Crafting the heart of a smarter fintech brand
Fynanc and New Kind work together to amplify an aspirational startup’s purpose
Background
Fynanc began as the brainchild of fintech veteran George Antone, one of the earliest creators of Quicken. Antone is a thought leader in passive income and real estate investing, and founder of the world’s largest private lender network.
He was tired of seeing smart people save their whole career and still need to compromise in retirement. So he founded a new company, focused on a done-with-you program that helps individuals amplify their approach to wealth building. The Fynanc model is underpinned by a proprietary AI platform, forming a unique hybrid of learning and fintech.
Industries: B2B Technology, Fintech
Services: Brand Architecture, Brand Diagnostic, Company Messaging, Positioning, Storytelling, Visual System, Web Design
The Opportunity
BUILDING THE PLANE WHILE FLYING IT
Fynanc was moving fast. They secured funding, and investors had faith in the platform. It was time to go to market. But Fynanc’s unique model meant that educating prospects on what it was and how it would deliver them value was a time-consuming process.
Fynanc was developing foundational messaging at the same time as they were developing their product. They needed a partner with fintech experience and built-in agility to co-create the brand’s foundation. And do it while adapting to a rapid pace of key events and milestones.
Fynanc asked New Kind to help accelerate their ability to communicate their offerings’ value.
Brand Diagnostic
CHARTING A ROADMAP TO A DISTINCTIVE DESTINATION
When you’re building and branding at the same time, you need a plan. The Fynanc leadership team overflowed with ideas and knew they needed to prioritize. We fostered an environment where they could safely debate and make hard decisions about the business.
Our Brand Diagnostic spanned an audit, two workshops, and roadmap development. We helped Fynanc determine what they had, what they needed, and how their ideas fit into their future.
Clarity was critical. With a clear direction, Fynanc could build trust with their clients and help them change the way they look at their financial goals.
The new roadmap focused on activating the website in order to:
- Take advantage of increased traffic from new marketing efforts
- Make fynanc.com easier to navigate and clarify the pathway to purchase
- Turn fynanc.com into a primary trust beacon—signaling that Fynanc is trustworthy, simple to use, and relevant
- Provide a clear brand direction guiding the next 2-3 years of work
Positioning, Story, and Messaging
MAKING AN AMPLIFIED APPROACH MEAN MORE
Working with a startup meant they were developing their offerings while we built the messaging and framing around them. We demonstrated new ideas in draft wireframes, which often informed product development.
The hallmarks of the New Kind process—rapid prototyping, openness, expectation setting, trust building—were crucial.
Positioning keyed in on what it means to “amplify your portfolio.” Simply put, it means increasing the volume and yield of assets under your control by integrating habits, tactics, and a banking mindset. And once you automate that process (thanks to Fynanc’s AI technology), you can accelerate your financial growth.
It led to a simple message: Amplify your income, accelerate your freedom date. With our training-driven, tech-backed financial platform.
Three pillars support the message: Training, Technology, and Thesis. The core elements that make Fynanc stand out in a crowded marketplace.
Together, we clarified the Fynanc offering through additional product naming and gave the messaging narrative form in a simple brand story. So everyone at the company can present consistently and memorably.
Visual System & Web Experience
AMPLIFICATION EVERYWHERE, ANCHORED IN STRATEGY
Working with a startup meant they were developing their offerings while we built the messaging and framing around them. We demonstrated new ideas in draft wireframes, which often informed product development.
The hallmarks of the New Kind process—rapid prototyping, openness, expectation setting, trust building—were crucial.
Positioning keyed in on what it means to “amplify your portfolio.” Simply put, it means increasing the volume and yield of assets under your control by integrating habits, tactics, and a banking mindset. And once you automate that process (thanks to Fynanc’s AI technology), you can accelerate your financial growth.
It led to a simple message: Amplify your income, accelerate your freedom date. With our training-driven, tech-backed financial platform.
Three pillars support the message: Training, Technology, and Thesis. The core elements that make Fynanc stand out in a crowded marketplace.
Together, we clarified the Fynanc offering through additional product naming and gave the messaging narrative form in a simple brand story. So everyone at the company can present consistently and memorably.
The Outcomes
AN AMPLIFIED FUTURE FOR FYNANC AND INVESTORS
Young companies need to drive immediate results. We achieved that together by using the new website as a framework for our messaging and design. The site allows them to attract clients, investors, and employees with confidence.
Starting the engagement with essential brand foundation work means the work is grounded in real differentiation and benefits. And is built to last.
This thoughtful process impacted the way they look at their ideas and what they do as company. Fynanc is set up for purposeful evolution into the future.