Acumen partnered with a digital payments pioneer losing relevance among younger users, conducting comprehensive research that revealed fragmented branding and experience gaps. Through in-depth research, we surfaced fragmented branding and experience gaps, and developed recommendations toward a more unified brand direction to support their next phase of growth in Philippine fintech.
As one of the first movers in digital payments, they built strong brand equity in remittance. Over time, however, perceptions shifted. Among younger, mobile-first users, the brand was increasingly seen as dated and limited. With competitors offering smoother, more integrated experiences and winning new users, they knew change was necessary but needed clearer insight into where the real issues were and what to prioritize next.
Acumen partnered to develop strategic insights and recommendations by:
The work provided the client with a clearer, evidence-based view of its brand challenges and opportunities. Our insights and recommendations outlined a path toward a more unified brand strategy.
We truly appreciate the thought leadership that Acumen provided on brand strategy, customer understanding, and go-to-market. We value the team’s convictions that balanced customer-centricity and business impact considerations.
Chief Marketing Officer and Managing Director for Consumer Business
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