Handl was an early-stage fintech when I began working with the team. Like many businesses at inception, there was a lack of clarity around what the brand stood for, who it was for, and how it should go to market.
The founding team brought me in to cut through that early-stage noise and prevent misalignment from forming as the business moved from concept to market.
I was engaged to lead Brand Strategy and Go-To-Market. The work included conducting customer interviews and market research, defining the target audience and brand position, shaping the product portfolio, developing pricing logic, and structuring product marketing and sales enablement.
The outcome was a clear strategic foundation and go-to-market framework. A single source of truth to guide positioning, messaging, and early customer acquisition.
The impact included:
- A clear, defensible position in the market
- Greater clarity and confidence in direction across the founding team
- Reduced ambiguity in decision-making during early-stage execution
- Consistent messaging and feel across sales, product, and marketing
- Allowing the founders to focus on building the business rather than constantly reworking the brand
- Clear positioning and narratives that supported early customer conversations
- Successful acquisition of Handl’s first customers
With a clear brand foundation and aligned go-to-market architecture, Handl moved from concept to traction in a short space of time.
