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

“You are going to be hearing and seeing a lot more from us in the coming weeks and months. With so many millions of Australians still not even in this category as customers, we’re just getting started. There’s a huge amount of headroom for growth.”

— Dan Monheit, co-founder, Hardhat

“Seeing a banner once might not make you make a decision. But if you feel like you can’t get away and a brand is following you everywhere you go [out of home], that’s when you start to take notice.”

— Rachel Hopping, marketing lead, Superhero

“Digital is big for us, but people are overwhelmed with content on social media. It’s just a constant scroll of the same thing; now every second thing I see is an ad.”

— Rachel Hopping, marketing lead, Superhero

“It’s all about making sure customer experience is as smooth as possible at the start. If you lose someone in onboarding, it’s a lot harder to win them back if they’ve already had that difficult experience with you. After that, it’s all about control and transparency.”

— Rachel Hopping, marketing lead, Superhero

“We’ve got one ‘invest’ tab where you can see different categories of shares, and we use brand logos, which I think is a really important differentiator for the stocks. Instead of seeing a whole bunch of codes and names that you don’t really understand, you see the logos of brands you know and love — Apple, Nike, Spotify, Shopify.”

— Rachel Hopping, marketing lead, Superhero

“You are going to be hearing and seeing a lot more from us in the coming weeks and months. With so many millions of Australians still not even in this category as customers, we’re just getting started. There’s a huge amount of headroom for growth.”

— Dan Monheit, co-founder, Hardhat

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