Case Study: M1 Finance achieves scalable, data-driven customer acquisition with Chartio

Leveraging Data to Drive Customer Acquisition

M1 Finance is a Chicago-based fintech that combines investing, banking, and margin lending in one platform, letting users build commission-free portfolios or choose curated pre-built options. As M1 scaled (over 200,000 customers and nearly $1B invested), its small marketing team relied on engineers exporting Redshift data to Excel, which became unscalable for analyzing multiple acquisition channels and standardizing reporting across campaigns.

M1 added Chartio as a BI layer, connecting Redshift, Google Analytics, Salesforce, social platforms and other sources to build interactive dashboards that quantify channel ROI and surface daily performance trends. The dashboards revealed actionable insights (for example, affiliate content driving multi-channel lift), improved cross-department visibility and collaboration, helped prioritize efficient growth channels and operational automation, and enabled better resource and product decision-making.

M1 Finance

Paul Siemieniuk

Data Analyst