Crafting compelling content for one of UK’s fastest growing fintechs
Ushering a new era in banking
Role
Strategy Director at Output
Client
ClearBank
Industry
Finance, Technology
Scope
UX | Content Design | Writing
Date
2022
Credit
Brand + Digital Design by Output
From helping established banks overcome legacy systems challenges to propelling fintech companies to go to market faster — ClearBank’s cloud-based API is a world-transforming purpose-built product.
But with such flexibility in their offering how might we communicate their unique value to a variety of prospects across the financial industry?
The Insight
In a hyper-competitive landscape that moves fast, ClearBank needs to not only show the benefits of its technology but to also position itself as the partner of choice for ambitious players in the financial industry. And very importantly, not to be perceived as a competitor.
The Strategy
Working with the ClearBank team, we investigated who our prospects might be and what key information and validation they would seek to peak interest and drive them to get in touch.
And while we co-created the full site information hierarchy and sitemap, we also carefully identified three key areas where ClearBank can be set apart from the competition; in how we talk about the products, how they apply to a variety of clients through carefully curated use cases and bringing the ClearBank mission to life on the Company pages.
The Writing
With sitemap and key user journeys mapped out, we worked closely with the client to craft compelling copy that support conversion.
Applying a consistent tone of voice that balances the positive and energised feeling of working with ClearBank while maintaining clarity that helps demystify complex information, ensured that we created an intuitive digital experience that feels and sounds ‘ClearBank’.
Products
Going beyond product features to express the tangible benefits that ClearBank’s purpose-built products offers by crafting clear and compelling copy. It is not only about what the technology can do but also gives a good idea of what is it like to partner with ClearBank.
Use cases
With a wide range of potential clients, we needed to showcase how ClearBank’s offering could adapt wether it was partnering with an established bank high street bank, or an emerging fintech.
With use cases, we evidence how the technology could adapt to the various needs and how ClearBank’s expertise directly supports their clients to grow.
Mission
To support ClearBank’s explosive growth, we crafted punchy content that captured the building momentum behind the business.
The combination of the challenger mindset, with a team that had decades of experience in finance provided the right story to attract prospects and investors to find out more.
The Impact
In 2022, following the new branded site launch, ClearBank saw revenues triple to £58m. The uptick in revenue saw ClearBank hit monthly profit for the first time and become one of a few profitable fintech companies.
