ALTRUIST
CASE STUDY
Client: Altruist is a fintech startup that provides custodian services through a fully unified digital platform to RIAs (Registered Investment Advisors).
Problem: Still in its startup phase, Altruist was competing against legacy custodians like Charles Schwab and Pershing. If Altruist wanted to accelerate its growth trend, they needed to convince RIAs that when it comes to a custodian, bigger doesn’t mean better, or safer.
Solution: I was brought in as a creative consultant to provide copywriting, brand strategy, and campaign planning on an ongoing monthly retainer. Refining their existing tone of voice, I produced messaging that was confident yet casual, while still maintaining an appropriate level of professionalism for B2B fintech.
Positioning Altruist as the future-proof, customer-first option, in direct contrast to their more buttoned-up competition, I spoke to breakaway advisors in a way that felt more person to person, while constantly searching for opportunities to create a more seamless bridge to Altruist’s sales team.
Over the course of my involvement, I created and wrote full-funnel campaigns featuring paid ads, landing pages, email sequences, one-pagers, and more, resulting in a 6% increase in Altruist clientele during Q3 of 2024.
PHASE 1: ALTRUIST CASH
Altruist Cash was a compelling new feature with datapoints—such as an APY that was 11x the national average—that didn’t need to be overdressed. I consulted on which numbers to prioritize and how to feature them, using confident, hard-hitting language that positioned Altruist Cash as the leading option for automated client cash management.
*DISCLAIMER: Due to a change in market conditions, the APY was later reduced from 5.10% to 4.30%, hence the difference on the landing page.
PAID SOCIAL
LANDING PAGE
PHASE 2: BREAKAWAY ADVISORS
To address breakaway hesitancy in choosing Altruist, I asked two questions: 1. “Why are breakaway advisors breaking away in the first place?” 2. “If they’re still in the consideration phase, what’s holding them back?” After some more research, we launched a successful paid ad campaign and a refreshed landing page that focused on resonating with breakaways on an emotional level.
PAID SOCIAL
PHASE 3: FIXED INCOME LAUNCH
Altruist had shown advisors they had a lot to offer, but they were still missing one key feature: fixed income trading. Throughout the greater RIA landscape, it was common for firms to be accessing fixed income trading through outdated tools. For the launch of Altruist’s digital fixed income integration, I wrote a series of launch and beta emails, as well as a landing page, using straight-to-the-point copy to emphasize this product as the modern, streamlined version of fixed income trading.
