Article's Content
Article's Content
Make every dollar count has long been Brex’s tagline. But lately, it feels more like they’re making every word count.
With the launch of its Spend Trends subfolder in August 2024, Brex has rolled out a content strategy that’s as methodical as it is impactful — targeting mid- and bottom-funnel searchers with high commercial intent.
In just eight months, this strategic content initiative has grown to 137 articles and attracted over 34,000 monthly visits with a traffic value of more than $280,000.
Today, we’ll break down exactly how Brex engineered this content transformation and why it matters for your B2B SEO strategy. We’ll cover:
- How Brex structures its organic traffic strategy across different subfolders
- Why the Spend Trends subfolder outperforms other sections despite being less than a year old
- The strategic organization that aligns perfectly with Brex’s core product offerings
- What makes their content so valuable despite moderate traffic numbers
- Actionable takeaways you can apply to your own content strategy
Let’s roll.
Brex’s Organic Performance and Subfolder Breakdown
For those unfamiliar, Brex is a FinTech company that serves as a one-stop-shop for financial services, primarily targeting software companies. What began as a company offering corporate cards to startups now provides services like expense management, business travel services, and bill-pay to some of the biggest names in tech — Anthropic, DoorDash, and Wiz, to name a few.
But for a business to become a customer, they need to discover you and learn what you’re offering. Which leads to the question: how does Brex attract visitors to their site to communicate this info?
According to SimilarWeb, Brex drives the majority of their site visits via direct traffic (63%). Not surprising considering the strong brand equity they’ve built over years in fintech. The next biggest traffic source, coming in at just under 25% of Brex’s total web traffic, is organic search.
While direct traffic dominates today, organic is where Brex is strategically investing to maintain its long-term visibility and capture new audiences. Looking at the Ahrefs data, we can see Brex’s found main organic traffic drivers by subfolder:
- Homepage: 45.6K monthly visits (33%)
- Spend Trends: 34.5K visits (25.1%)
- Journal (Blog): 30.2K visits (21.9%)
- Product Pages: 11.6K visits (8.5%)
What’s impressive here isn’t just the numbers — it’s the timeline. The Spend Trends initiative launched in August 2024, yet it’s already outpacing long-established sections like the product pages and traditional blog.
Even more striking: of the 10.7K keywords the Spend Trends subfolder ranks for, only 144 include the word “Brex.” That means this content is pulling in non-branded searchers — users who don’t already know Brex, but are actively looking for financial tools and solutions. That’s the holy grail of content marketing: capture new audiences through strategic, high-value content.
The Spend Trends Strategy — Align Topic Clusters with Key Product Lines
Spend Trends isn’t just another blog category. It’s a methodically structured, topic-clustered content hub with 137 pages added in just eight months — that’s approximately 17 new posts per month. That content production volume is impressive and shows that Brex has a deliberate enterprise SEO strategy in place. More importantly, these 137 pages are spread across topics that align with key product areas:
- Corporate Cards
- Business Banking
- Spend Management
- Bill Pay
- Travel
- Accounting Automation
How do they do it?
Each product vertical is mapped to a dedicated subtopic within the Spend Trends folder. At the time of writing, here are how many pages the Brex team has published under each subfolder:
This distribution isn’t random — it closely mirrors the importance of Brex’s product portfolio.
Expense management (24 pages) has been a major focus of the company since they launched their platform Empower in 2022 as a play to win enterprise companies like DoorDash. Corporate credit cards (24 pages) and bank accounts (22 pages) are also key product lines, which is why they round out the top 3 topic clusters.
Unlike Brex’s blog — the “Journal” subfolder that includes a mix of one-off posts, press releases, and thought leadership — Spend Trends focuses on capturing keywords that align with core business functions. It’s a content strategy with laser-sharp product alignment.
Here’s how the cluster strategy drives organic performance:
1. Establishing Topical Authority and Relevance
Brex builds topical authority by creating defined clusters around key financial topics that align with their products. Rather than publishing isolated articles, they develop comprehensive coverage (20+ pieces per topic) that signals subject matter expertise to search engines.
This depth creates a semantic network where each piece reinforces the others, helping even newer content rank for competitive terms. Their consistent publishing cadence —17 posts monthly — demonstrates ongoing commitment that search engines reward with improved rankings across entire topic clusters.
2. Creating a Clear Content Hierarchy and URL Structure
Brex’s URL hierarchy creates a semantic taxonomy that mirrors their product structure. This nested organization communicates topical relationships to search engines before they even analyze the content itself.
The structure acts as a knowledge map, showing Google which content belongs to broader categories and which addresses specific solutions. This architecture helps search engines understand content purpose and relevance without relying solely on on-page signals.
3. Improving Internal Linking Opportunities
Brex’s topic clusters create natural opportunities for strategic internal linking that serves both users and search engines. When high-performing pages like their “$42.7K traffic value” credit card content link to newer articles within the same category, they pass valuable authority (link equity) to those pages.
This accelerates the ranking potential of the entire cluster through PageRank distribution. The systematic linking structure also creates logical content pathways that improve user experience and help search engines understand related concepts.
4. Future-Proofing for Growth
Brex’s modular content architecture provides both immediate SEO benefits and scalability for future expansion. As they develop new products or features, they can easily extend existing content clusters without restructuring their entire site.
This framework also simplifies content gap analysis, allowing them to quickly identify underserved topics within each product category. The structure enables them to strategically allocate resources to high-performing areas (like corporate credit cards) while maintaining comprehensive coverage across their full product ecosystem.
This cluster-based approach isn’t unique to Brex. We’ve seen similar strategies drive impressive results for brands like Vanta’s SEO moat in cybersecurity to NerdWallet’s topic clusters in personal finance. But Brex’s execution stands out for its rapid scaling and precise product alignment.
Performance Deep Dive: Corporate Credit Cards Are Dominating
While the Spend Trends content strategy spans multiple financial categories, a clear winner has emerged — the top 4 highest-performing posts in the subfolder are focused on corporate credit cards.
Take a look for yourself:
So why are these posts so valuable despite moderate traffic volumes? It’s all about intent.
Keywords like “business credit cards with no credit” or “startup lines of credit” come from users close to a decision — making the traffic far more valuable than broad, top-of-funnel content.
These users aren’t casual browsers, but qualified prospects actively seeking financial solutions, which explains the high CPC and traffic values for these terms.
Why This Strategy Works So Well
Brex’s Spend Trends content strategy works particularly well for three key reasons:
- It targets high-value keywords with clear purchase intent
By focusing on specific search terms like “EIN only business cards” or “startup business line of credit,” Brex is capturing users actively looking for solutions they provide. Visitors landing through these search terms have higher probability of converting, making each page view an acquisition opportunity.
- The content structure aligns perfectly with user search behavior
The listicle format (“5 Best…”) matches how users search and consume financial product information. It’s easy to scan, satisfies the search intent, and naturally incorporates the primary keywords.
Brex isn’t forcing users to adapt to their content — they’re meeting users exactly where they are in their journey.
- The topical clustering reinforces Brex’s authority in key areas
By having 20+ articles about expense management or corporate credit cards, Brex has established topical authority that helps every new piece of content in those clusters rank more easily. This snowball effect creates a positive feedback loop where each new piece strengthens the entire ecosystem.
Getting visitors to click on a page is one thing, but getting them to consume content and convert another challenge entirely. Brex excels at both through carefully crafted content.
How Brex Makes Educational Content That Ranks and Converts
The secret to Spend Trends’ success lies in Brex’s ability to create long-form, educational content that balances SEO with real user value. They’re applying the 4 Es of content: educate, engage, empower, and entertain — with a heavy lean into education.
Here’s how:
Long-Form Content Investment
The substantial word counts (averaging 3,600+ words per article) demonstrate Brex’s commitment to comprehensive coverage that thoroughly addresses search intent. This depth helps capture featured snippets, establish topical authority, and provide multiple entry points for related long-tail keywords.
Listicles and Comparisons
Posts like “The 5 Best Startup Business Credit Cards…” use numbered lists to simplify complex decisions. This format is both search-friendly and highly scannable for users trying to make financial decisions. Site visitors that arrive through this type of query are also actively selecting between options, so they’re more receptive to Brex’s solutions.
Step-by-Step How-To Guides
Example: “How to check your business credit score” is broken into digestible, actionable steps. These guides answer specific questions searchers have, positioning Brex as a helpful resource rather than just a product company.
Benefits-Driven Copy
Each article spells out user benefits — from avoiding credit checks to earning rewards. This focus on “what’s in it for me” connects directly with reader pain points and desires, bridging the gap between education content and product consideration.
Problem-Solution Framing
Many posts open with common business pain points (limited access to credit, cash flow challenges) and then position Brex as the ideal solution. This framework creates relevance and urgency for the reader.
Product Comparisons
Posts often compare Brex to competitors, clearly explaining why Brex is the better choice. These comparisons are done subtly, weaving product advantages into educational content rather than creating overtly promotional material.
These comparisons are woven subtly into educational content rather than presented as promotional material, maintaining reader trust while still advocating for Brex’s advantages.
Lessons for Your Content Strategy
Whether you’re in fintech or another B2B space, there are valuable takeaways from Brex’s approach:
- Organize content into clear product-aligned subfolders — Don’t just publish random blog posts; create structured content hubs around your core offerings.
- Target commercial-intent keywords — Focus on search terms that indicate users are close to making a purchase decision rather than just building general awareness.
- Use consistent formats that satisfy search intent — Find what works (like listicles for product comparisons) and repeat the formula across related topics.
- Publish at scale while maintaining quality — 17 posts per month is ambitious but achievable with the right content production system and clear editorial guidelines.
- Make educational content that subtly sells — Teach first, promote second; position your product as the natural solution to problems you’re explaining.
Final Thoughts
In less than a year, Brex’s Spend Trends subfolder has become a textbook example of high-ROI content marketing. It’s not just about publishing more — it’s about publishing smarter. By clustering topics, targeting transactional keywords, and aligning with product intent, Brex is building an SEO moat around its most valuable offerings.
And if you’re wondering whether it’s working — just look at the numbers: $284K in monthly traffic value and growing. That’s the power of a well-executed B2B content strategy.
Want to build your own version of this high-value content engine?
[Contact us] to learn more about how Foundation can help transform your content marketing strategy.
