Category Personal Finance – Butterfly Consumer Solutions

Category-Personal Finance

Decode the relevance of “Debt” as an instrument in the entire investment portfolios with
new age consumers and test the concepts to build engagement on their debt investment.

The Challenge

Our objective was to dimensionalize the words “Debt” and “Wealth” in context to portfolio planning for millennials & Genz . The challenge was to decipher the fears or unconscious bias people have to invest in the category of debt instruments and how can we make it lucrative for them.

The Approach

The consumer listening sessions across the first-time jobbers, middle aged and older generations followed to understand how investment is dimensionalized in context to their upbringing, exposure and in new financial ecosystem. Few institutional investors were also spoken with to understand how debt worked with larger players.

The Impact

We recommended to name the category differently since debt per se has negative connotations along with having a brand archetype that instead of being serious, could connect with their audience in more fun and simpler ways. The concepts of gamification & recommendations were tested to build traction on their platform.