Wise (TransferWise) – Currency Converter Pages and Banking Info at Global Scale

Fintech company Wise leveraged pSEO to become a dominant player in international money transfers, scaling to an estimated 50+ million monthly organic visits by targeting every conceivable currency query. Wise’s programmatic SEO strategy focuses on serving the precise informational needs of their customers across currencies and countries:

Currency Pair Conversion Pages

Wise created thousands of landing pages for currency conversions, covering virtually all currency pairs in the world. These pages (often at URLs like wise.com/gb/currency-converter/[USD]-to-[EUR]) show real-time exchange rates, historical rate charts, and a converter tool. Each is tailored with local context (e.g. a USD→EUR page might mention transferring money from the US to Europe).

By systematically generating a page for each pair – including minor currencies – Wise captured searches like “convert X to Y” or “[Currency] exchange rate [Currency]” en masse. One analysis noted Wise has “over 8.5 million currency converter pages” (likely counting dynamic variations), which is staggering. These pages contribute the bulk of Wise’s traffic – e.g. ~43.5 million monthly visits (about 82% of total traffic) came from converter pages in one estimate. The high intent is obvious: users searching conversion rates often intend to send money, and Wise places a clear CTA to start a transfer at the top of each page.

Localized Banking Guides and SWIFT Pages

Beyond currency converters, Wise produced pSEO content targeting other international finance queries. For example, Wise has pages for every bank’s SWIFT/BIC codes and routing numbers (e.g. “HSBC UK SWIFT code”). These were generated templatically by bank and country. When users search for these codes (often needed to receive money), they find Wise’s page explaining the code and subtly suggesting using Wise for cheaper transfers instead.

Additionally, Wise’s SEO case study mentions pages like “How to open a bank account in [Country] as a foreigner”. These follow a standard template (requirements, steps, fees, and then a pitch for Wise’s multi-currency account) and were replicated for dozens of countries. By covering niche questions of expats, students, freelancers, etc., Wise attracted a highly relevant audience.

The granularity of Wise’s approach even extends to specific amounts – they created pages for searches like “convert 1000 USD to EUR”, tailoring content around common transfer amounts. This level of detail ensures that Wise appears for practically any query related to moving money internationally.

Scaling Across 70+ Countries and Languages

Wise implemented a robust international SEO strategy. They optimized pages for over 70 countries, each in local languages and currencies. For example, there might be a Spanish-language version of a USD-to-EUR page targeting users in Spain differently than the English version for Americans.

Wise’s CMS allowed swapping out currency names, localized fees, and compliance notes automatically across these versions. They also structured their site with subdirectories (like /es/ for Spain, /de/ for Germany) so Google would index each region’s content appropriately. The result was that Wise could capture, say, a French user searching in French for “envoyer de l’argent USA vers France” with a page that felt native, while simultaneously capturing an English search for “send money to France from USA” with another page – all generated from the same template/data. This global net substantially multiplied their traffic.

In one year, Wise doubled its organic visits from ~7.7M to ~16M by scaling content and international presence, and continued on to tens of millions monthly as more pages and markets came online.

Business Outcomes

Wise’s programmatic SEO brought in extremely high-intent traffic – people actively looking to transfer money or compare rates. These visitors converted at high rates into Wise customers, fueling Wise’s growth without equally high marketing spend. (Their CAC remained low compared to banks, since so many users came through organic search).

By 2023, Wise’s website was attracting over 2 million monthly U.S. visits just from new pSEO pages like area code and routing number content, and globally an estimated 60M+ visits from all pSEO content. This SEO dominance has been a key factor in Wise’s success as a fintech disruptor. It allowed a then-small startup to outrank entrenched banks and Western Union for many international finance queries.

The case of Wise proves the power of pSEO: with a relatively small content team and a smart use of templates + data, they built an inbound engine that would cost tens of millions in ads to replicate. Today, over 80% of Wise’s new customers still reportedly come via organic search or word-of-mouth, underscoring how their early investment in programmatic SEO continues to pay dividends in market share.