Market Challenge & Innovation

For a D2C personal finance app competing in a crowded fintech space, Origin needed to differentiate itself from established players like Mint while educating users on their comprehensive platform capabilities. With personal finance apps becoming commoditized, Origin required fresh positioning that highlighted their unique features and all-in-one approach to financial management.

Strategic Approach

Rather than leading with generic finance messaging, I developed targeted ad copy that positioned Origin as the superior Mint alternative while spotlighting specific differentiators. Weekly ad campaigns highlighted distinctive features like their Sankey diagram for money flow visualization, AI-powered budget building, and couples financial management tools. Copy emphasized Origin's comprehensive approach—tracking, budgeting, and investing in one platform—using accessible language that made complex financial concepts feel approachable. Through bi-weekly open concept decks, I provided the creative team with strategic headline copy and campaign concepts that balanced educational content with compelling calls to action.

Business Impact

Delivered weekly ad copy focusing on feature-specific positioning and competitive differentiation. Created bi-weekly strategic creative presentations for internal Origin teams, providing headline concepts and campaign direction. Developed messaging frameworks that showcased Origin's unique value propositions, from AI budgeting tools to comprehensive financial tracking, helping establish clearer market positioning against established competitors.