Finance API: making the story catch up with the technology
A powerful data API with real business outcomes for banks, but no way to communicate either. Building the messaging, brand and onboarding that let the product sell itself before anyone picked up the phone.
01
Abstract technology, no clear business case
The API handled complex financial data but the team had no way to translate that into outcomes banks actually cared about. The product spoke in technical terms to a business audience.
02
One message for many decision makers
B2B buying in banking involves multiple personas with different concerns. There was no messaging architecture to address each of them on their own terms.
03
Arriving cold to a long sales cycle
With 80% of the buying decision made before a sales meeting, there was no content in place to build familiarity, trust or intent before a conversation ever started.
The product had earned investment, but the commercial layer needed to catch up. I built the brand, visual strategy and messaging framework from the ground up, developing persona-specific content for each B2B buyer in the bank and designing an onboarding flow that gave prospects everything they needed to make the case internally, long before a sales call.
Finance API
A B2B fintech company offering a data API for banks, with strong technical capabilities and genuine business value but a long, complex sales cycle. The challenge was building the commercial infrastructure to meet buyers where they were and earn trust before the first meeting.
Persona-led content for a multi-stakeholder sale
01
Branding and Visual Strategy
A brand identity built to signal credibility and precision to a financial services audience, with a visual language that made complex data feel accessible and trustworthy.
02
Persona Messaging
A structured messaging framework with tailored content for each B2B buying persona, translating API capabilities into the business outcomes each stakeholder needed to hear.
03
Onboarding Flow
An onboarding experience designed to build understanding and intent across a long sales cycle, giving buyers the right information to champion the product internally before a meeting was ever booked.