Abacum is a high-growth SaaS company modernising financial planning and analysis (FP&A) for scaling businesses. Their collaborative platform enables finance teams to automate reporting, streamline headcount planning, and deliver strategic insights faster.
Abacum achieved a 160% uplift in qualified organic traffic and doubled demo requests from US inbound search within just six months. By expanding the funnel-based strategy into Europe, the brand also secured page 1 rankings across multiple markets, driving sustained international visibility and demand.
Abacum needed to grow demand in the highly competitive FP&A software market, with the US as the primary target market and Europe as a secondary focus. Despite a strong product, their site lacked a structured content and SEO strategy aligned with finance buyers’ search behaviour. The goal was to build an inbound growth engine that could capture finance leader attention across markets and generate qualified demo requests at scale.
A key early step was to rebuild Abacum’s site architecture to better align with demand generation goals and user journeys. Our restructure introduced a logical hierarchy around solutions, use cases, and industries, ensuring that finance leaders could easily navigate from awareness content into high-intent product pages.
Solutions pages: dedicated landing pages for core platform functions such as financial forecasting software, budgeting automation, and headcount planning.
Industry pages: tailored for SaaS, startups, and fast-growth companies to capture sector-specific searches.
Resource hub: consolidated content into a structured library that supported the TOFU–MOFU–BOFU funnel, guiding users from education to conversion.
Technical SEO: optimised URL structures, headers, and metadata across these new categories, ensuring relevance for US-first search behaviour and scalable into Europe.
This restructure gave Abacum a clearer conversion path and created the technical SEO foundation for funnel-based demand generation.
We turned Abacum’s fintech SEO strategy into a demand generation engine by producing financially themed guides and landing pages, each mapped to buyer intent and funnel stage.
Some examples of the on-page assets created include:
Top-of-Funnel (TOFU)
The CFO’s Guide to SaaS Financial Forecasting
How to Automate Headcount Planning
Budget vs. Actual Reporting Explained
Mid-Funnel (MOFU)
FP&A Software vs Excel: What Finance Teams Need to Know
Financial Forecasting Tools for SaaS Startups
Scaling Finance: Building a Modern FP&A Tech Stack
Bottom-Funnel (BOFU)
Abacum vs Legacy FP&A Tools
ROI of Collaborative FP&A Software
Customer success stories highlighting cost savings and time efficiency.
Each piece was SEO-optimised for financial keywords while serving as a stepping stone in the funnel. We also connected these guides to MOFU and BOFU landing pages through a deliberate internal linking framework, ensuring traffic from awareness content flowed into demo-driving areas.
This approach positioned Abacum not only as a software provider, but as a thought leader in financial planning and analysis, addressing the pain points of CFOs and finance managers across the US and Europe.
We recognised early on that top-of-funnel (TOFU) traffic would often land on Abacum’s resource hub as the first touchpoint. Rather than acting as a loose collection of articles, it needed to operate as a structured awareness engine that educated finance leaders and channelled them deeper into the funnel.
Our approach included:
Architecture overhaul: We restructured the hub into clear categories aligned with finance pain points — financial forecasting, budget vs. actual reporting, headcount planning, and SaaS financial strategy. Each category was optimised with SEO-driven URLs, headers, and metadata to capture high-volume US and European queries.
Content mapping: Using intent segmentation, we ensured every TOFU guide was linked downstream to related MOFU solution pages (e.g. Financial Forecasting Tools or FP&A vs Excel), creating natural pathways into Abacum’s product positioning.
User experience enhancements: Designed the resource centre with filtering, search, and recommended content modules to help CFOs, finance managers, and operators self-navigate toward answers and solutions.
Awareness focus: Published in-depth guides such as The CFO’s Guide to SaaS Forecasting, How to Automate Headcount Planning, and Budget vs. Actual Reporting Explained. These finance-centric assets were deliberately positioned to capture early-stage traffic while showcasing Abacum’s expertise.
This resource centre rebuild transformed TOFU performance, driving a surge in qualified awareness traffic and funnelling readers into high-intent pages. It shifted Abacum from a product-led site to a demand generation platform that consistently educated, engaged, and converted its target audience.
"Polaris turned SEO into a growth channel for Abacum. By focusing on the US market first, mapping user intent, and structuring our content to match the buyer funnel, they built an inbound engine that continues to scale demand across geographies." Christy Steward, VP of Marketing
“Our partnership with Abacum required not just strategy but real ownership over execution. Our team delivered in a demand generation strategy and partnered to ensure impact too."Amo SokhiManaging Director
