Qapital was looking for more than just downloads of the app. In order to grow as a banking platform, the company needed to inspire an emotional connection with its audience.
Writing Qapital’s brand narrative and strategic messaging recommendations, Mary helped the company express the heart of its story: helping users accomplish their goals, without changing their lives.
"Beautifully designed and engaging, Qapital provides a simple framework for users to establish personal goals on their own terms."
This work encouraged a shift away from messaging that focused on Qapital's features as a micro-savings app, to inspiring messaging that cast its users as the hero of the story.
"Qapital users take control of their financial future in the ways that suit them best; tracking their progress, celebrating milestones, and, ultimately, achieving their goals."
"Qapital is a tool that brings innovation to banking by putting the control in the user’s hands."
"By aligning the element of saving with one’s own natural tendencies, Qapital changes 'should' to 'can'."
"With Qapital, people are seeing the big picture of their financial lives add up, and achieving their vision for the future on their own terms."
"Qapital understands that users will succeed
if they have the right tools; all they need do is choose them."
Guided by this brand narrative, Qapital found its voice and established itself as more than just another savings app. Its messaging gained resonance and inspired users and potential users to connect in meaningful ways.
Qapital entered the engagement with just over 150,000 users. Since implementing the narrative and recommendations, Qapital passed 150 downloads per day and continues to grow its product line and team.