Venture: Cignifi
Cignifi meets the needs of the underserved who lack credit history by using their mobile call history to assess credit risk.
Expert: Kirstin Hornby
VP Marketing at Rakuten
• Head of Marketing, Polyvore
• Head of Marketing, Gap
Cignifi partnered with a leading marketing executive to create a go-to-market strategy for a new market
As Cignifi was launching a pilot with AT&T in Mexico City, Cignifi’s top priority was creating a customer acquisition program that could also be used as a framework for commercial roll-outs with other mobile phone operators. Cignifi partnered with Rippleworks to create a go-to-market strategy for a new smartphone loan product in Mexico while instilling best practices for future product launches in new markets.
We got to work with Kirstin, who is an amazingly talented marketing professional. She helped our team in Mexico think through the customer journey and understand the challenges in taking a new consumer credit product to market.
All in all, it was a transformational experience.
—Cignifi CEO Jonathan Hakim
Cignifi teamed with Rippleworks Expert Kirstin Hornby, who has directed go-to-market strategies as a senior marketing executive of companies such as Rakuten, Polyvore, and Gap. Together, they:
• Gathered and synthesized user insights on attitudes towards loans and phones through surveys and in-depth interviews
• Finalized voice and visual identity of the new brand based off established value proposition
• Created a holistic customer experience from Cignifi credit scoring to post-application communication
• Developed key messages to target potential customers and move them from product awareness to purchase
• Designed pilot and full launch plans to operationalize channels and messages
• Created a cost model to track costs per acquisition
• Designed KPI framework to track and optimize conversion
View More Projects
Nexleaf
Operations
Learn More
dr.consulta
Technology
Learn More
Tienda Pago
Marketing & Sales
Learn More
