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Don’t Build Your Brand! Show who you are.

How to build a FinTech brand from scratch?

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Page 1: How to build a FinTech brand from scratch?

Don’t Build Your Brand!Show who you are.

Page 2: How to build a FinTech brand from scratch?

Our Roots

Our Pitch

Our Brand Building Activities

Our Holvi Brand

The Illusion of Virality

The Controversy of Building a FinTech Brand

From Brand Building to Customer Acquisition

Lessons learntAgenda

Page 3: How to build a FinTech brand from scratch?

Our home is Europe, our roots are Finnish.Our roots

Page 4: How to build a FinTech brand from scratch?

Our rootsFounded in 2011 in Helsinki

Started off by creating a banking service to manage the finances of events and projects

First prototypes built on top of PayPal

After validating the idea started to build a full platform independently from the ground up

Connecting Holvi to the local startup ecosystem since day one - Slush.org

Page 5: How to build a FinTech brand from scratch?

Secured seed investment (including Austrian Speedinvest)

Approval of official application of PSP licences at the FIN-FSA, Helsinki

Passporting of our own licence to the EEA under the EU directive

NEW product focus: the era of Makers and Doers

Full localisation for 3 core markets (FI, AT, DE)

The Big Year of 2014

Page 6: How to build a FinTech brand from scratch?

Holvi is banking for Makers and Doers.With Holvi you can send invoices, collect payments or sell your products online with the built-in online store and get bank transfers to your Holvi IBAN account. All in one simple to use offering. Holvi is built by entrepreneurs for entrepreneurs.

Page 7: How to build a FinTech brand from scratch?

How we build our brand.Telling our story.

Page 8: How to build a FinTech brand from scratch?

Brand Building

Page 9: How to build a FinTech brand from scratch?

Our Holvi BrandHolvi means ‘vault’ in Finnish expressing

our highest priority: security.

Page 10: How to build a FinTech brand from scratch?

The Holvi BrandWe are not building a brand, we are telling who we are!

Page 11: How to build a FinTech brand from scratch?

Nothing happens unless it is REAL.The Illusion of Virality

Page 12: How to build a FinTech brand from scratch?

Brand Building in a Nutshell

Page 13: How to build a FinTech brand from scratch?

Process of brand building

Your brandPRODUCT & SERVICES

OPERATIONAL EXCELLENCE

DAILY ADMINISTRATION

RECRUITING

PEOPLE

CULTURE

once manifested hard to changedetails matter

bigger than its single partsmind thermodynamics

Page 14: How to build a FinTech brand from scratch?

A plan without execution is just a dream. #LeitmotifWhy?Purpose

Who?Target audience

How?Which platform

What does this mean for Holvi being a fintech startup?

Completely rethink the way we handle our day to day business affairs and money transfers.

Momentum - real demand and no existing value adding service providers out there!

Makers and Doers are on the rise all over Europe - they are independent, educated and already forming the new backbone of the European economy.

Platform does NOT matter! It is actual value that dialogue with your customers will bring along.For example, over 80% of all people contact us via FB for support inquiries.

Page 15: How to build a FinTech brand from scratch?

Assumptions about branding that do not apply in FinTechBetter done than perfect! ”Whoops, I sent only 87% of your money”It just has to work

Let’s do live testing! ”We tested transferring money to your account, strangely it did not work. Maybe next time…” There are no such thing as test users in FinTech

The easiest way to learn is to copy!”Hey we’ll pay you 100 if…”Applying the same acquisition strategies like traditional banks would not work a single day.

Disrupting established industries will get you attention!”We are disrupting banking!”Do not only disrupt - focus on the value your solution will bring

Customer acquired, product sold. You are finished.You are never done. Never.

Page 16: How to build a FinTech brand from scratch?

From Branding to Customer Acquisition

Engage. Share. Listen.

Page 17: How to build a FinTech brand from scratch?

#1: PRFirst publication: WIRED Magazine 2013 Holvi chosen the Hottest Startup in Finland = lucky coincidence - there was no active approach

know your journalists personally, share thoughts and build a relationship PR still is effective leverage short time = will generate peak not levelsetup of a editor’s planrecognise all channels, put a focus on those that match your audience’s behaviour do not send mass emails to your journalist lists - they won’t be opened

Page 18: How to build a FinTech brand from scratch?

#2: Demand First, Product SecondBuild the momentum, hype your service and allow people to signup and share the news

continuously iterate how you can optimise your lead generation flowhandle this interest with care - nobody likes spam & people forget youSoMe is the place to be, focus and master the channels you’re in set up a google analytics workshop each month to measure tracking and define relevant KPI’s to continuously improve performance at all fronts Content is king, content distribution King Kong!

Page 19: How to build a FinTech brand from scratch?

#3: Co-operate & Co-operateYour company does not exist in a vacuumDon’t build networks, build relationship.Find credible partners that communicate your values (e.g. PR)

What works best? = REFERRAL! aka word-of-mouthCommunity approach functions equally well in all marketsthere is not such thing as sustainable affiliate programmes money should not be your primary focus but reward

Page 20: How to build a FinTech brand from scratch?

#4: Entering A New Market Micro Vertical ApproachDig, Find, Promote and EngageExclusive pricing

First Class Support and Services, average personal response time (weekdays) = below 3 hours. Consulting included.Put a face to your company. Nobody will ever trust their money with an anonymous internet company.

Page 21: How to build a FinTech brand from scratch?
Page 22: How to build a FinTech brand from scratch?

What we did when we didn’t know anyone and no-one knew us ?We asked Vienna which exciting ideas are currently cooking, visited those startups and published a video about them.

Page 23: How to build a FinTech brand from scratch?

#5: You should know how!

blog.holvi.comBlog article of the weekMakers and Doers profiles, tips & tricks for business owners and the self-employedBuilding your audience by building your expertise

Page 24: How to build a FinTech brand from scratch?

#6: Keep in touch - do not spam!Help Center article of the week (according to the top requested support issue)New feature releasesMakers and Doers insights, stories and profiles

5-10 times higher openings and clicks than industry average, works very well to engage users

Page 25: How to build a FinTech brand from scratch?

#7: Shut up and Tweet!Nobody cares about your brand as such. You have to show it day to day by sharing valuable insights and also telling what you are doing in real-time. Rise beyond the average noise! Be faster, wittier and louder.Attend events and appeal to emotions - one way or another.

TOA BERLIN

Page 26: How to build a FinTech brand from scratch?

Lessons LearntMake and do!

Page 27: How to build a FinTech brand from scratch?

Brand building and customer acquisition is a dialogue!

NEW approaches can significantly convert into 10 times better results - forget what you know

Don’t create content, tell your story!

Keep costs at bay - also micro budgets need macro attention

Page 28: How to build a FinTech brand from scratch?

Your tone of voice has to be apart of each and every communication pattern of your company. It starts with your ads and ends with your customer support questions.

In between are operations, product, key notes and lunch conversations.

As cliché as it is - everyone has to walk the talk at all times.

Help your customers shine and you will catch some light as well!

Page 29: How to build a FinTech brand from scratch?

@Holvi #Holvi #MakersAndDoersFollow us!