Go-to-Market Strategy & Product Marketing for a Fintech

For a duration of 16 months, I was the product marketing lead for i-invest, an investment app that provides retail access to financial instruments such as: Treasury Bills, Fixed Deposit Notes, Bonds and Nigerian stocks. The app also provides users with news and other relevant details to make informed decisions.

With a potent marketing communications strategy and product growth tactics, i-invest witnessed a notable increase in brand awareness, app installs, customer retention & loyalty. The following performance metrics measured these: Digital community growth, user registrations, referral rates, investment compounding rates etc.

Below are some of the strategies and tactical activities that fuelled the brand's growth:

Marcomms: Crafting a clear product message that effectively communicates the brand's unique propositions in a way that is easily adopted colloquially by the target market.

Branding: Refining the brand's initially generic visual identity, with the introduction of unique visual elements and a brand mascot, "Kudi".

Digital Comms: Optimising content marketing performance (30% increase in engagement within the first 2 weeks) by adapting Kudi into educational and informative digital comms, to improve palatability for otherwise 'boring' investment content.

Customer Centricity: Improving customer satisfaction scores (by 42% in the first month) by upgrading Kudi into a customer service chatbot. Monthly reviews of CSAT forms to discover new areas for product and service optimisation. In addition, I organised special events and investment webinars for customers in celebration of key business milestones, to build brand affinity and loyalty.

Lead Conversions: 97%+ increase in conversation rates on the website using customer testimonials (among other conversion tactics) to trigger downloads.

Investment education: To increase product adoption, a survey was conducted to discover the reasons why customers are hesitant to take their first investment steps. Second to trust (security), the biggest reason was a lack of investment knowledge. I created Learn With i-invest to provide customers with the basic investment knowledge needed to take the first steps on their investment journey.