Atlas
Veridian Finance
Overview
Veridian launched with strong technology and a Series A but no coherent narrative for why a 26-year-old should trust them with money. We ran a full positioning sprint, renamed the flagship product Atlas, and developed the communications architecture across product, marketing, and investor relations.
The Challenge
The fintech space rewards the brands that make complexity feel simple. Veridian's existing communications leaned heavily on jargon and feature lists — language that spoke to regulators, not to their actual users. They needed a voice that was honest, grounded, and genuinely useful.
The Approach
We ran three weeks of user interviews with first-time investors aged 22–34. Their language, fears, and goals became the brief. We repositioned Atlas as "investing that starts where you are" — accessible without being condescending. We then built a full messaging framework and applied it across the app onboarding, marketing site, social channels, and pitch deck.
Gallery
The Outcome
App store rating improved from 3.2 to 4.7 within four months of the relaunch. Onboarding completion rate increased from 38% to 74%. Veridian closed their Series B at £24M six months after launch.
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