Revitalizing a FinTech Industry Pioneer
A pioneer in digital lending since the inception of the industry, eOriginal guarantees trusted transactions of digital financial assets. As the FinTech space was growing rapidly, the company struggled to tell their story clearly, due in part to the many different audiences they engaged from originators to warehouse lenders to the secondary market and in sectors like auto finance, mortgage, and equipment leasing. Following an investment by the private equity firm, LLR Partners, eOriginal expanded its senior leadership team and aimed to reposition the business, reinvent their brand and more deliberately go to market.
Based on our research, we shifted the company’s positioning from taking lending digital, to bringing trust into the digital lending process, culminating in the tagline ‘Trust the Asset. Trust the Transaction.’
We have a complex ecosystem of customers with very different needs and perspectives, but Sustena’s focused process was able to convey our value in a consistent way that was compelling for each of our audiences.”Brian MadocksCEO, eOriginal
The prevailing challenge of digital lending was the lack of trust in working with the assets for secured loans, ensuring they were not duplicated or altered and remained complaint and legally enforceable.
We positioned eOriginal around their ability to create and manage the authoritative copy or a ‘Digital Original’, a digital document with all the legal rights of a paper contract but with the speed, efficiency and convenience of a digital process.
eOriginal faced a complex ecosystem of audiences and stakeholders, each with a different need and perspective.
In addition to a compelling set of core messages, we provided the eOriginal team with training and a Targeted Messaging Framework to adapt the core messages to the needs of their audience, giving them both flexibility and consistency in their communications.
Many target audiences were unaware of the need for a solution like eOriginal’s and didn’t fully understand the risks of being out of compliance.
We developed a compelling campaign and thought leadership, questioning the processes and technology others had in place to ensure they could identify and defend in court the digital assets securing their loan, pointing to the need for eOriginal.