- – Brand Development
- – Creative Direction
- – Copywriting
- – Website
A FinTech Startup Defeating the Wolves of Wall Street
Bloomberg Terminal is the de facto tool of the Wall Street trader. In the financial ecosystem, this wolf had little competition.
Until OpenFin moved into the neighborhood. As FinTech’s insurgent alternative to the legacy beasts of the financial kingdom, this little pig was building with brick.
OpenFin’s plug-n-play platform enables corps to customize and package workplace desktops and dashboards that can instantly integrate legacy tools with unbundled apps, onboard new software within days instead of months, maintain ultrastrong security, and do it all at a fraction of Bloomberg’s cost.
Working directly with CEO Mazy Dar, I positioned the brand as a classic Davey-vs-Goliath story that immediately raised OpenFin’s public profile and helped secure millions of dollars in new rounds of investor financing. From an initial client base of 35 banks, hedge funds and trading operations, OpenFin is now used to deploy thousands of industry apps to over 1500 sell-side and buy-side firms.
Meanwhile, as Bloomberg’s market share has fallen, its narrative is encapsulated in articles and white papers with titles like ‘The Twilight of the Terminal.’ Through careful strategy, simple design and a brand voice that is both accessible and technical, I helped OpenFin create a success story that is much more than a fairy tale.