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Case Study: Sharebuilder (acquired by ING)

Challenge

Financial services start-up struggles to convert technology for online investment into compelling product.

  • Product value proposition self-limiting, benefit story overly complex.
  • Limited customer appeal and perceived value among target audiences.
  • Venture investors growing restless.

Solution

Re-imagining of business proposition, creating new segment in online investor category.

  • Product reformulation to highlight ease of use and facilitate dollar cost averaging for “Main Street” investors.
  • Redefinition of target audience: from tech-savvy day-traders to broader segment of novice investors looking to invest safely and easily.
  • Repositioning product and messaging architecture to highlight new value proposition and align product benefits to mass consumer audience.

Results

Company launched successfully and grew rapidly, bolstering venture investor confidence and insuring continued funding.

  • Unique, defensible market position and a loyal subscription base of more than 2.1 million.
  • Revenue growth in excess of 850% over past five years.
  • Company sold to #3 financial services firm in 2007.