Building the FinTech Brand of The Future

Rebranding I Org Design I Product Launch I Unit Economics Optimization I TAM & Segmentation Study

BEFORE (2021):

AFTER (2023):

KEY ACCOMPLISHMENTS

• Optimized unit economics of Student Loan Refinance product and successfully launched Personal Loans

• Transformed small legacy team of 5 into world class, enterprise-level team of 21

• Built a differentiated brand across all channels including a site redesign.

• Codified mission, vision, USP, value props and messaging hierarchy for lender and borrower audiences.

• Lead a full-scale TAM and segmentation study to identify more profitable and future targets.

• Scaled growth channels (email, DM and affiliates)

• Launched consideration and awareness channels (TV, display, podcasts, influencer, social, refer-a-friend, PR)

• Replaced messy/non-existent performance data with accessible dashboards, full attribution and proper analytics

RESULTS:

• Increased loan originations by ~50%

• Decreased CAC by 52%

• Launched Personal Loans and exceeded accelerated targets (on track to deliver over $500MM in amount lent)

• LAUNCHED NET NEW BRAND WITH FULLY INTEGRATED IMPLEMENTATION