One of the most effective projects I led at money.ca started as a simple proof of concept—and grew into a high-performing content engine that delivered backlinks from EQ Bank and CIBC, two of the most respected names in Canadian finance.

Starting with an MVP

It began with a single review. I wrote and published an in-depth EQ Bank review on money.ca, supported by custom images. To elevate it further, I collaborated with my art director to produce our first original video review—something we hadn’t done before. The EQ Bank partner on our team immediately saw the quality and value. That early validation gave me the traction I needed to make the case for additional resources.

Scaling the Process

With buy-in secured, I led the development of content for three more credit cards. This time, I pushed for even higher production value—stronger scripts, sharper creative direction, and tighter alignment with partner branding. I worked closely with writers, designers, and video editors to ensure every piece was polished and consistent with the high bar we had set.

Results That Mattered

This wasn’t just a content project—it was a business driver. The videos, images, and reviews we produced not only increased organic traffic and engagement but also helped strengthen our relationships with key partners. In fact, the quality of the work earned money.ca backlinks from both EQ Bank and CIBC—an incredibly rare and valuable outcome in the personal finance space.

These weren’t just SEO wins. They translated directly into increased visibility, improved partner trust, and ultimately, higher revenue from the credit card category.

What This Proved

Great content doesn’t happen by accident. It takes a clear vision, hands-on leadership, and a willingness to iterate quickly. This project proved that with the right mix of creativity and execution, even a simple MVP can evolve into something that moves the needle in a big way.