Developing a breakthrough approach for an embedded finance solution
How we made it happen:
- Developed audience personas
- Conducted competitive research
- Formulated new digital-first strategy
Services executed:
- Naming
- Logo
- Branding
- MVP Web Design to get to market quickly before Money20/20 event
Key insights
In order to compete successfully online, Fifth Third Bank needed to showcase its embedded finance capabilities outside of its traditional, bank-like domain.
Our research determined it was essential for Fifth Third Bank to position this offering as a standalone entity to demonstrate their dedication to a niche target audience — the optimal strategy to generate leads for the bank in this highly profitable space.
The situation
As the world of classic banking converges with the disruptive force of fintech, developing an impactful approach is vital. For those who have yet to adopt a fresh strategy, a conventional approach sticks out, and not in a good way. Decision-makers are drawn to organizations that speak their language — agile, innovative, and captivating.
For companies like Fifth Third Bank, the challenge was clear: How do you blend the trust and reliability of established banking with the sleek, innovative appeal of fintech competitors?
The challenge
With the rise of app-centric companies like Uber and Grubhub, the demand for seamless embedded finance solutions has never been greater. However, these tech-savvy players often view traditional banks as outdated, lacking the cutting-edge approach of fintech startups. On the other hand, pure fintech firms can fall short in banking expertise and scalability.
Pathfinders’ mission? To bring the story of Fifth Third Bank’s embedded finance solution to life in a way that resonates with the new generation of tech innovators.
Our approach
In-Depth Research
Our team conducted an extensive study of the embedded finance sector, analyzing over 85 competitors and engaging with stakeholders through interviews and surveys. The comprehensive audit focused in-depth on 15 key players.
Foundation Building
Naming: We brainstormed over 30 potential names, narrowing it down to 5 top candidates. Each name was vetted for trademark and domain availability.
Visual Identity: The brand’s visual language, from the logo to the color palette, was created with over 17 logo concepts and five distinct brand looks. We balanced elements of Fifth Third Bank’s existing brand DNA with fresh, tech-forward designs.
Digital-First Strategy: Recognizing our tech-savvy audience, we created a website and digital assets with a unique illustration style and a tech-focused aesthetic. We elevated the online presence from a simple page on a website to a robust digital ecosystem, complete with case studies, code repositories, and more.
Featured work
See examples of our partnerships come to life
through our case studies.
