Strategy

Safety first.

To help the brand become a nationally recognized household name, we dove deep into qualitative research, competitive analysis, and social listening. Using this research, we discovered just how emotional money can be. And, how often our competitors only focused on the numbers. After diving into consumer insights, we noticed that, in the financial space, emotions span just about everything from incredible joy to pain and fear. Fear was ultimately the enemy: Fear of judgment, fear of not doing enough, fear of not having enough money, fear of not knowing what to do, fear of not knowing who to trust. All of this led us to the brand positioning: You’re safest with us – born from the insight that when we feel safe, it builds confidence and gives us the freedom to thrive.