We’ll walk through the consumer brand messaging project and success story of Knomee.
Knomee is a financial wellness app that uses behavioral science to help consumers master how they build financial plans.
Knomee recognized they needed stronger consumer messages to meet their goal of acquiring more app users.
Before OakBloom, Knomee struggled with clearly articulating their value in accessible consumer messaging.
Messages across their site included jargon that muddled how they communicated with potential users.
TLDR: OakBloom prioritized understanding Knomee’s strengths & the core drivers of their consumer targets — U.S. professional women.
Breaking down Knomee’s audience
Driven and high-achieving, this demographic is motivated in every other part of their lives, yet 72% of women still lack a financial plan.
Consumer research and interviews provided by Knomee made it clear to us that these women needed messages that acknowledged what’s currently broken in financial planning and activated that same high-achieving drive they had in other parts of their lives. This would be the secret sauce to connect them with Knomee’s value. How?
Leveraging Knomee’s advantages
We honed in on Knomee’s biggest, differentiated strength: that they’re an app focused on the psychology behind financial goals and motivations. Why is psychology valuable? Because it can change your behaviors for the longterm:
Knomee not only helps with financial planning and extending wealth, but helps women build skills and knowledge to confidently build better, richer financial lives — forever.
TLDR: OakBloom built new key messages that remove financial jargon & focused on accessible messages that tapped into Knomee’s ultimate consumer value.
TLDR: We developed a new tagline and key messages that inspire action from Knomee’s target users. Knomee can now use this foundational messaging across web, investor pitch decks, & more.
New tagline:
Thrive financially. Master your money mindset.
New positioning:
Knomee is the financial wellness app that empowers women to thrive financially by mastering their money mindset.
Backed by behavioral science, Knomee facilitates guided discovery of users’ financial goals, beliefs, and values. These insights inform a personalized MoneyMindset profile that reveals users’ priorities so they overcome doubt and build wealth with confident clarity.
App insights can also be shared with Knomee-vetted advisors to improve advisor-client communication during financial planning – all on the user’s terms.
