Backbase
Re-branding a fintech Unicorn
Client
Backbase is an award-winning, industry-leading Software-as-a-Service (SaaS) banking platform. It’s software empowers banks and financial institutions in their Digital and AI transformations. They are an Amsterdam-based FinTech unicorn. Website: backbase.com
Briefing
Gearing up the brand- and communication assets to accelerate marketing, sales and revenue growth.
Problem
The brand- and communication assets were boring and looked similar to their competitors’. They focussed on the product’s technical features, rather than the aspirational impact they deliver.
Insight
The software’s impact on society is exciting. Millions of people use it daily to control their private and business finances, which are deeply interconnected with human emotions and aspirations.
Solution
We visualised the human impact on end-users by asking real people on camera ‘What do you think about when you think of money?’ capturing a wide range of thoughts and emotions. At their annual client conference - hosting 1500 C-level bankers from around the world - Founder/CEO Jouk Pleiter revealed the resulting video as the company’s guiding principle.
Result
The new brand message and positioning struck a nerve and was praised by clients, prospects, press and team members, inspiring a record breaking deal volume. The brand- and revenue growth were consolidated in their consecutive (first) funding round, raising €120M at a unicorn valuation of €2.5B.
Testimonials
Jouk Pleiter, Backbase CEO & Founder
“Elwin and his team did a great job helping us to move our internal and external communications / story telling to the next level. Keywords: Smart, Empathy and Passioned about the work they deliver.”
Tim Rutten, Backbase CMO
“Elwin is a one-of-a-kind brand and overall marketing strategist whom I can highly recommend after having been a client multiple times. He will simply not stop until he gets to the essence of what you're trying to achieve and the purpose it serves. In his own unique way - he will challenge you to be more crisp than ever before - and take the leap forward to bring it to life in an "out there" and differentiating approach. Want to stand out and have fun while building together? Seek no further. He's your guy!”