Driving Market Growth Through a New Data-Driven Value Proposition

We led a prominent Fintech in co-creating a value proposition and activation strategies based on new client personas and market-tested messaging.


Our client believed there was an opportunity to redefine a buyer segment and design messaging for them to create a more human-centered and compelling buying experience.


We conducted customer and subject matter expert interviews, validated marketing messaging, co-created a value proposition, and made the work tangible to activate cross-functionally.

Moments that Matter

Our client operates in a very competitive market. Understanding the competitive landscape and the pain points clients experience in their buying experienece was critical. We examined five competitors and their positioning, interviewed leaders in their customer target market, and analyzed data from 500 survey responses. Through this qualitative and quantitative research, we identified five key client needs that would birth a new value proposition. Some of the insights we gathered around value proposition options were:

  • Respondents' emotional response
  • Respondents' most likely next actions
  • Respondents' likes, dislikes, and points of confusion
  • Respondents' consideration of relevance

Sales Collateral Testing

"Rêve helped us challenge long-standing assumptions and think cross-functionally about how to improve our products, services, and processes. They planted the seeds and facilitated our path to becoming relentlessly and unapologetically customer-centric in all that we do. The impact of our work together did not end when the engagement concluded – it continues to shape our company goals and initiatives for the years ahead."
Sr. Director, Product Marketing and Sales Enablement


In the 19-week engagement, we were able to validate this new B2B employer segment as an untapped market opportunity for our client. We defined the value and benefits of our client’s product and service using three target buyer personas. To ensure that the messaging would resonate, we then tested marketing messaging with 500 participants and created a go-to-market strategy with the finalized messaging. Our client and their marketing team feel confident and ready to lead organizational change and implement data-driven messaging across functions like sales strategy, content, data collection, imagery, acquisition strategy, events, and more.

Value Proposition Messaging Deck

Key Deliverables

Competitive Analysis | Current State Journey Map | Go-To-Market Plan | Implementation Roadmap | Personas | Socialization Deck + Executive Report | Workshop Facilitation | Value Proposition