Buddy

Strategy

During my time at Nicework

Scrap was an industry forgotten by the tech revolution. Stu and Kisa Kagan changed that. After taking New Zealand's recycling market by storm Stu and Lisa started BUDDY - a digital marketplace to connect scrap metal sellers and buyers around the world. They were preparing to launch Buddy to the world and needed the words to describe the value of their marketplace to fellow 'scrappies'. Through research, interviews, and guided by key insights from Stu, Lisa, and their clients, we realised that scrappies worked waaaay too hard for little reward. Their lives were spent at the yard and on the phone; stealing precious time away from important family time. We landed on the positioning: Trade scrap, not time. A core line for credibility: For scrappies, by scrappies And a great little manifesto, which you can find here. Buddy is a hit among scrappies and continues to expand globally at a rapid pace.

Pollen Finance

Strategy

During my time at Hale

In 2015, Pollen Finance transformed South Africa's business loan market with uncollateralised loans. In the decade since, Pollen led the market, educated South Africans on the value of uncollateralised loans, and lent billions of rands to South African businesses. Inevitably, their market grew crowded. Competition became rife, and messaging became more important. They needed to sharpen their positioning, reinforce trust, and support long-term growth. After interviews with Pollen's leadership, team, and clients, we developed a strategy rooted in their core values: Good Business Finance. Instead of joining the race to the bottom, Pollen embraces quiet confidence, reframing their offer as sound, responsible finance for businesses that are able to repay their loans and contribute to our economy. Use of the term 'finance' was a considered choice, moving them away from the startup term 'funding.' 'Finance' better reflects the types of businesses they work with - established, successful, and supporting their communities.