Derek Medlin
Analyst · Kyle Joseph from Stephens. Your line is open
Thanks Orlando, and good morning to everyone. You just heard Orlando described how we've transformed our business over the past two years. When we launched our app in late 2022, we saw the opportunity to create a growth driver that would allow Katapult to gain more control over its destiny. Since that time, we've been executing against strategic initiatives we believe will support our continued progress. While we've already begun to see our strategy deliver, we believe we are still in the very early stages of a new phase of growth. We now have evidence that we can bring value to merchants and consumers alike, so our focus is on finding opportunities to move faster than we ever had before. So let's start with the progress we're making in our consumer engagement initiative. Within our consumer initiative, our overarching priority is engagement. In support of this, we're expanding our app functionality and footprint as we continue to test and learn with a variety of marketing campaigns. We believe our success in these efforts will allow us to leverage our app marketplace to drive consumer engagement, gross originations, and profitable revenue growth. During the fourth quarter, $46 million in gross originations started in our app. For easy reference going forward, we will refer to this data point as total app originations. Year-over-year, total app originations grew by 32% in Q4. This means that we were our own referral source for approximately 61% of the gross originations we generated in the fourth quarter. And roughly $31 million of our gross originations were transacted using KPay, which was up approximately 52% year-over-year. Going forward, we will continue to refer to this data point as KPay originations. This means that roughly 41% of our originations went through KPay. Both these data points show that we are increasing the engagement and velocity in our marketplace and that activity is leading to growth. Since the start of 2024, we added eight merchants to our marketplace based on customer feedback. These merchants include Metro by T-Mobile, Zales, and Rooms to Go, which we launched in December 2024 and early 2025, respectively. During 2025, we will continue to strategically add features, functionality, and merchants to our marketplace that we believe will encourage consumers to engage and transact with Katapult for more of their shopping needs. We intend to leverage data and insights to personalize the shopping journey for our customers, which we believe will lead to higher conversion rates. Now let's turn to marketing, which is our other high priority consumer engagement initiative. Throughout 2024, we increased our marketing activity with a focus on getting the Katapult product in front of more eyeballs. We expect to continue to improve the return on ad spend over time, and we feel comfortable with our customer acquisition costs and our continued investment in our multi-channel marketing strategy. For 2025, our top marketing priorities are to drive application growth. So we have more activity at the top of our funnel and to both increase the number of customers, who take out a second lease with us and shorten the timeline between the origination of their first and second leases. Multiple leases are an obvious driver of lifetime value growth. And permitting customers to have more than one lease with us at a time distinguishes Katapult LTO from many of our competitors. Let me give you a few examples of how we're leveraging marketing to deliver growth. We're thoughtfully engaging with consumers more regularly. In fact, our lifecycle team increased their volume of communications by nearly 200% in 2024. Touch points included emails, SMS, and push, whose timing was tied to inflection points in the customer journey and experience. We also launched strategies within new customer acquisition channels, including Google Paid ad search. We are seeing a strong ROI and we expect to invest further in this channel as it continues to perform. Finally, we also launched marketing strategies related to organic social, paid social, video ads, and direct [man] (ph), and we believe we have a lot of potential growth to tap into related to these channels. We will continue to scale our marketing efforts by testing and learning in a variety of campaigns throughout 2025. We believe our hard work is paying off, and we are seeing strength and opportunities across the spectrum of KPIs we're using to measure the health of our marketplace. Let me highlight a few Q4 data points that illustrate our progress. Given top-of-funnel activity is our biggest near-term priority, I'll start with application volume, which grew approximately 50% during the fourth quarter, driven in equal parts by new and returning customers. Feeding our application volume, both app downloads and MAUs, our monthly active users, grew during 2024. We now have nearly 1 million cumulative app downloads. Traveling down the funnel, let's talk briefly about our conversion rate. The team has done a great job improving the customer journey, which led to a 72 basis point improvement in global conversion rate during the full-year 2024. We continue to sustain what we believe is a market-leading customer repeat rate, which was 61.5% in the fourth quarter and came in above 55% for all of 2024. In fact, as of the end of the year, nearly 30% of our active customers have entered into four or more leases with Katapult during their time with us. We believe this data point demonstrates the value we bring to customers and given the demographic and psychographic similarities across our customer base, we believe we can drive that 30% much higher over time. We believe this repeat rate is fueled by the positive experiences our customers have with the catwalk marketplace. We have a customer-centric philosophy, which means we never charge late fees, and we give consumers the transparent and affordable LTO options they deserve. Our approach has consistently resonated with our customers. Our MTS was 58 as of the end of Q4, up from 52 in Q4 of 2023. This strong score is a testament to our customer service obsession. All of these data points drive LTV, which is one of the more important hallmarks of our healthy marketplace. During 2024, our customer LTV grew approximately 9%, compared with 2023. We believe that these stats are giving merchants a better understanding of the incremental sales our LTO delivers and the consumer demand for our product. These merchants are seeing us as a growth partner and our relationships have become even more collaborative. That's a great segue to a conversation about our merchant engagement initiatives. Within merchant engagement, we are focusing on positioning Katapult as a partner of choice for all merchants and waterfall finance platforms. No matter how merchants are participating in our marketplace, we want them to recognize and value the incremental sales that Katapult is delivering. Our direct and waterfall merchants accounted for approximately 68% of total gross originations in 2024. We have remained focused on bringing new merchants to our marketplace and growing our market share with our anchor merchants. This focus led to success. During the fourth quarter, if we exclude the home furnishings and mattress category, our direct and waterfall gross originations grew approximately 44% year-over-year. For full-year 2024, this metric was up 16%. This growth was driven by several factors. Let me highlight two; first, we added more than 30 new direct or waterfall merchants or merchant pathways to our ecosystem. As a reminder, pathways include new or existing merchant partners that launch a new website or an in-store experience that includes Katapult as a direct or waterfall LTO offering. These merchants span a variety of categories, most notably automotive and durable medical devices. And collectively, we believe they will begin to contribute to the vibrancy of our marketplace and gross originations over time. Second, in the fourth quarter, we leaned into co-granted marketing campaigns with our merchant partners. Their support led to very strong growth during the Cyber 5 holiday period and the rest of the holiday season. With their partnership, we grew gross originations by 24% in the month of December and approximately 100% during the Cyber 5 period, compared with 2023. Let me give you a few examples of the types of co-marketing and other activities we're engaging in and the results they're creating. First, during a two-week promotion, we partnered with a gaming product merchant that led to a 200% increase in applications and more than 180% increase in gross originations, compared with the same period last year. Second, with one of our leading tire and auto merchants, we co-sponsored a one-week promotion that led to applications increasing 65% year-over-year during that week and gross originations growth of nearly 35%. We also worked with one of our leading electronics merchants to refresh their product detail pages to include a financing widget to help consumers find Katapult LTO options more easily. This led to an approximate 38% increase in average daily gross originations through the end of the quarter, compared with last year. Finally, for another leading tire and auto merchant, we added our innovative price calculator and were included in both our email newsletters and abandoned card emails. Following these updates, we saw a 42% increase in average daily gross originations. We will look for new opportunities to partner even more closely with our merchants as we test and learn in 2025 and continue to build affinity within our Katapult community. And while we're watching the performance of our entire merchant base, we closely monitor the success and health of our top 25 merchants. By monitoring the tip of the sphere performance, we believe we can quickly get a sense of our marketplace health and implement enhancements that unlock growth. During the fourth quarter, application volume grew approximately 30% for our top 25 merchants, when compared to the top 25 last year, which led to nearly 10% gross origination growth to this cohort of merchants. And perhaps most importantly, the Katapult marketplace drove about $43 million in gross originations to our top 25 merchants. We are executing well on the consumer and merchant fronts, and we believe that our partnership initiatives can accelerate our progress even more. We want to enter partnerships that can deliver new customers, increase brand awareness, create new products that customers want, and leverage our technology in new ways to drive gross originations and revenue growth. Given our focus on building top-of-the-funnel activity, our partnership efforts in 2025 will lean into building new relationships that broaden our application pool and give our customers more reason to engage with the Katapult marketplace. We've recently kicked off new partnerships that align with these goals. In addition, we have multiple new executed contracts and are entering the launch phase with several others. Recent partnerships include Self Financial Technology Company, with a mission to help people build credit, particularly those who are new to credit or might not have access to traditional financial products. Through this partnership, we believe we can monetize our declined applications and as these consumers improve their credit profiles, they can reapply with Katapult, which will help us grow application volume and help our customers improve their financial health. We also have a new partnership with the global market leader that delivers discounts and benefits to employees of larger enterprises. This relationship is focused on exploring the benefits of their digital platform as an economical referral source for Katapult. Finally, we have also launched a partnership with the Fintech that offers banking, investing, and borrowing products with a focus on consumers with limited credit. During the first two months following the launch, we expanded our reach to 50,000 consumers. We believe this partnership will also create an ROI positive opportunity to expand our brand reach, giving the Katapult name in front of customers who can benefit from our offerings. Beyond these efforts, we have continued to build new relationships with waterfall finance platforms, while deepening our partnerships with waterfalls we already work with. For example, of the more than 30 new direct or waterfall merchants we onboarded during Q4, 11 came to us through one waterfall partnership. Eight of these merchants are new to our platform, and three already had a direct integration with us. We have created multiple opportunities for merchants to participate in our marketplace, from direct to waterfall to KPay to our app marketplace. We believe that allowing customers to connect to merchants whenever and however they want will drive growth for our merchants and Katapult. We are very excited about our progress and our team is executing well across our key initiatives and the hard work is translating into continued gross origination and revenue growth, as well as unlocking our path to profitability. With that, I'll turn it over to Nancy, who will give you an update on our financial results and outlook. Nancy?