Weavr: brand voice, brand messaging, content creation
How we partnered with embedded finance scaleup Weavr to attract sales opportunities and build brand reputation
Industry
Embedded finance, fintech
Content type
Brand voice, brand messaging, content creation
Results
Significant growth over 3 years including $40m Series A funding round
Partnering with Weavr since 2020
Weavr is at the leading edge of a new frontier of finance and technology: embedded finance. Working with non-financial companies and platforms, Weavr offers a way for them to embed, or weave, financial products into their offering without becoming fintechs themselves.
We started working with Weavr at the end of 2020, when the company was still in its early startup stage. Initially we were brought on to help the team establish blogging as a marketing channel.
Since then, Weavr has received $40m Series A funding, and continues to work with us to create regular articles, brand voice guidelines and key publications like whitepapers.
“Not only have the team shown us they’re very competent and skilled in content. They’ve shown us they’re marketers. And they happen to write brilliantly too.”
– Adam Harrison, VP of Marketing, Weavr
Defining Weavr’s guide to embedded finance
One of the key publications we worked on with Weavr was a buyer’s guide, designed to:
- Generate marketing and sales qualified leads
- Demystify a buying process the industry is tight-lipped about
- Enable Weavr to stand out as an authority in their field
Embedded finance (EF) is a notoriously complex field that often raises confusion among buyers. Weavr needed to show they were one of the only companies being clear and transparent on the subject.
RH&Co were brought in to help define the angle and the scope of a buyer’s guide.
“We don’t just go to RH&Co for content advice, we go for positioning advice as well,” says Adam Harrison, Weavr’s VP of Marketing. “Not only have the team shown us they’re very competent and skilled in content. They’ve shown us they’re marketers. And they happen to write brilliantly too.”
What made the guide a challenge?
There was no template we could follow for this guide. No other brand had written an effective buyer’s guide to embedded finance before – and for good reason. It’s incredibly complex, with the key concepts behind it interpreted differently by different experts in the space.
As we had done many times before, we worked closely with George Baily, Weavr’s Product Marketing Lead, to break in on this new ground.
“RH&Co are smart, strategic marketing partners with the intellect to challenge experienced marketing professionals,” says George.
“In our context as a relatively early stage company, their original approach has helped us accelerate the development of our brand and marketing and reach a more mature and high quality state faster than we could have done by ourselves.”
“RH&Co are smart, strategic marketing partners with the intellect to challenge experienced marketing professionals.”
– George Baily, Product Marketing Lead, Weavr
Guide results – as of November 2023:
New companies downloading guide: 138
New valid sales opportunities: 20
Weavr attracted a large number of visitors to their embedded finance buyer’s guide and, although such a niche search term doesn’t generate a tonne of traffic, the publication now ranks in top position for “embedded finance buyer’s guide”.
So far, after pushing the guide on email and social networks, including putting some ad spend behind it, 138 new companies have downloaded the report, with around 20 going on to be valid sales opportunities.
A partnership that’s unlikely to end soon
The guide isn’t the only thing that’s delivered results for Weavr. After three years of working together, and many milestones behind us, Weavr are in no hurry to move on from working with RH&Co.
“There’s usually always so much work to do, working with agencies, whereas RH&Co get it, and they get it fast,” says Adam. “They’re also adaptable, suggesting different ways of working and sensing what we need before we ask. Essentially, they’re not taking orders, they’re consulting for us.”
