As a Chief Marketing Officer, you know the importance of delivering not just a product, but a brand experience that truly resonates with your target audience and drives market growth. In the highly competitive fintech space, success demands more than functionality—it requires innovation, a distinct value proposition, and a deep connection with the customer journey.
When Exinity first launched their mass-market investing app, Exinity World, it became evident that a new approach was needed to achieve these goals. The initial product struggled to establish a compelling brand identity and fully engage users. Despite significant investment, the app didn’t stand out in the crowded fintech market, prompting a strategic reassessment.
As a CMO, this scenario is all too familiar. You know that without a strong brand and a clear marketing strategy, even the most well-built product can falter. You need a partner who not only understands the technical side but also appreciates the importance of brand positioning, customer engagement, and go-to-market strategy.
Exinity recognized that to turn their vision into reality, they needed more than a product development team—they needed a partner who could integrate marketing insights into the very fabric of the product. Bettor Faster was brought in not just to build an app, but to create a platform that would captivate the market from the very first touchpoint.
From our initial discussions, it was clear that our approach needed to align closely with Exinity’s marketing goals. We focused on understanding the market landscape, the competitive positioning, and the specific needs of Exinity’s target audience in the UAE. Our goal was to ensure that every aspect of the product—from the user experience to the brand messaging—would drive engagement and foster brand loyalty.
One of the critical insights we brought to the table was the need to pivot from simply developing an app to creating a brand experience that could disrupt the market. The initial failure of Exinity World was partly due to a lack of differentiation and a clear value proposition. We needed to create something that would not only function well but also capture the imagination of users and stand out in a competitive space.
Our strategy centered around the idea of thematic trading, which led to the creation of “Nemo” (Never Miss Out)—a brand that embodies innovation and accessibility in the world of investing. We didn’t just design an app; we crafted a narrative that would appeal to a wide audience, particularly in the UAE, where there was a growing appetite for user-friendly investment platforms.
Brand-Centric Development
We integrated branding into the product development process, ensuring that the Nemo brand was reflected in every user interaction
Innovative Features with Marketing Appeal
We focused on developing features that would not only serve users but also provide compelling marketing hooks—such as “Nemes,” thematic collections of stocks that offered unique investment opportunities
Speed to Market with Brand Integrity
We balanced the need to launch quickly with maintaining brand integrity, ensuring that every release contributed positively to Nemo’s brand perception
With the brand vision in place, we moved quickly to execute the strategy. One of the early challenges was ensuring that the Nemo app would resonate with users and stand out in the crowded fintech space. This required a close collaboration between product development and marketing—a partnership that ensured that the product was both technically sound and market-ready.
We launched a content-only progressive web app (PWA) to test the thematic trading concept before the full trading functionality was ready. This allowed us to start building the Nemo brand in the market while continuing to develop the technical aspects of the app. The PWA showcased the innovative “Nemes” concept, offering users a taste of what was to come and generating early interest and engagement.
For you as a CMO, this approach means that marketing isn’t an afterthought—it’s embedded in the product development process. By launching early with a strong brand message, we were able to start building momentum and capturing user interest long before the full product was available.
The results of our integrated approach were evident in both the product metrics and the market response. By focusing on brand differentiation and user engagement, we were able to achieve significant improvements across key performance indicators:
Onboarding Funnel Conversion
improvement
Increased from 1.53% to 14.5%
Lite to Full Registration Conversion
increase
Grew from 17.5% to 46.5%
Full Registration to Deposit Conversion
improvement
Soared from 0.302% to 4.97%
These metrics highlight the success of Nemo not just as a product, but as a brand that resonated with users. The innovative features we developed—such as AI-driven price change explanations and the Nemo AI chatbot—provided compelling marketing stories that drove user engagement and helped position Nemo as a market leader.
Throughout the project, we worked closely with Exinity’s marketing team to ensure that every aspect of the product was aligned with the broader marketing strategy. We didn’t just deliver a product; we created a brand experience that Exinity could build on, with a clear value proposition and a strong market presence.
For a CMO, this kind of partnership is invaluable. It means having a product that’s designed with marketing in mind from day one, ensuring that when it’s time to go to market, you have a compelling story to tell and a product that lives up to the brand promise. It’s about creating a seamless connection between product development and marketing, so that every user touchpoint reinforces the brand and drives engagement.
From our experience with Nemo, several key takeaways emerged that can help guide future marketing-driven product initiatives:
Embed Marketing in Product Development
Ensure that branding and marketing considerations are integrated into the product development process from the start
Create Market-Ready Features
Develop product features that not only serve users but also offer compelling marketing hooks that can drive engagement and differentiation
Launch with a Strong Brand Narrative
Focus on building a brand narrative that resonates with your target audience, even before the full product is ready
Collaborate Closely with Product Teams
Foster a strong partnership between marketing and product development teams to ensure alignment and a unified approach to market success
At Bettor Faster, we are committed to driving strategic success for our clients through innovative, impactful projects. The Nemo app is a prime example of how a trusted partnership, combined with cutting-edge product design and execution, can transform a business challenge into a market-leading success.
If your organization is facing a similar strategic challenge or is ready to innovate in a competitive market, we invite you to discuss how we can help you achieve your vision. Let’s turn your next big challenge into a strategic victory.
