Overview
CRS is the all-in-one platform for credit data, fraud, and compliance, powering data-driven, frictionless financial decisions. Through a single API integration, CRS provides streamlined access to credit bureau information, fraud detection, and compliance services. They empower over 1,000 fintechs, lenders, and screening providers to scale with confidence through seamless credit data delivery.
Capitalizing on untapped AI Search traffic to drive pipeline growth
For years, CRS had fueled consistent inbound growth through paid advertising. But as potential buyers increasingly turned to AI tools like ChatGPT and Grok for tool discovery, Ronak Patel, Head of Marketing at CRS, saw an opportunity to capitalize on this emerging channel.
With AI search intelligence, Ronak and his team could allocate resources more effectively to content topics and distribution channels that attracted high-intent buyers. Capturing this level of insight, however, would have required specialized AEO knowledge and hours spent building technical infrastructure.
To keep his team focused on strategic, revenue-critical initiatives, Ronak started a thorough search for an expert in the space.
The right partner also had to provide expert guidance and hands-on support, as answer engines are constantly shifting their algorithms and best practices are always evolving.
With its proprietary AEO technology, keen focus on pipeline outcomes, and responsive customer success team, Profound was the partner Ronak chose to turn AI search into a powerful growth lever.
Real-time AI Search analytics amplified visibility and revenue
Together, Ronak and the Profound team built a repeatable system that consistently surfaces impactful AEO opportunities using Profound’s Answer Engine Insights at its core.
To understand the business impact of content decisions fueled by Profound, CRS connected Profound’s analytics to its existing tech stack, including Google Analytics and Looker. The resulting full-funnel view, from AI responses to MQLs and closed deals, links visibility gains directly to pipeline and revenue impact.
To keep CRS ahead as answer engines evolve, Profound provides proactive guidance and online support. “We often consult with Profound’s engineering teams and in-house Reddit strategist,” highlights Ronak. As a result, the team navigates the dynamic channel without overwhelming their bandwidth.
To continue scaling CRS’s AEO strategy, Ronak has been exploring Agents, Profound’s automation feature, to streamline key content creation tasks. This enables Ronak’s team to focus resources on work that requires human expertise, like optimizing CRS’s website for AI crawlers and building relationships with reputable publications.
CRS Drives 15% Growth in AI-Attributed Pipeline with Profound
By partnering with Profound, CRS scales visibility exactly where buyers research credit solutions. Ronak and his team now have a playbook that helps them improve answer engine performance through AI-optimized content and distribution strategies.
The results:
- 20x increase in search visibility
- 15% growth in pipeline attributed to AI search traffic
- 8% increase in weekly traffic from LLM citations
Looking Ahead
CRS will continue to explore new ways to strengthen its positioning in the zero-click Internet. Most recently, they used Profound’s FAQ Agent to create an FAQ section optimized for LLM comprehension across key product and blog pages.
