Evolving Mambu’s brand strategy to increase market share and capture new audiences.
Mambu, a leading SaaS banking platform, was expanding beyond their traditional fintech customer base into more established banking and financial institutions. This strategic shift required a fundamental evolution of their brand positioning and messaging to resonate with more risk-averse decision-makers, while protecting their innovative position in the market.
Our Role
Magnus conducted comprehensive brand and market analysis to validate the strategic shift. We combined in-depth reviews of brand documentation and competitor positioning with stakeholder interviews, customer conversations, and Magnus PI audience insights. This revealed the need to move beyond functional ‘composability’ messaging towards more strategic, transformational benefits. Through collaborative brand strategy workshops using our 5 P’s framework – Purpose, Promise, Positioning, Principles, and Personality – we developed a differentiated market position aligned to their new business direction.
The Impact
This new positioning enabled Mambu to better resonate with mature banking organisations while maintaining their dominant position with fintechs. The new positioning and brand messaging framework enabled consistent, differentiated communication that resonated with established banking prospects while maintaining Mambu’s innovative fintech credentials.
This strategic realignment supported their expansion into new customer segments and strengthened their position in an increasingly competitive market.
Magnus brought both strategic insight and practical value to evolve our brand. Their collaborative and thorough approach to understanding our audience and market dynamics delivered a brand strategy that resonates powerfully across all our target segments and strengthens our position as a leader in the financial services industry.
Nikki Constantine Senior Director MarketingRELATED CASE STUDIES
Mambu
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