Advancr
Creating a disruptive fintech brand and online experience to launch an innovative alternative investment product
With over a decade’s experience in lease financing, the team behind Advancr recognised the potential for raising additional funds from private investors through fixed interest bonds.
We were asked to enhance the customer proposition, create a brand positioning and develop an online investment platform to launch the business.
Our bright thinking
Given a very compressed deadline, we had to work fast to develop an engaging customer proposition for Advancr, create a brand positioning, and design and build an online investment platform in readiness for the UK launch of the business. Innovation and being first to market means you don’t get the opportunity to learn from the trial and errors of others.
As with all investment products we had to develop a proposition and marketing communications that complied with the FCA regulatory framework while making a truly compelling case to everyday investors. Fortunately we have extensive experience of working with alternative investment products.
Our inspired creativity
• Qualitative research
• New brand strategy
• Internal workshops
• Strategic Consultancy
• Service design and alignment with brand
• Website design and build
• Launch
While the FCA regulatory framework brought some complications to the process of users making investments, we kept our focus on the idea that Advancr Bonds are in reality a simple and relatively safe investment product with huge appeal to all kinds and ages of private investors.
We developed a proposition and content strategy around the powerful idea and friendly, confiding tone of ‘Wise up to better returns’. To bring the proposition to life we used a tone of voice, messaging and photography that emphasise the simplicity of investing and make real the areas in which Advancr invests its funds.
Using this approach and content strategy, we designed and built an online investment platform with an innovative bond selection panel enabling investors to model the returns from different terms and interest rates. We created a clear and straightforward dashboard reporting tool that enables investors to see their investments at a glance, make further investments, and reinvest or withdraw interest. To support the launch and sales growth of Advancr we developed an online blog, product literature and press adverts which build on the proposition and content strategy.
