RateSetter had been successful in attracting consumers keen on powering up their personal finance with loans, but they were largely unknown to investors and investment media.
To ensure rates remained competitive and attractive, and to secure funds for a growing number of borrowers, RateSetter needed to reach investors, and position the investment opportunity.
To reach investors we established RateSetter as a thought leader and investment expert in the right business media.
We created and deployed a comprehensive program of media activity, investor insight and educational content. This played to the news agenda of the day, and profiled RateSetter as a strong investment proposition with an attractive yield.
RateSetter was one of the first peer-to-peer lenders to launch into the Australian market and is one of the largest. It believes in better value for everyone - investors and borrowers alike.
Through its technology-led lending and investment platform, it connects those who have money to invest with those who want to borrow it, without the need for third parties. It’s simple interface and engaging brand voice has opened up consumer investment, with over 10,000 retail investors using the platform to lend and borrow.
With its low rates, RateSetter’s personal loans were proving very attractive to borrowers. Almost too popular. RateSetter had to find more investors with larger amounts to invest to feed the appetite of personal loan customers.
RateSetter had been successful in attracting personal loan clients as this is a rate-sensitive product but investors were not as familiar with the name or the asset class. RateSetter had to make its investment proposition known to this broader market, and in the process engage with audiences outside the mainstream personal finance media.
In response, we developed a program of media activity that would establish the category of peer-to-peer investing as a mainstream asset class and as a safe alternative to savings accounts with better returns.
We created a multi-approach strategy to getting RateSetter known, respected and regularly engaging with the business media audience. The strategy included: