Client
Viropay
Crafting Fintech Brand Positioing to make it the right business investment
Release Date:
Stage
Industry:
Service
Defining ICP and Clear Brand Positioning for Market Penetration
Viropay’s primary objective was to identify their ideal customer profile and establish a brand positioning that resonated with both buyers and users.
They needed clarity on who would pay for their software (buyers) and who would actually use it (users), to create targeted messaging that demonstrated clear ROI to buyers and ease-of-use for users.
Lack of Clarity in Target Audience and Value Communication
While Viropay’s product solved the pressing issue of software subscription waste, they struggled to communicate this value to the right audience.
Their team didn’t have a well-defined ICP, buyer persona, or a clear understanding of who would benefit most from their solution.
This lack of clarity led to inefficient marketing and sales efforts, which hindered their ability to scale and retain customers. Without a clear audience, their messaging was ineffective, and their go-to-market (GTM) strategy was not well-formed.
Crafting Targeted Personas and a Differentiated Brand for a Focused GTM
Iaculus began by conducting workshops to identify Viropay’s buyer and user personas. We analyzed which industries and roles had the most need for Viropay’s solution and would derive the most value.
By separating the buyers (typically CFOs or procurement managers looking to cut costs) from the users (team managers and IT departments tasked with managing software subscriptions), we aligned the value propositions for both groups.
We then refined Viropay’s positioning, highlighting their solution as a strategic asset for businesses looking to optimize software expenses and improve operational efficiency.
Through this, we created messaging that spoke directly to the pain points of both personas—giving users easy ways to manage subscriptions, while showing buyers how much they could save.
Our work extended to their GTM strategy, where we mapped out the companies and markets where Viropay would be seen as a "must-have" rather than a "nice-to-have."
Services Provided
Brand positioning
ICP definition
GTM strategy
Customer acquisition strategy
Brand Differentiation
Brand Messaging
Web Experience Strategy
Improved Lead Generation and Customer Retention through Focused Positioning and GTM
Through this brand strategy overhaul, Viropay was able to significantly improve lead generation by targeting the right companies with the right messaging. Furthermore, customer retention improved as their clear value proposition helped retain clients who saw immediate cost-saving benefits from the platform.
By creating targeted acquisition strategies and aligning Viropay’s brand with market needs, we ensured they were positioned for continued growth and market leadership in the fintech SaaS space.
Jerry van der Horst
COO and Co-Founder at Viropay
