Backbase
Re-positioning 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 Digital- and AI transformations. They are an Amsterdam-based FinTech unicorn. Website: backbase.com
Briefing
Gearing up the brand positioning, identity and communication assets to accelerate marketing, sales and revenue growth and prepare the brand for their first external funding round in 20 years of bootstrapped growth.
Problem
Brand assets were technical, boring and lacked distinctiveness, so they didn't inspire clients — the human who controls the buying decision.
Insight
Fintech software feels cold, but its impact on society is deeply personal. Hundreds of millions of people use it daily to manage their finances — which are tied to the deepest emotions and aspirations.
Strategy
Visualising the human impact on 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. Founder/CEO Jouk Pleiter revealed the resulting video as the company’s guiding principle at their annual client conference, hosting 1500 C-level bankers from around the world.
Result
Record breaking deal volume and praise for the new brand message and positioning from clients, prospects, press and team members. The brand- and revenue growth were consolidated in their consecutive 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!”