WorkMoney adds 1M+ members in five months after Chameleon breaks 3-year agency lock-in

Chameleon stood up a core team in 30 days to take over growth strategy, production, and creative. Chris implemented a Champion/Challenger testing framework that identified high-performing ad tactics at the local level, testing new challengers every week to find the extremes that win. Angicel rebuilt the production system in Airtable, cutting policy and legal approval time from up to 2 weeks down to 2-4 days and giving the team real-time visibility into what was ready to launch. Instead of designing new ads from scratch each week, the team templatized their champions and focused production on proven formats.

From July to November 2024, WorkMoney added over 1 million new members, growing from just under 7 million to over 8 million. Three struggling programmes saw dramatic turnarounds: one doubled investment after CPA dropped by more than half, another improved aggregate CPA by 4x (delivering more in one month than the prior three combined), and a third tripled weekly investment with only a 2 percent CPA increase. Ad launch time dropped from 2-3 weeks to under 48 hours in some cases. WorkMoney is now on track to hit 10 million members by year-end and finally owns their data and growth operation.