AI isn’t just a buzzword. For some companies it’s revolutionizing finance.
You can have groundbreaking technology in a hot sector, but if your audience doesn’t understand its benefits, can you succeed? As a fintech content writer, this is a problem I regularly encounter with new brands as they attempt to differentiate themselves in a crowded industry.
And this is exactly what iFlip was facing as a burgeoning fintech company with no brand recognition and a fintech investing platform that needed a complete brand overhaul. Not only did iFlip need a new look and feel, they needed fintech content to help potential customers understand their value propositions.
The challenge
iFlip is an automated investing platform that uses artificial intelligence and machine learning to protect and grow the wealth of individual investors. And while A.I. has been a hot commodity in the past year, iFlip had already been using A.I. in their technology stack for almost six years, giving them an enormous head start on the competition.
But while iFlip’s technology was top-notch, the brand was, to be blunt, a mess. There were inconsistencies in the tone, voice, and way the fintech brand was described, and seemingly no real content strategy. The company not only needed a financial content writer to develop continuity and strong messaging, they needed a complete visual overhaul of the brand as well.
As a part of the stellar team at Summer Friday, I was tasked with helping revamp iFlip from the ground up. This meant using market research to identify content pillars that could be used to create a brand voice that could later be used in developing creative marketing concepts.
A mental shift for investors: Protection=Performance
After many hours speaking with the iFlip team, understanding their technology, and completing advertising and marketing research, something stuck out. While iFlip’s technology was growing the wealth of investors by saving them money in down markets, the average investor still didn’t understand that when it comes to their portfolio, protecting your wealth in down markets is the key to better portfolio performance. In fact, when you protect your portfolio, you are more likely to grow your wealth over the long run. And that’s exactly what iFlip’s technology is designed to accomplish.
With this key piece of consumer market research in mind, we redesigned the iFlip website and social channels putting protection at the forefront of the brand’s identity.
I then dove into scripting an explainer video to convey the company’s amazing technology and how it can help everyday investors protect, and grow their wealth.
iFlip is a great example of a company with a great product in a hot industry that needed a strong voice and message. By updating their brand’s image we were able to successfully convey why their technology matters and how investors can benefit from their platform.
