Mable
Mable is a two-sided marketplace in aged care and disability. Growth required both support workers AND clients, with clean measurement across the whole funnel.
The situation
Mable is a two-sided marketplace connecting people who need support (aged care, disability, everyday help) with independent support workers. Scaling required both sides to grow in lockstep.
When Red Valkyrie engaged, several problems stood out. Tracking had gaps that made it hard to trust performance data. Landing pages were designed for "look and feel" rather than conversions, and were too broad; people did not know Mable could be used for specific use cases like cooking, cleaning, or gardening.
The main signup form was a conversion bottleneck. The password field alone took users 30-40 seconds, and the full form had too many steps upfront. Support worker acquisition had no scalable channel.
What we did
Rebuilt paid search
Structured around intent and conversion quality for both sides of the marketplace. Scaled 4x over the engagement.
Scaled paid social 4x
Creative testing loop tailored to specific use cases and audience segments, driving signups efficiently.
Redesigned the main signup form
Moved easy questions first, added a progress indicator, and reduced friction. Lifted form conversion 40%+.
Built use-case landing pages
Created dedicated pages for specific needs (cooking, cleaning, gardening). Conversion improvements of 60-100%+ vs. generic pages.
Scaled support worker signups
From near-zero to 10,000+ registrations per month in 6 weeks using LinkedIn, social, paid search, and job platforms.
Rebuilt organic visibility
Directory pages for long-tail queries, content restructuring, pillar posts, and technical SEO fixes including structured data. Non-brand organic grew 3x+.
What changed
- During Red Valkyrie's engagement, Mable's revenue grew from $4M to $70M ARR (17x)
- Main signup form conversion lifted 40%+ after redesign
- Use-case landing pages delivered 60-100%+ conversion improvements
- Support worker signups scaled to 10,000+/month in 6 weeks (multi-channel)
- Paid search scaled 4x
- Paid social scaled 4x
- Non-brand organic search grew 3x+
- Managing $200-300k/month in ad spend
- Ranked #40 in Deloitte Fast 50 (2021) with 394% growth
- Raised $100M from General Atlantic in 2021
Why it worked
"A marketplace only scales when both sides are growing and the funnel converts. Fixing the signup form and building targeted landing pages had as much impact as scaling ad spend."
A marketplace only scales when both sides are growing and the funnel converts. Fixing the signup form and building targeted landing pages had as much impact as scaling ad spend.
Specific use-case pages outperformed generic pages by 60-100%+ because they matched what people were searching for. The form redesign removed friction at the highest-value conversion point. And building scalable supply-side acquisition (support workers) meant growth was not bottlenecked by one side of the marketplace.
If your marketplace needs both sides to grow, we can help
Book a call. We will map a plan that fits.