Defined a proposition, brand and go-to-market strategy for Finzie
When working at SUE Amsterdam, I was part of the team that helped Finzie, a new player with a mission to make mortgages and insurances cheaper for people, successfully enter the Dutch financial market.
Romeo, the company behind Finzie, had come up with a new business category: a mortgage and insurance advice with continuous optimizations for a stable prize (which was on average 1.000 euros cheaper than the competitors).
We were asked was to define and design the entire brand identity, value proposition and come up with a successful go-to-market strategy.
We took this project on with a multi-disciplinary team in an iterative proces. Our team went through research, ideation and prototyping phases together, in which the client was part of the proces in every step. Our focus was always to connect with the goals, anxieties and needs consumers have when dealing with their bigger financial decisions. Consumer interviews on the one hand and prototype tests on the other gave us the insights that led to very substantiated and validated outcomes.
The most prominent outcomes we delivered are:
- Proposition (Onze financieel coaches doen alles voor je hypotheek en verzekeringen zodat jij het beste uit bent)
- Pay-off (Sowieso in jouw belang)
- Visual Identity (bright orange combined with a distinctive pink)
- Tone-of-voice (simple, to-the-point, with a big focus on ‘you’)
- Name for product offering, in which their ‘subscription model’ was reframed as something people want to pay for ‘a guarantee’ (best uit garantie)
- Go-to-market strategy (bottom-up by giving the Finzie advisors all the necessary marketing tools to do launch their own campaign)
- and more.