CHALLENGE: When UK-based disruptive Peer-to-Peer (P2P) lender RateSetter planned to enter the Australian market as the first P2P lending platform available to all Australians, they turned to Sefiani. Our brief was to launch RateSetter in a new market with limited awareness and understanding of P2P lending among consumers and the media.
STRATEGY: Sefiani developed a targeted approach to educate and attract potential lenders (Australians with bank deposits earning low interest) and borrowers, in addition to building credibility and understanding among financial media and influencers.
IMPACT: By positioning RateSetter’s CEO as a thought leader and P2P “go to” spokesperson, we facilitated positive media and influencer relationships and achieved frequent, high-quality coverage with strong key message penetration across major business and personal finance print and broadcast media. Our launch activity resulted in a 900% increase in website registrations by lenders and borrowers.