» “Get rich slow”Landon Howell | A blog about startup marketing



“Get rich slow”
Jun 20, 2020

I would *pay* to hear the conversations inside Wealthsimple when the tagline “Get rich slow” was proposed. It’s brilliant for a couple of reasons:

1. The tagline is funny. Fintech brands aren’t, and rarely have the opportunity to be, funny. It’s a surprise to the reader and a key differentiator for Wealthsimple.

2. The tagline also creates a point of positive friction. Users who want to invest a few hundred dollars in the hope of a quick return will definitely think twice about signing up for Wealthsimple. By “encouraging the wrong users *not* to sign up” — my words, not theirs — Wealthsimple increases retention (even in the face of lower acquisition) while lightening future customer service burden. The “wrong customers” are always service-needy and rarely pay for themselves in the time they require from customer service.

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filed under: business, marketing, money


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