Financial Services

Operating Partnership

2023 – ongoing

98% faster onboarding. One system, not a campaign.

A buy-now-pay-later platform needed to scale merchant acquisition inside real regulatory constraints, with no repeatable engine and no attribution connecting spend to onboarded merchants. We built the CRM and acquisition architecture that got them there.

98%

Reduction in merchant onboarding time

1,838

Leads generated at $261 CPL

New merchants onboarded

98%

Reduction in merchant onboarding time

The situation

The situation.

humm Canada needed to scale merchant acquisition for their buy-now-pay-later platform inside real regulatory and compliance constraints most marketing partners aren't built to navigate. Outreach was fragmented across channels with no CRM discipline and no attribution connecting spend to an onboarded, activated merchant.

Leadership could see spend and could see merchant count, but nothing in between. There was no way to say which channel, campaign, or rep motion was actually producing activated merchants, only totals at either end of a long, undocumented pipeline.

The challenges

Merchant acquisition cost with no attribution back to activation
Compliance constraints most marketing partners weren't built to navigate
No CRM discipline across a multi-touch, long-cycle merchant pipeline
Outreach fragmented across channels with no shared source of truth
No ROI model connecting spend to onboarded, revenue-generating merchants

The approach

Frame, implement, operate.

The same arc we run in every engagement — but shaped around what

humm Canada

's diagnostic actually showed.

01 · Frame

Operating Assessment

Diagnostic across the merchant funnel: financial, sales, and data lenses first, given the compliance constraints. Priority: build the attribution model before touching channel mix.

02 · Implement

CRM + attribution architecture

CRM implementation built for the merchant cycle, with multi-touch attribution from first contact through activation. Compliance-reviewed at every stage.

03 · Operate

Embedded acquisition engine

Ongoing merchant acquisition as an embedded function, with ROI modeled and reviewed monthly against the results this engine has now generated.

Engagement timeline — four gates

Gate 1 · Q2 2023

Operating Assessment across the merchant funnel. Compliance constraints mapped first.

Gate 2 · Q3 2023

CRM and attribution architecture built and compliance-reviewed.

Gate 3 · Q4 2023

Acquisition engine live. First cohort of merchants onboarded at $261 CPL.

Gate 4 · 2024

98% faster onboarding confirmed. 86 merchants onboarded through the rebuilt process.

The team at Foes have been an invaluable partner for us at humm. They've delivered impressive results, reducing our cost per lead and significantly increasing our lead velocity. But more than that, they've been a joy to work with. They're responsive, supportive, and truly integrated into our team. They're not just a service provider—they're a key part of our business. We are a small team, and I truly don't know where we'd be without them!

Katherine

VP of Marketing, humm Canada

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Recognize this situation?

The diagnostic is where every engagement starts.

We map the full picture before we recommend anything. The Operating Assessment takes 45 minutes.

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