Case Study: Fender Musical Instruments Corporation achieves 34% higher trial-to-subscription conversions and improved customer lifetime value with Partnerize

Fender Launches Unique Partner Program for Subscription Streaming App

Fender Musical Instruments Corporation wanted to grow customer acquisition and retention beyond traditional last-click partners but found its legacy affiliate network limited by antiquated commissioning and poor data visibility. Fender migrated to Partnerize, using the Partnerize platform and API to enable flexible commissioning tied to customer lifetime value for its Fender Play mobile app and to attract non-traditional partners.

Partnerize’s API delivered real-time, comprehensive data and lifetime-value tracking while enabling Fender to onboard partners like Guitar Center and create advanced, flexible reward structures that paid for monthly subscription renewals and longer-term retention. The Partnerize solution drove measurable impact: a 34% increase in trial-to-subscription conversion, a 05% uplift in affiliate-channel conversion versus 1.7% for other organic channels, and 12K+ new program free trial signups.

Fender Musical Instruments Corporation

Ethan Kaplan

General Manager Fender Digital