Branding | SaaS Marketing | Product Positioning
Spave
Background
Spave had been on quite a journey—the charitable giving app had been independently imagined, developed, funded, and then acquired by a credit union. After lackluster support from the credit union, the ambitious founder re-acquired the assets to her brand and technology, with the intention to relaunch the app for consumers, and a longterm vision to become a B2B2C employer benefits platform.
Challenge
Our initial opportunity was to help Spave polish up the brand and reposition the product to appeal to their target demographic. Eventually, we would go on to redesign the entire experience, including in-progress work to realize the B2B2C vision.
Work
As a fractional marketing and experience lead for Spave, I led a team of agency creatives and strategists, as well as the team of brand marketers to completely reposition the product and bring a new brand to life. I led the team through an in-depth positioning sprint (complete with hypothesis testing and market validation) that resulted in transitioning from a Financial Wholeness app to a Social Giving app, streamlining the story and dramatically increasing consumer interest. We also relaunched the app with an entirely new user experience, website, and investor story.
NOTE: The new B2B offering is in progress and new work will be added as it is made public.
Financial Technology
PRODUCT POSITIONING | PRODUCT STRATEGY | PERSONA DEVELOPMENT | BRAND LAUNCH | WEBSITE
New Positioning
Spave is the first-of-its-kind social giving app
that transforms spending for good for those who want to give more, give more easily, or start giving for the first time. Spave empowers users to increase their charitable contributions and personal savings by allocating a portion of their everyday spending to meet their goals.
Give
Support the causes that matter to you by dedicating a portion of every purchase to your favorite nonprofits.
Share
Spread the word about the causes you care about to amplify their mission and multiply your impact.
Save
Save for your dreams alongside your charitable giving through the Spave Savings Account.
Investor Positioning
Invest in a purpose-first world.
Investing in Spave means investing in a future of social giving. Spave is more than an app—it’s a lifestyle that transforms spending for good. Join us in empowering people to live, give and save with purpose.