Marketing

Bootstrapped and Sold for $200Million: An Analysis of ProfitWell’s Unusual Positioning Strategy (Screenshots Galore)

How do you bootstrap your company for 10 years, get the respect of your category, and cement ‘an expert’ positioning among your target customers?  Well, in this article I’m going to dive into 6 things I learnt about ProfitWell’s journey; all from snooping on their website and combining that with insight from being a consumer …

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The Collaborative Content Creation Framework Case Study With NMD+’s Dave Wallace

After 20+ years of building digital experiences for some of the UK’s largest financial institutions, from Schwab, RBS, HSBC, etc. to selling his agency to WPP. Dave Wallace wanted to start a fresh chapter through NMD+; a new agency specialising in designing active customer experiences and hyper-personalisation for financial services brands. These services required a …

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Marketing a new category: Lessons from Snooping on TrueLayer

In the UK, 50% of all open banking traffic goes through one bank API aggregator, TrueLayer.  In this article, we follow the breadcrumbs to uncover how fintech marketers are carving out a new category; Open Banking . You’ll see the segments being targeted for adoption and the unexplored opportunities. Follow the data, get the insight, …

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TransferWise’s $5 billion customer personas and how they market to them

Marketers…what are you doing to tailor your content and messaging to what your customers think and feel? Market disruptors like TransferWise are using deceptively simple tactics to tap into customer insights to create a moat. Here’s how: Let’s get it out of the way shall we (unicorn junkies section); TransferWise is an international money transfer …

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I Reverse Engineered Monzo’s Content Marketing Strategy, Here’s What Marketers Can Learn

  App-only challenger banks have risen to try and push incumbents off their financial perch, and in this battle, content marketing has been a valuable tool in their repertoires. Have you ever wondered how they do it? Monzo If you’ve never heard of Monzo, it’s a UK-based challenger bank that has grown to 4 million …

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