MoneyLion has hit upon a different road to acquiring clients. They do not want their association to be restricted to a lender-borrower relationship. Rather, the company strives to help customers improve their financial lives, and MoneyLion’s product bouquet is based on proprietary technology specifically designed for helping the user climb up the credit ladder. This creates a unique level of trust, which is monetized by the company by then offering credit products. This reduces their CAC as well as default rates because the company is intimately aware of a client’s financial performance over a long period of time.

http://lending-times.com/2017/06/15/managing-customer-acquisition-costs-in-online-lending/