Appealing PFM

Explore how Untold's customer-led research and AI-driven ideation helped a long-established financial software company redefine its brand and product strategy for a new generation of consumers.

Client challenge

An established player in the financial management software industry, boasting millions of users since its inception in the 1980s, found itself at a crossroads. Once a market leader, the company now faced a radically different landscape, with a shift towards cloud-based apps and numerous new competitors, including free options. While they had a solid base of loyal, long-term customers, the business needed to appeal to a younger audience to remain relevant in this competitive environment. They sought to understand their customers' jobs to be done and use these insights to shape product and marketing strategies for the new generation of subscribers.

Our approach

To provide a solution, Untold conducted a comprehensive Jobs to be Done study. This offered a foundational customer strategy for the client's product and marketing teams to develop products and marketing that truly resonated with customers. We then conducted an AI sprint, using rapid ideation to generate campaign strategies targeting their core customer segment and brand positioning ideas that aligned with the business's core ambitions.

Outcomes and impact

The impact of our work was profound. Our insights are guiding the launch of a new website and brand identity, and directing product and marketing teams towards meeting customers' jobs to be done. Additionally, our AI-driven process fast-tracked the development of a new landing page and campaign content for the launch.

"Untold helped to revitalise our legacy brand, modernising our product and marketing approach for our new cloud-based mobile app. Their customer-led process injected new energy into our team delivering unprecedented results - fast tracking a process that would normally have taken us months to navigate internally."
CMO of Financial Software Company

Read next

Refining a HealthTech growth strategy

Untold's ability to harness deep audience insights, can help innovative businesses to redefine their growth strategies and thrive in complex markets.
Learn more

Reimagining the user experiences that power business aviation

Learn how Untold brought to life an exciting and inspiring Product Vision for the business aviation sector which resulted in acclaim across senior stakeholders, customers and investors leading to a subsequent $200m acquisition deal for the firm.
Learn more

Want to find out more?

Reach out today.

Reach out to us by filling in the form, chatting with one of our experts, or scheduling an introductory call at your convenience to discuss how we can help drive your business forward.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.