Engine by Gen drives 2.5x application growth and a sustained 76%+ click-through rate for Brigit

Partner overview

Brigit is a financial wellness app built to help everyday Americans stay ahead of their money, offering Earned Wage Access (EWA), budgeting tools, credit-building products, and more financial tools to a large and highly engaged consumer base. Many of Brigit’s members are underserved by traditional financial institutions.

Engine by Gen is the embedded-finance and marketplace technology that connects consumer brands to the right financial products at the right moment. Through a single integration, Engine gives partners access to 1,300+ enterprise relationships and deep product-provider coverage across personal loans, credit cards, debt relief, cash advance, banking, and insurance — all through one point of contact, one compliance process, and one integration.

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The opportunity

Brigit’s audience is exactly the kind of consumer that mainstream lenders struggle to serve — Americans with real financial needs and limited access to affordable credit. Many arrive ready to act but some don’t qualify for what they came for. Without a clear next step, they tend to disengage and leave. That’s the real opportunity: by offering a relevant alternative in that moment, Brigit keeps the user engaged and continues to help them.

Brigit set out to solve this on three fronts: generate incremental, durable revenue from its existing traffic; retain and re-engage consumers by offering a relevant product instead of a rejection; and do all of this without cannibalizing its core EWA experience. The company needed a partner that could serve a heavily subprime base responsibly, match each consumer to genuinely relevant offers, and scale with rising volume.

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Why Brigit chose Engine by Gen

Brigit chose Engine by Gen for the breadth of its marketplace and the simplicity of its integration. Rather than negotiating and maintaining relationships with dozens of individual lenders, Brigit connects to Engine’s full network — spanning personal loans, installment loans, debt relief, and banking — through one API and one compliance process.

Just as important was Engine’s “advice not ads” philosophy. Engine’s ML-based recommendation engine scores every offer in real time to surface the product most likely to convert for a specific consumer, rather than ranking purely on price. For a subprime audience where intent and credit risk are often opposed, that matching is what turns declined or low-intent consumers into approved, funded outcomes — value for the customer and revenue for Brigit.

“Engine has become one of our most trusted partners. They have helped us give our members more offers to support their financial journey, always in a way that matches our commitment to putting our members first. We’re proud of what we’ve built together, and even more excited to keep growing this partnership in the years ahead,” said Raf Ignacio, Head of Marketplace Partnerships, Brigit.

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Integration

Engine supports Brigit through two complementary models. The Pre-Qual integration provides a fast, lower-lift way to surface pre-qualified offers, while the fully native RESTful API integration gives Brigit deeper control and higher yield. By posting consumer information directly into the API, Brigit shortens its forms, keeps members inside its own branded experience, and captures Engine’s cost-per-click (CPC) pricing — reducing funnel friction from as many as 16 clicks to roughly three and improving submitted-application rates.

The two-way API returns real-time, firm offers of credit from a single endpoint, applies rich data filtering before an application ever reaches a lender, and layers in second-look offers so revenue is captured even when a consumer doesn’t pre-qualify with the first partner.

Engine’s recommendation algorithm has delivered up to a 30% lift in monetization rate versus a standard APR ranking, all within a fully white-labeled experience that keeps the Brigit brand front and center. The partnership scaled quickly and has sustained that performance. Monthly revenue to Brigit grew nearly 3x over the course of 2025 — from February to its December peak — crossing a consistent run-rate by late spring and holding at those elevated levels through year-end. Engine’s API integration drove the vast majority of that growth.

Volume grew alongside quality. Monthly submitted applications through the API grew more than 2.5x across 2025, while click-through rates held strong in the 76–80% range throughout the year — a sign that offers stayed relevant even as reach expanded. Approval rates remained resilient across the subprime-heavy mix, and within its cohort Brigit’s API integration led payout per submitted application in the Good and Fair credit segments.

Together, these results show Engine’s core value in practice: capturing leads, re-engaging consumers who would otherwise abandon, and doing so without displacing Brigit’s first-party products.

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A strong partnership, a bright future

The partnership is pacing to roughly 30% revenue growth in 2026, with an identified opportunity that could lift revenue more than 60% above 2025 levels as new initiatives come online. Brigit and Engine are expanding across core financial verticals, including lending, debt relief, cards, and auto insurance, to optimize offer matching and eliminate friction throughout the user journey. To drive ongoing engagement, the teams are also exploring personalized content experiences that engage and nurture members over time.

What began as a marketplace integration has become a durable, multi-product growth engine, with a clear roadmap for deepening value for Brigit’s members and business alike.