Digital fatigue: Fintech Superhero burns start-up playbook by swerving social, piling into out of home, TV for rapid scale and embracing media wastage as good

  • Australian fintech start-up Superhero smashed first year growth targets within three weeks.
  • It went hard on out of home and TV in a bid to gain trust — it’s asking people to trade hard earned cash or manage superannuation funds — and rapidly gain scale.
  • The firm, launched by Booktopia’s former CTO Wayne Baskin and stockbroker and Zip advisor John Winters, this week confirmed a further $15m funding ahead of a planned IPO.
  • Marketing lead Rachel Hopping and agency partner Hardhat’s Dan Monheit say there is a tonne of growth to come — and the platform is putting brands at the forefront of retail investing while applying e-commerce UX to bring stock trading to the masses.

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We’re an independent creative agency helping brands capitalise on the why, when, where, what and how of human behaviour.

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