forma / Fintech
A clearer future for business finance.
From another finance app to the operating partner for independent businesses.
- CLIENT
- forma
- INDUSTRY
- Fintech
- YEAR
- 2026
- SERVICES
- Positioning & Messaging
formaConcept case study · Fictional client and illustrative outcomes. Photography illustrates the creative process.
01 / THE CHALLENGE
The question
behind the brief.
Forma had built a capable finance platform, but its story was a list of features shared by every competitor. Prospects understood the tools without understanding why they should switch.
02 / THE STRATEGIC INSIGHT
A different way
to see the business.
The opportunity was not faster banking. It was helping independent business owners feel in control of the week ahead. Customer conversations revealed that confidence, not convenience, was the valuable outcome.
03 / THE APPROACH
From insight
to intention.
We narrowed the audience to owner-operated service businesses and repositioned Forma around a simple idea: your business, in better balance.
04 / THE EXECUTION
The thinking,
made tangible.
A new positioning platform shaped the website, onboarding sequence, sales deck, and launch campaign. We replaced feature-led headlines with concrete buying situations and introduced proof at each decision point.
05 / THE IMPACT
+42% demo conversion
In this illustrative scenario, qualified demo conversion rose 42% over the following quarter. The measurement compares equivalent landing-page cohorts; traffic mix and seasonality remain possible contributors.
Maya gave us the words for what our product had been trying to say. The entire team finally had one story to tell.
THE SERVICES BEHIND THE WORK
01Positioning
Give the right people a reason to choose you.
Buyers put you in a category where every alternative looks interchangeable.
The work
Find the buying situation you can own, pressure-test alternatives, and articulate a defensible difference.
What you leave with
Competitive landscape; ideal customer profile; positioning statement; proof hierarchy
The outcome
A specific place in the market your team can explain and defend.
3–4 week positioning sprint
Let’s talk about positioning↗02Messaging
Say less. Mean more.
Your homepage lists features, but prospects still ask what you actually do.
The work
Translate customer language into a memorable narrative, then test it in the moments that matter.
What you leave with
Messaging framework; homepage narrative; voice guide; sales talk track
The outcome
A consistent story that makes your value easier to understand.
3–5 week messaging engagement
Let’s talk about messaging↗