Fintech startup “LeanPay”


LeanPay is building a concept for peer-to-peer lending based on an online service targeting a group of young professionals aged between 25 and 45, who are mostly Millennials. The communication strategy we are hired to implement is to lay the foundations, define general direction, and underline means of communication we’re going to rely on, which will, for the most part, come in the form of online channels.


The first step in strategy creation is an in-depth analysis of the market, competition, and examples of industry best practices. SWOT and PEST analysis were added to the list of conclusions, along with the research of financial service users in the target market, which gave us a strong basis for paving the strategic inroads of online communication.
In cooperation with the client, we set strategic goals and public objectives, aligning them with the general approach.
In accordance with these activities, we formulated the style and tone of communication, as well as key messages. Next off, the channels of communication were selected and suggested types of content for publishing fleshed out. A document crafted in this fashion allows all interested parties to gain a comprehensive view of all the possibilities associated with the implementation of digital channels of communication with business operations in the fintech industry. As an integral part of the strategy, the client was provided with the sketch of the CRM process, suggested activations, and recommendations for offline-to-digital spillover. Procedures and methods of solving a potential crisis in communication were determined as well.


This project served as one component of the pitch documentation our client used to apply for investment funds. We are overjoyed to hear SC Ventures decided to allocate money to the Serbian candidate “LeanPay”— fintech app that helps users get instant credit right at the register and settle the purchase in installments.

Feel free to check out the whole project here.