As a startup, Financial Finesse had no track record. An online financial services company offering specialized financial advice specifically for women, Financial Finesse needed to establish itself as a credible player in the financial services field while offering a different story to tell.
In addition to highlighting the organizational founder’s financial pedigree, LCI decided on a strategy of reaching women where they get their information – women’s publications and media outlets geared specifically to women. LCI also promoted the special needs that women have – for instance, many women were not prepared for retirement and when their husbands died, found themselves in a position of not being able to handle their finances. We brought education to the forefront and used seasonal approaches (such as Mother’s day – promoting “give Mom financial independence instead of flowers”) to advance the company’s awareness. LCI also staged the first media tour to New York with the organization’s founder, which resulted in top tier media hits.
LCI achieved broad national, regional and market-by-market coverage for the company, including: BusinessWeek, Access, Denver Post, Sun-Sentinel, Orange County Register, San Jose Mercury News and more. Financial Finesse increased its customer base by double digit percentages.