Humanizing Fintech – Building a Content Strategy That Shifts Behavior & Generates leads
–Client: Fintech/AI-Debt Management Platform.
–Engagement Type: Strategy, Content Direction, Campaign Concepting
⭐This was a proactive campaign concept I created to model how a debt-collection startup in the region could position itself & generate leads⭐
The examples you see here are just a sample of the larger vision I’ve developed for this sector!
The Opportunity
Debt collection platforms often come across as cold, punitive, or overly technical. I wanted to show how a regional startup could differentiate itself—not just with AI—but with a message that reframes repayment as responsible, empowering, and even community-driven.
What I Created For Businesses (B2B Strategy)
- Mapped out key verticals: hospitals, auto dealers, insurers, and associations. And defined key B2B verticals with pain-point alignment:
- Hospitals & dental clinics (payment reminders & pre-emptive automation)
- Insurance companies & associations (annual dues & cash flow management)
- Retailers & auto dealers (installment-focused debt tracking)
- Proposed awareness and private email/LinkedIn campaigns tailored to each
- Created messaging that aligned the platform’s features with business pain points: Positive customer relationships, Reduced friction in follow-ups, Better recovery rates
What I Created For For End Users (B2C Strategy)
- Created a narrative framework around “responsible debt” (inspired by Airbnb’s “responsible hosting”)
- Wrote microcopy samples for WhatsApp notifications, email reminders, and onboarding flows
- Introduced gamification concepts for repayment milestones
- Outlined educational content formats: mini-challenges, budgeting tools, personal stories
Campaign Highlights (Conceptual)
📊 “We’re here for you, not against you” tone positioning across all copy
📊 WhatsApp copy modeled on Duolingo’s friendly engagement tone
📊 Emotion-first email content: not just “pay now,” but “you’re in control”
📊 Community and story-driven micro-content to reframe debt
📊 Segmentation by business type + revenue model to tailor messaging and upsell platform services
Building Messaging for Behavior Change?
If your audience needs re-education before they convert-I’ll help you shape the strategy and the story that makes it work.
📩 Reach out: info@ytcopywriter.com