# Crunchafi

> Taking Crunchafi from platform to unified software powerhouse.

Case study by Marketwake: https://www.marketwake.com/work/crunchafi/

- Services: Brand, Web, Performance
- Scope: Branding; Web design; Paid media; SEO; AI search visibility
- Industry: SaaS, finance, B2B service offering

[Crunchafi](https://www.crunchafi.com/) (formerly known as LeaseCrunch) built its reputation as the go-to lease accounting software for CPA firms.

In 2024, they began acquiring software and adding to their product suite. By merging with Finagraph, a financial technology company, they quickly evolved past a lease accounting tool and outgrew their brand.

**The challenge:** Crunchafi needed a new brand to support their expanding product ecosystem and future acquisitions while maintaining trust with their current CPA audience.

With Marketwake’s help, Crunchafi did so successfully.

## Accounting for a new audience.

*saas rebrand success*

what we did: Brand messaging, Logo design, Positioning, Typography, Colors, Brand guidelines

Our first challenge was establishing Crunchafi’s new brand identity that would unify their current toolset, support their expanding product ecosystem, and maintain credibility with CPA firms. Marketwake worked with Crunchafi to build their brand messaging from the ground up, defining positioning, value props, and mapping new audience personas. We also defined their entire visual identity, crafting a new logo, colors, typography, and establishing brand guidelines.

## Going public.

*saas gtm strategy*

what we did: Web redesign, SEO migration, Content strategy, GTM strategy, Social media, Email

The biggest undertaking of this project was completely redesigning the Crunchafi site. We created 50+ modular pages, produced dev-ready style guides, planned content, and migrated SEO from the previous site.

We then implemented a phased GTM launch of the rebrand, backed by paid search, SEO, organic social, and email marketing campaigns. From the brand and web updates and GTM launch, Crunchafi saw:

- **38%** decrease in cost per acquisition
- **2x** click-through rate
- **186%** increase in conversions
- **919** indexed keywords in 30 days, up from 0

## Doing our SEO and AI due diligence.

*seo/aeo/geo*

what we did: Keyword research, Search engine optimization, Answer engine optimization, Content strategy, Content writing

Before the rebrand, Crunchafi needed Marketwake to help them break through the accounting and financial software space on search engines.

To do so, we implemented a comprehensive B2B SaaS SEO strategy that included a pillar content approach, targeted keyword optimization, and quarterly updates. By aligning SEO/AEO efforts with industry trends and search behavior, Crunchafi brought significant organic traffic from the Top 400 CPA firms to their website.

- **128%** increase in organic leads
- **425%** increase in keyword growth since July 2021
- **14,436%** increase in organic traffic growth since July 2021

## Getting paid right.

*paid media*

what we did: Paid search, Keyword research, RSA copywriting

Lease accounting has one of the most competitive paid search landscapes out there. With everyone gunning for a spot on the sponsored results, we combined our paid search tactics with our accounting software SEO strategy by targeting lease accounting–specific branded and non-branded keywords through each stage of the sales funnel.

- **326%** ROI for paid search ads in 2022
- **288%** increase in “request a demo” submissions

> “The [Marketwake] team is laser-focused on data and results, consistently driving impactful outcomes for our marketing efforts. The collaborative and energetic culture they bring to the table has made a noticeable difference in our success.”
>
> Megan Krajnik, Chief Marketing Officer at Crunchafi