Finix
Redefining the value proposition
Customer Analysis - Competitive Analysis - Brand Positioning - Messaging
Challenge
A partner to both start-ups and publicly traded companies, Finix long-believed that every business should not only have access to the most innovative payment technology, but they should also reap the majority of the economic benefit. However, effectively communicating this, and the new product it launched to bring this to reality, proved challenging. The Chief Growth Officer enlisted our help to simplify the narrative and move prospective customers down the funnel from awareness to conversion.
Approach
To achieve these objectives, we aligned on the need to create compelling positioning and messaging to support go-to-market efforts. We started first by understanding the needs and pain points of Finix’s target customer.
To carve out a point of differentiation for Finix, we also conducted an analysis of key competitors, focusing on their value propositions and messaging, their brand personalities, and the sentiment of the community towards these competitors.
With this in hand, we crafted a brand positioning for Finix around the idea of “Empowering Platforms,” focusing more on the emotional vs. functional benefits. We then defined the buyer journey and distilled the positioning into a messaging framework to guide future content development.
Result
The work paved the way for the official rebrand that went live three months after the project was completed and laid the foundation to help Finix secure $30MM in funding shortly thereafter.
