to the SVP of Sales ("Array's next chapter of growth").Source
    • HiringVertical Marketing Manager ($160,000+ base, reports to the Senior Partner, Marketing): owns one GTM Pod's customer profiles, value propositions and competitive positioning; personalized messaging by account tier, persona and pain point; 1:1 campaigns for must-get accounts and 1:few for the next tier; field enablement personalized to the account (decks, competitor comparisons, ROI tools, customer stories); goal to position Array as "the standard for embedded financial wellness, identity, and privacy products".Source
    • HiringChannel Manager, Digital Banking Partners (reports to the SVP of Partnerships): owns each channel relationship end to end, including its P&L; leads SKOs and QBRs with partners; trains and equips partner sales reps; aligns partner compensation and incentives; runs co-marketing; builds partner-sourced and partner-influenced pipeline with joint business plans.Source
    • NewsroomPress releases: Array acquires Hansa to help small businesses build and manage their credit (October 15, 2026); partnership with Tyfone for community banks and credit unions (September 15, 2026); partnership with Narmi, which launches Narmi FinHealth (August 31, 2026); acquisitions of EarnUp (February 25, 2026), Penny Finance (February 23, 2026) and Chimney (February 11, 2026); Access Softek launches Array+ (October 27, 2025).Source
  • 13

    Array sells 19 products and its AMs and CSMs are measured on cross-sell, upsell and renewals. Expansion works when everyone can see the gaps per account.

    High impactMedium effort First result in 2 months Account Manager

    First action

    Pull product usage per client from billing.

    How to measure it

    Average products per client

    Now
    –
    Target
    +0.5
    By
    2 quarters

    Steps

    1. 1

      Pull usage

      Products, enrolled users and visits per client.

      Data 1 week

    2. 2

      Build the map

      Fields and a view in Salesforce.

      RevOps 1 week

    3. 3

      Define next best product

      Rules by client type.

      Account Manager 2 days

    4. 4

      Add a health score

      Engagement trend, support tickets, renewal date.

      Account Manager 2 days

    5. 5

      Use it in QBRs

      Every QBR shows the map and one proposal.

      Account Manager ongoing

    6. 6

      Review monthly

      Expansion pipeline from the map.

      Account Manager 1 hour a month

    First result
    2 months
    Cost
    $0
    Owner
    Account Manager

    Smallest test

    Map the top 20 accounts by ARR first.

    Why it works

    In Salesforce, record which products each client runs, how many users are enrolled and their engagement, and show the next best product. Use it in every QBR and in renewal planning, with a health score for accounts that are flat.

    Clients that run more products renew more reliably, and the map turns expansion from a guess into a list.

    Risks and how to handle them

    • Usage data is messy

      Start with product list only; add engagement later.

    Evidence

    • HiringExpansion roles: an Account Manager with "new product sales targets" inside existing accounts, cross-sell, upsell and renewals (knowledge of "consumer cybersecurity" a plus), and a Client Success Manager owning a book of roughly $5M+ ARR, accountable for retention and "expansion into additional Array products".Source
    • Your websiteHomepage: a banner reads "Chimney, EarnUp and Penny Finance have joined forces with Array!"; "Turn 18-month builds into a 6-12 week deployment"; embed, private label or API; "Our data practices comply with the Fair Credit Reporting Act"; "hundreds of organizations have partnered with Array". The footer lists 19 products across credit health, identity security, digital finance and data.Source
    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
  • 14

    Array has numbers no one else publishes: 10% of a bank's users in 48 hours, 2.2x return visits, 30% engagement at an employer. The Senior Product Manager owns front-end conversion and onboarding, so the data is being measured anyway.

    High impactMedium effort First result in 3 months Senior Product Manager

    First action

    Check which clients' data can be used anonymized under contracts.

    How to measure it

    Downloads from Tier 1/Tier 2 accounts

    Now
    –
    Target
    60
    By
    1 quarter after launch

    Steps

    1. 1

      Check data rights

      Contracts and anonymization rules.

      Head of Marketing 1 week

    2. 2

      Pull the data

      Enrollment curves by client type and launch method.

      Senior Product Manager 2 weeks

    3. 3

      Write the report

      10 pages, five tactics.

      Vertical Marketing Manager 2 weeks

    4. 4

      Design charts

      Shareable, on array.com.

      Digital Marketing Manager 1 week

    5. 5

      Launch

      Press, partner newsletters, AE sequences.

      Head of Marketing 1 week

    6. 6

      Repeat yearly

      Same method, trend lines.

      Senior Product Manager yearly

    First result
    3 months
    Cost
    $3,000 for design
    Owner
    Senior Product Manager

    Smallest test

    Publish one chart (enrollment in the first 30 days by launch method) on the blog.

    Why it works

    Publish an annual, anonymized benchmark of enrollment and engagement for embedded credit and identity tools by client type and launch method (in-app banner, email, statement insert), with the top five launch tactics. Gate the full report, keep the headline charts open.

    Banks buy on peer evidence. A benchmark is a reason for a prospect to talk, for press to cite Array, and for answer engines to name it, and it promotes the launch tactics that make clients succeed.

    Risks and how to handle them

    • Clients object to use of data

      Aggregate across at least ten clients per segment, no names.

    Evidence

    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
    • Your websiteEmployee benefits page: "Closed Series A round raising $67M in total"; "Array works with over 100 organizations"; "Over 1 million users have managed their credit using Array's components"; supporting statistics are dated April 2020, May 2019 and July 2019; Brigit case: 30% engagement in 9 months, 2.1 visits a month. Other pages say "hundreds of organizations" and "millions of consumers".Source
    • HiringSenior Product Manager (contract-to-hire, works with the CEO): owns the consumer front end, onboarding and application flows, B2B2C conversion, and acquisition and retention "focusing on organic growth" with "experience avoiding excessive reliance on paid ad spend". Lead and Senior Deployment Engineers each run enterprise deployments; the lead role runs 5–10 a quarter worth "$10M+ in eARR".Source
    • Your websiteThe blog lives on a separate HubSpot subdomain, blog.array.com; array.com/blog returns 404 and the array.com sitemap (67 URLs) has no articles. Latest post June 30, 2026 (My Credit Manager adds VantageScore 4.0); spring 2026 posts cover the Repayment Assistance Plan, property data for lead generation, rent reporting, and why Penny Finance and Chimney joined.Source

Big bets 3

Larger plays that can change the trajectory.

  • 15

    The Channel Manager owns partner P&Ls, SKOs, partner rep enablement and incentive alignment. With Access Softek, Narmi and Tyfone signed in a year, the channel can become the main new-logo source for community institutions.

    High impactHigh effort First result in 2 quarters Channel Manager

    First action

    Set partner-sourced pipeline targets with the SVP of Partnerships.

    How to measure it

    Share of new FI logos sourced by partners

    Now
    –
    Target
    40%
    By
    4 quarters

    Steps

    1. 1

      Set targets

      Per partner, sourced and influenced.

      Channel Manager, Digital Banking Partners 1 week

    2. 2

      Build certification

      A one-hour course with a short test.

      Channel Manager, Digital Banking Partners 3 weeks

    3. 3

      Deal registration

      Form, rules and spiff.

      RevOps 2 weeks

    4. 4

      Partner portal

      Kit, calculator, pages, logos.

      Digital Marketing Manager 1 month

    5. 5

      Joint plans

      One per partner, reviewed quarterly.

      Channel Manager, Digital Banking Partners 1 month

    6. 6

      Run SKOs

      At each partner's sales kickoff.

      Channel Manager, Digital Banking Partners per partner

    First result
    2 quarters
    Cost
    $40,000 for spiffs and portal
    Owner
    Channel Manager, Digital Banking Partners

    Smallest test

    Certify one partner's reps and measure registrations for a quarter.

    Why it works

    Build a certification for partner reps, a partner deal registration and spiff, joint business plans with quarterly targets, a partner portal with the launch kit, the calculator and platform pages, and a partner QBR scorecard.

    Community banks and credit unions buy through their digital banking platform. A channel that sells for Array scales faster than adding AEs region by region.

    Risks and how to handle them

    • Channel conflict with direct AEs

      Clear rules on registration and pay both sides on partner-sourced deals in year one.

    Evidence

    • HiringChannel Manager, Digital Banking Partners (reports to the SVP of Partnerships): owns each channel relationship end to end, including its P&L; leads SKOs and QBRs with partners; trains and equips partner sales reps; aligns partner compensation and incentives; runs co-marketing; builds partner-sourced and partner-influenced pipeline with joint business plans.Source
    • NewsroomPress releases: Array acquires Hansa to help small businesses build and manage their credit (October 15, 2026); partnership with Tyfone for community banks and credit unions (September 15, 2026); partnership with Narmi, which launches Narmi FinHealth (August 31, 2026); acquisitions of EarnUp (February 25, 2026), Penny Finance (February 23, 2026) and Chimney (February 11, 2026); Access Softek launches Array+ (October 27, 2025).Source
    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
  • 16

    Array already furnishes rent payments, runs BuildCredit Rent, has a RealPage story, and California now requires large landlords to offer reporting. Each property management platform that embeds Array brings thousands of buildings at once.

    High impactHigh effort First result in 3 quarters CEO

    First action

    Ask RealPage what its California customers ask for.

    How to measure it

    Rental units with reporting available through Array

    Now
    –
    Target
    250,000
    By
    3 quarters

    Steps

    1. 1

      Define the package

      API, hosted enrollment, compliance reporting.

      Product 1 month

    2. 2

      Price it

      Per unit, with the $10 tenant fee cap in mind.

      Finance 2 weeks

    3. 3

      Pick targets

      PMS platforms with large California footprints.

      Account Executive, Partnerships 1 week

    4. 4

      Pilot

      One platform, one region.

      Lead Deployment Engineer 2 months

    5. 5

      Publish results

      Tenant scores and enrollment.

      Vertical Marketing Manager 1 month

    6. 6

      Scale

      Second platform and other states considering rules.

      CEO ongoing

    First result
    3 quarters
    Cost
    Product time plus pilot support
    Owner
    CEO

    Smallest test

    Offer AB 2747 reporting to one PMS platform's California customers.

    Why it works

    Package rent reporting for PMS platforms: an API and hosted tenant enrollment, tenant credit-building views, landlord compliance reporting for AB 2747, and a revenue share. Sign two platforms and publish the tenant results.

    One platform deal equals hundreds of landlord deals, and the rule creates a deadline for the platforms' own customers.

    Risks and how to handle them

    • Other states don't follow

      California alone is large enough; the tenant benefit sells beyond compliance.

    • Furnishing errors create disputes

      Array's FCRA-trained dispute team and Metro2 checks are the selling point.

    Evidence

    • Your websiteData furnishing page: reports mortgage, auto, student and personal loan, rent and HOA payments to the bureaus, with Metro2 translation and FCRA-trained dispute handling; under "Mandated rent reporting may be coming" it cites California SB 1157 (2021) for subsidized housing only; reporting is run by Datalinx, "supporting clients for nearly 20 years".Source
    • Search resultsCalifornia AB 2747 (signed September 2024): landlords of residential buildings with 16 or more units must offer tenants the option of having on-time rent reported to a credit bureau, in force from April 1, 2025, at the lesser of $10 a month or actual cost; offers are made at lease signing and at least once a year after.Source
    • Your websiteCustomer stories: the index features "Beem Drives 96% Adoption Rate with Array's Identity Theft Protection" with a READ FULL STORY link. Of ten story URLs in the sitemap, seven (Beem, California Credit Union, Dumbo Credit, Financial Plus Credit Union, IdentityProtect.com, RealPage and Stearns Bank) load the generic "Hear From Our Customers" title and show no story, only the menu and footer; Brigit, LegalPRO and Magnolia load.Source
    • Your websiteHomepage: a banner reads "Chimney, EarnUp and Penny Finance have joined forces with Array!"; "Turn 18-month builds into a 6-12 week deployment"; embed, private label or API; "Our data practices comply with the Fair Credit Reporting Act"; "hundreds of organizations have partnered with Array". The footer lists 19 products across credit health, identity security, digital finance and data.Source
  • 17

    The Strategic AE role says Array's next chapter comes from large, complex, multi-industry deals. Employee benefits platforms, lead generation, mortgage and home services already appear on Array's pages, with Brigit as proof.

    High impactHigh effort First result in 3 quarters Strategic Account Executive

    First action

    Agree the three industries and ten targets with the SVP of Sales.

    How to measure it

    Enterprise logos signed

    Now
    –
    Target
    3
    By
    3 quarters

    Steps

    1. 1

      Pick industries

      By user base and fit with existing products.

      SVP of Sales 1 week

    2. 2

      Pick targets

      Ten per industry with a known sponsor.

      Strategic Account Executive 2 weeks

    3. 3

      Build the pursuit kit

      Message house, references, launch plan.

      Vertical Marketing Manager 3 weeks

    4. 4

      Offer a paid pilot

      Fixed scope, six weeks.

      Strategic Account Executive per deal

    5. 5

      Deploy fast

      Lead Deployment Engineer on each pilot.

      Lead Deployment Engineer 6 weeks

    6. 6

      Publish the win

      A text case study.

      Vertical Marketing Manager 1 month

    First result
    3 quarters
    Cost
    Team time; pilot discounts
    Owner
    Strategic Account Executive

    Smallest test

    Run one pilot with a benefits platform.

    Why it works

    Pick three industries with the largest user bases (benefits platforms, mortgage and real estate portals, consumer subscription apps), build a team for each pursuit (Strategic AE, VMM, deployment engineer), and offer a paid pilot with a launch in six weeks.

    One enterprise consumer brand can bring millions of users, and the deployment team is already sized for $10M+ eARR a quarter.

    Risks and how to handle them

    • Long cycles

      Run in parallel with FI selling and keep pilots fixed-scope.

    Evidence

    • HiringThree new-business sellers: an Account Executive selling to banks, credit unions, fintechs and the "credit services and debt settlement" industries (trade association meetings and conferences); an Account Executive, Partnerships; and a Strategic Account Executive for large, multi-industry enterprise deals reporting to the SVP of Sales ("Array's next chapter of growth").Source
    • HiringSenior Product Manager (contract-to-hire, works with the CEO): owns the consumer front end, onboarding and application flows, B2B2C conversion, and acquisition and retention "focusing on organic growth" with "experience avoiding excessive reliance on paid ad spend". Lead and Senior Deployment Engineers each run enterprise deployments; the lead role runs 5–10 a quarter worth "$10M+ in eARR".Source
    • Your websiteEmployee benefits page: "Closed Series A round raising $67M in total"; "Array works with over 100 organizations"; "Over 1 million users have managed their credit using Array's components"; supporting statistics are dated April 2020, May 2019 and July 2019; Brigit case: 30% engagement in 9 months, 2.1 visits a month. Other pages say "hundreds of organizations" and "millions of consumers".Source
    • Your websiteCustomer stories: the index features "Beem Drives 96% Adoption Rate with Array's Identity Theft Protection" with a READ FULL STORY link. Of ten story URLs in the sitemap, seven (Beem, California Credit Union, Dumbo Credit, Financial Plus Credit Union, IdentityProtect.com, RealPage and Stearns Bank) load the generic "Hear From Our Customers" title and show no story, only the menu and footer; Brigit, LegalPRO and Magnolia load.Source

Wildcards 4

Unexpected experiments, each with a cheap way to test it.

  • 18

    The For Consumers page says "you may see our name pop up from time to time". Consumers who search "Array charge" or "what is Array" are a client's members asking whether something is wrong.

    Medium impactLow effort First result in 1 month Client Success Manager

    First action

    Pull the top 20 consumer questions from support tickets.

    How to measure it

    Consumer support contacts

    Now
    –
    Target
    -25%
    By
    3 months

    Steps

    1. 1

      Collect questions

      Top 20 from support and billing disputes.

      Client Success Manager 2 days

    2. 2

      Write answers

      Plain language, one page each.

      Client Success Manager 1 week

    3. 3

      Legal review

      FCRA and billing wording.

      Head of Marketing 3 days

    4. 4

      Publish

      On array.com with search.

      Digital Marketing Manager 2 days

    5. 5

      Share with clients

      Links their support teams can send.

      Account Manager 1 day

    6. 6

      Track

      Searches, contacts deflected.

      Client Success Manager monthly

    First result
    1 month
    Cost
    $0
    Owner
    Client Success Manager

    Smallest test

    Publish the five most common answers.

    Why it works

    Build a short help hub on array.com that answers the top consumer questions (why Array appears, how to cancel a premium tool, disputes, how data is protected) and sends people back to their institution's app. Measure contacts deflected.

    Every confused member becomes a support call for the client. Reducing those calls is a reason clients renew, and clear answers rank above forum threads.

    Risks and how to handle them

    • Consumers expect Array to fix things it can't

      Each answer says what the institution handles.

    Evidence

    • Your websiteFor Consumers page: "Why is Array involved with my data? ... you may see our name pop up from time to time"; "tens of millions of reports"; PCI level 1; links to the privacy policy and a contact form. Security page: SOC 2 Type II, PCI-DSS 4.0, tokenization, bureau security audits handled for clients.Source
    • programmable.infoSite scan of array.com: SvelteKit; 67 URLs in the sitemap (products 19, company 13, customer stories 11, vertical solutions 5); Mozilla Observatory C- (45/100); 21 customer logos; SOC 2 and PCI DSS; status page on Statuspage; developer docs on ReadMe at docs.array.com; 2 news mentions in 30 days, the latest the Hansa acquisition.Source
    • HiringExpansion roles: an Account Manager with "new product sales targets" inside existing accounts, cross-sell, upsell and renewals (knowledge of "consumer cybersecurity" a plus), and a Client Success Manager owning a book of roughly $5M+ ARR, accountable for retention and "expansion into additional Array products".Source
  • 19

    Banks and credit unions run third-party risk reviews before signing. Array's security page lists SOC 2 Type II, PCI-DSS 4.0, tokenization and bureau audits, but a buyer still has to ask for everything by email.

    Medium impactLow effort First result in 2 months Head of Marketing

    First action

    Collect the documents legal already sends on request.

    How to measure it

    Median vendor-review time

    Now
    –
    Target
    -30%
    By
    2 quarters

    Steps

    1. 1

      Collect documents

      What legal and security already send.

      Head of Marketing 1 week

    2. 2

      Fill a standard questionnaire

      The one banks ask for most.

      Security 2 weeks

    3. 3

      Build the gated page

      Form with NDA click-through.

      Digital Marketing Manager 2 days

    4. 4

      Alert the AE

      Salesforce task on download.

      Digital Marketing Manager 2 hours

    5. 5

      Keep it current

      Quarterly review.

      Security quarterly

    6. 6

      Measure

      Review time before and after.

      RevOps quarterly

    First result
    2 months
    Cost
    $0
    Owner
    Head of Marketing

    Smallest test

    Send the pack proactively in three open deals.

    Build the monitor. A live page fed by the public registries and re-checked every day. Usually live within days.

    Book a working session

    Why it works

    Publish a gated due-diligence pack: SOC 2 summary letter, PCI attestation, FCRA practices, data flow diagram, uptime history from the status page, insurance, a completed standard questionnaire. Track which accounts download it and alert the AE.

    Vendor review is where FI deals stall for weeks. Removing the back-and-forth shortens cycles, and a download is a strong buying signal.

    Risks and how to handle them

    • Sensitive details shared too widely

      Gate behind an NDA click-through and share full reports on request only.

    Evidence

    • Your websiteFor Consumers page: "Why is Array involved with my data? ... you may see our name pop up from time to time"; "tens of millions of reports"; PCI level 1; links to the privacy policy and a contact form. Security page: SOC 2 Type II, PCI-DSS 4.0, tokenization, bureau security audits handled for clients.Source
    • programmable.infoSite scan of array.com: SvelteKit; 67 URLs in the sitemap (products 19, company 13, customer stories 11, vertical solutions 5); Mozilla Observatory C- (45/100); 21 customer logos; SOC 2 and PCI DSS; status page on Statuspage; developer docs on ReadMe at docs.array.com; 2 news mentions in 30 days, the latest the Hansa acquisition.Source
    • HiringThree new-business sellers: an Account Executive selling to banks, credit unions, fintechs and the "credit services and debt settlement" industries (trade association meetings and conferences); an Account Executive, Partnerships; and a Strategic Account Executive for large, multi-industry enterprise deals reporting to the SVP of Sales ("Array's next chapter of growth").Source
  • 20

    Penny Finance brought financial education and planning to Array. Credit unions send member newsletters every month and struggle to fill them; Array clients' members are the readers who could enroll in Array tools.

    Medium impactLow effort First result in 6 weeks Vertical Marketing Manager

    First action

    Ask three credit union clients what their newsletters lack.

    How to measure it

    Tool enrollments from newsletter links

    Now
    –
    Target
    2,000
    By
    1 quarter

    Steps

    1. 1

      Pick topics

      Seasonal: tax time, holidays, back to school.

      Vertical Marketing Manager 1 day

    2. 2

      Write the first pack

      Four short articles.

      Penny Finance team 1 week

    3. 3

      Add tracked links

      One per client.

      Digital Marketing Manager 1 day

    4. 4

      Send to clients

      With a how-to.

      Account Manager 1 day

    5. 5

      Offer it to prospects

      As a free trial of the content.

      Account Executive ongoing

    6. 6

      Measure

      Clicks and enrollments.

      Digital Marketing Manager monthly

    First result
    6 weeks
    Cost
    $0
    Owner
    Vertical Marketing Manager

    Smallest test

    One pack to five credit union clients.

    Why it works

    Offer clients a monthly pack of short money-guidance articles from the Penny team, each ending with a link to the institution's own Array tool. Free to clients, tracked by link.

    It drives enrollment inside existing clients (more usage, more renewal) and gives prospects a no-cost reason to start a relationship.

    Risks and how to handle them

    • Compliance review at clients

      Keep it educational and send a month ahead.

    Evidence

    • NewsroomPress releases: Array acquires Hansa to help small businesses build and manage their credit (October 15, 2026); partnership with Tyfone for community banks and credit unions (September 15, 2026); partnership with Narmi, which launches Narmi FinHealth (August 31, 2026); acquisitions of EarnUp (February 25, 2026), Penny Finance (February 23, 2026) and Chimney (February 11, 2026); Access Softek launches Array+ (October 27, 2025).Source
    • Your websiteThe blog lives on a separate HubSpot subdomain, blog.array.com; array.com/blog returns 404 and the array.com sitemap (67 URLs) has no articles. Latest post June 30, 2026 (My Credit Manager adds VantageScore 4.0); spring 2026 posts cover the Repayment Assistance Plan, property data for lead generation, rent reporting, and why Penny Finance and Chimney joined.Source
    • Your websiteBanks and credit unions page: "4-6 week average launch period" because of existing digital banking partnerships; credit tools see "2.2x return visits per month"; Financial Plus CU saw a 14% lift in personal loan email open rates and 3x-4x personal loan value from Offers Engine; National Bank of Indianapolis had 10% of users sign up in the first 48 hours (Feb 2024); Offers Place click-through of 4–10% vs a 0.5% industry average. The digital banking and strategic partners are shown as logos only.Source
  • 21

    Array's articles live on blog.array.com, a HubSpot subdomain; array.com/blog returns 404, the array.com sitemap holds no articles, and the last post is from June 30. The Digital Marketing Manager is building organic search from a standing start.

    Medium impactLow effort First result in 3 months Digital Marketing Manager

    First action

    Export the blog's URLs and traffic from HubSpot.

    How to measure it

    Organic sessions to array.com

    Now
    –
    Target
    +40%
    By
    6 months

    Steps

    1. 1

      Export the blog

      URLs, traffic and backlinks.

      Digital Marketing Manager 1 day

    2. 2

      Build /blog

      A SvelteKit route with the same posts.

      Engineering 1 week

    3. 3

      Redirect

      301 every old URL.

      Engineering 1 day

    4. 4

      Add to sitemap

      And link from product pages.

      Digital Marketing Manager 2 hours

    5. 5

      Set a cadence

      Two posts a month from the keyword map.

      Digital Marketing Manager ongoing

    6. 6

      Measure

      Organic sessions and assisted demo requests.

      Digital Marketing Manager monthly

    First result
    3 months
    Cost
    $0 plus engineering time
    Owner
    Digital Marketing Manager

    Smallest test

    Move the five most-read posts first.

    Why it works

    Move the blog to array.com/blog with redirects from every old URL, publish on a set cadence tied to the keyword map by vertical, and link each article to the matching product and vertical page.

    Articles on the main domain lend their links and authority to the product pages that convert, and a regular cadence is what answer engines and searchers see first.

    Risks and how to handle them

    • Temporary ranking dip

      Redirect one to one and keep titles unchanged.

    Evidence

    • Your websiteThe blog lives on a separate HubSpot subdomain, blog.array.com; array.com/blog returns 404 and the array.com sitemap (67 URLs) has no articles. Latest post June 30, 2026 (My Credit Manager adds VantageScore 4.0); spring 2026 posts cover the Repayment Assistance Plan, property data for lead generation, rent reporting, and why Penny Finance and Chimney joined.Source
    • HiringDigital Marketing Manager (reports to the Head of Marketing, $160,000+ base): Array's "in-house performance marketing engine". Owns Google Ads and LinkedIn end to end, aimed at Tier 1/Tier 2 must-get accounts across five verticals; builds SEO and AI-search visibility "from a standing start"; owns landing pages, A/B tests and the Qualified chatbot routing into Salesforce; owns UTM discipline, Salesforce campaign hygiene and a pipeline-by-channel view. At 90 days: paid accounts audited and rebuilt, a keyword map by vertical, tests on the top conversion paths. Stack: Salesforce, HubSpot, ZoomInfo (intent), Gong.Source
    • programmable.infoSite scan of array.com: SvelteKit; 67 URLs in the sitemap (products 19, company 13, customer stories 11, vertical solutions 5); Mozilla Observatory C- (45/100); 21 customer logos; SOC 2 and PCI DSS; status page on Statuspage; developer docs on ReadMe at docs.array.com; 2 news mentions in 30 days, the latest the Hansa acquisition.Source

03

How Programmable can help

Where an idea in this playbook is something Programmable builds or runs, it's listed here with what we'd do. Everything else is yours to run.

Have it built

ProgrammableAgency

2 of the 21 ideas are things Programmable builds and runs for its customers: pages, outreach, prospect lists, booking flows and monitors. Pick one, or send the whole list.

Outreach1The sequence sent for you: addresses found and verified, replies routed to your CRM.

Monitors1A live page fed by the public registries and re-checked every day.

A 30-minute session with the engineer who would build it, not a sales call. You leave with a plan whether or not you hire us.

Book a working session

Usually live within days.

Tools for the rest

ProgrammableTalk

Fill the events in this plan

These ideas are events. Talk gets registrants for them and tells you who's coming and what their company does before the day.

Plan an event (opens programmable.talk in a new tab)
Website review of array.com More example playbooks and reviews

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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 18, 2026, and cites them throughout. Array did not commission, review or endorse it, and Programmable is not affiliated with Array. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how Array runs its business.

Something wrong, or do you represent Array? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 307 ideas

    Fix the story pages and the numbers, update rent reporting for AB 2747, set up attribution, give AMs the cross-sell sheets and partners their launch kits.

    Programmable can ship 1 of these in days.

  2. Days 31 to 608 ideas

    Platform pages, the first vertical message house and Tier 1 pages, the calculator, paid search and the event calendar, the adoption map, plus the consumer help hub and the blog move.

  3. Days 61 to 906 ideas

    The Hansa small business add-on, the enrollment benchmark, the Penny newsletter packs, and the decisions on the three big bets.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value launching in weeks instead of building for 18 months. The most cited problem: proving a vendor's value to a board and regulators.

  • Private label that keeps users in their own app
  • Low engagement with traditional financial wellness tools
  • In their words: “no-brainer”

Market

Competitive landscape

5 competitors compared: SavvyMoney, Bureau partner programs, Method Financial, Esusu and 1 more.

  • Gap to exploit: One vendor for credit, identity, privacy, debt and business credit
  • SavvyMoney: Narrower catalogue (identity, privacy, debt tools)
  • Bureau partner programs: Single-bureau, less flexible private label

Hiring signals

Array is hiring a marketing engine and an expansion machine at the same time.

  • Digital Marketing Manager: In-house performance marketing, SEO and AI search from scratch, Qualified chatbot routing, pipeline-by-channel. Ideas 5…
  • Vertical Marketing Manager (VMM): Messaging per GTM Pod, 1:1 for must-gets, ROI tools and competitor comparisons. Ideas 2, 3, 8, 9.
  • Channel Manager, Digital Banking Partners: Partner P&L, SKOs, QBRs, partner rep enablement and co-marketing. Ideas 6, 7, 15.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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