WealthSimple: How to resonate with your target audience

Updated: Apr 14


Have you ever wondered what makes a successful fintech marketing strategy? In our "How they did it" series, we look at how some of the most successful and exciting fintechs in the world have approached marketing in their early days. Here's the go-to-market story of one of Canada's leading investment management fintechs, Wealthsimple.

Wealthsimple Money Diaries Magazine
Image source: Wealthsimple
Wealthsimple provides a whole new perspective on finance with their 'Money Diaries' series. Featuring unique money stories of well-known celebrities as well as ordinary individuals, the series aim to build a deeper emotional connection with the audience.

Create a brand image and voice that resonate with your target audience

Similar to the majority of fintech challengers out there, Wealthsimple have shaped their marketing and branding around the concept of ‘human’; "trying to build the most human financial services company in the world".

The first step in Wealthsimple’s marketing strategy was to form a content team of 10 full-time employees and appoint former GQ editorial director Devin Friedman as the team’s head. Besides experienced creative and editorial staff, the team also included a couple of professional ex-Wieden+Kennedy designers. By bringing in professional creative and design talent in-house, the company was seeking to add a human touch to their customers’ experience with their brand and differentiate among competitors. Its key objective was to create engaging, people-oriented and highly narrative content with powerful visuals, and essentially build a lifestyle brand around financial services that is resonating with the mass millennials market.

Nowadays, the industry is saturated by ‘tips and tricks’ and ‘five things you need to know about’ type of content, so people are looking for more solid, in-depth pieces of real-life examples and use cases of things that worked and things that didn’t. Following this trend, Wealthsimple focused on producing targeted and edgy editorials that have little to do with its technology, but more with its targeted audience, and go way beyon