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Case Study: Profile

How we helped RateSetter build its brand and position P2P lending as an asset class

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Problem

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. 

Solution

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.   

Results

  • Increase in web traffic and investment inflow following coverage in broadsheet media
  • Prominence in major media channels
  • Stronger relationships with business media and commentators by providing informed commentary and strong positions on issues
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A consumer success

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. 

Challenge: Attracting bigger investors

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. 

A meaningful presence

"RateSetter partnered with BlueChip when we were seeking an agency to help us target sophisticated investors and become a voice on industry issues.  At the time peer-to-peer investing was relatively unknown and BlueChip gave us a meaningful presence in financial and personal finance pages, positioning P2P lending as a mainstream asset class and compelling alternative to low yield term deposits and savings accounts.

During the years we worked with BlueChip they achieved frequent, high-quality coverage on the topics and issues they campaigned.  Coverage almost always featured our spokesperson and we dominated large feature pieces. We saw a visible uplift in web traffic and investment inflow following coverage in broadsheet media. Other highlights included case study placement in target media such as the Sydney Morning Herald as well as interviews on the evening bulletin for Seven News. 

Working with BlueChip we also built relationships with key commentators on issues including the Banking Royal Commission, The Productivity Commission and Comprehensive Credit Review, resulting in extensive coverage in the Australian Financial Review and The Australian as well as a strong voice in the financial trade media.”

- Ben Milsom, Chief Commercial Officer at RateSetter Australia

Getting known and respected

We created a multi-approach strategy to getting RateSetter known, respected and regularly engaging with the business media audience. The strategy included:  

 

  • Creating an entry point to the business media by using strong narratives around industry issues such as the Comprehensive Credit Review and The Royal Commission.  
  • Establishing RateSetter as a go-to commentator for journalists by creating useful insight from  RateSetter’s own data and analysis 
  • Developing educational content with a consumer-centric approach to solving their problems. One such example was quantifying and communicating the cost of bank margins to borrowers and investors, to demonstrate clearly the benefits of removing the banks. 
  • Creating and communicating a series of milestones relevant to investor audiences. 

Key stats

594

pieces of proactive media coverage in just one year

50%

coverage dominated by RateSetter

25%

increase in coverage year-on-year

In profiling RateSetter we created a bespoke media strategy and program to help them become prominent in P2P investing, while helping them build stronger relationships with investor audiences and media outlets

 

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