Case Study: Willful achieves 312% ROI and $30 CAC with GrowSurf

How GrowSurf Helps A B2C Financial Services Company Generate 300%+ Returns

Willful, Canada’s online estate-planning startup, struggled to turn word-of-mouth into a scalable channel: an in-house referral program was manual, time-consuming, and offered no visibility or analytics. To revive referrals without rebuilding internally, Willful chose GrowSurf’s referral marketing platform and API to power a fully customizable, trackable program.

Using GrowSurf, Willful integrated referral links across their web app, emails, and post-purchase flows, launched a campaign to existing users, and began iterating incentives and creatives. The GrowSurf-powered program delivered a 312% net return over four months, about $130 revenue per referral, and a controlled ~$30 customer acquisition cost, unlocking a high-visibility acquisition channel the company continues to optimize.

Willful

Tracy Laranjo

Growth Manager