AI-Enabled Fintech

Client: Thrivory, an early-stage, disruptive AI-enabled Fintech startup (A Redesign Health Portfolio Company) - focused on transforming specific financial processes within the healthcare sector using artificial intelligence.

The Situation:

Thrivory faced several interconnected challenges impacting its growth trajectory:

1. Narrative & Vision Alignment: The existing strategic narrative required refinement to resonate effectively with the market, better highlight AI-driven outcomes, and ensure alignment with the founders' core vision.

2. Initial Sales Hurdles: The company experienced difficulty generating initial sales traction, indicating a need to optimize the connection between the product/message and market needs or refine the sales approach.

3. Go-to-Market Ambiguity: Clarity was needed regarding the primary target audience – whether the optimal path was selling directly to physicians/clinics or focusing on channel partners like medical billing companies.

4. Underdeveloped Digital Presence: The initial digital strategy lacked focus, failing to drive meaningful engagement or effectively build brand awareness online. Efforts were needed to better target relevant audiences and showcase value.

5. Internal & External Resource Gaps: The internal marketing team, while experienced in traditional healthcare, needed support with AI/Fintech platform marketing and digital strategy execution. An external agency previously engaged had also not yet found an effective approach.

   
   

Approach & Solution:

Engaged during this key phase, we focused on bringing clarity, validating assumptions, building foundational tools, and driving targeted engagement:

1. Strategic Narrative Redevelopment: Led the creation of a new narrative through close collaboration with stakeholders, ensuring vision alignment while emphasizing quantifiable, AI-driven business outcomes.

2. GTM Strategy Focused on Validation: Prioritized clarifying the Go-to-Market approach, centering the strategy on rapidly validating buyer behavior and value propositions through direct interaction.

3. Targeted Digital Strategy Execution: Addressed gaps by developing and executing a focused digital strategy:

   • Refined audience targeting using ICP (Ideal Customer Profile) and contact-based approaches.

   • Launched high-value content, including a "How It Works" page and relevant blog posts, to educate prospects.

   • Focused efforts on driving traffic to key pages and increasing engagement on platforms like LinkedIn.

4. Targeted Outbound & Conference Execution: Developed and implemented an outbound strategy to drive engagement and test messaging leading up to, and during, a key industry conference, including managing on-site marketing and sales conversations.

5. Sales Enablement Infrastructure: Developed a comprehensive sales enablement toolkit containing high-quality, evidence-based messaging, value propositions, and quantifiable solution stories. Built out a structured outbound sales playbook (HubSpot) and facilitated SDR onboarding.

Results & Outcomes:

AcquireNow's intervention provided valuable direction and tangible results across strategy, digital presence, and sales readiness:

• The new narrative provided a clearer, more compelling foundation for communications.

• The GTM validation approach yielded definitive insights into the optimal initial target market - billing partners vs. selling directly to clinics.

• The digital strategy significantly improved online engagement and brand visibility, reflected in metrics like increased website time on page (+27%) and substantial LinkedIn follower growth.

• Foundational, high-quality sales processes and tools were established, enabling more structured, scalable, and evidence-based outreach.

• Direct outreach efforts successfully generated immediate interest and validated messaging effectiveness.

  
  

Key Metrics:

1. Validated Primary Target Segment (Billing Partners): Resolved core GTM ambiguity by confirming Billing Partners as the optimal initial customer segment through direct market feedback and conference engagement.

2. 40+ Qualified Meetings Scheduled: Demonstrated effectiveness of the refined narrative, targeted outbound, and conference strategy in generating significant interest and tangible sales opportunities.

3. +844% LinkedIn Follower Growth: Signified substantial improvement in brand awareness and online engagement resulting from the targeted digital content and platform strategy.

Conclusion:

By addressing key narrative, GTM, and digital strategy questions, implementing a validation-driven approach, and building essential, high-quality sales enablement tools, AcquireNow helped Thrivory navigate a period of experimentation and learning. The engagement delivered valuable market clarity, validated a promising customer segment, significantly boosted digital presence, and established the foundational infrastructure needed to pursue qualified leads effectively, setting the stage for more structured and focused growth.