The epic rise of the SoFi brand — Brad Simmons // Figure

In a competitive industry with little to no product differentiation, how do you take a new brand to the market and be successful? SoFi and Figure are excellent examples from the fintech space. Want to get insider info about how they pulled it off in such a short time? Listen to Brad Simmons, Former CMO of Figure, discussing the epic rise of the SoFi brand.
About the speaker

Brad Simmons

Figure

 - Figure

Brad Simmons is Former CMO at Figure

Show Notes

  • 02:15
    What made SoFi successful in a competitive space?
    The biggest thing was the beachhead product of student loan refinance, which didn't exist before SoFi did it. They built a product that changed peoples lives. They have amazing product market fit and amazing attention to detail on the audience.
  • 05:49
    How Brad cut his teeth in the fintech marketing space
    Hes been in the industry for at least 20 years and has been a part of incredible campaigns and commercials, including Super Bowl ads for SoFi.
  • 09:33
    Building a unicorn fintech brand, the Figure case study
    Figure had a great market fit for the lending side of the business, and they started spinning up channels, direct mail, television, radio partnerships, affiliates, and social display.
  • 14:19
    Secrets to bringing a new brand to market successfully
    One of the most important pillars is your messaging and understanding of your audience. The evolution of Figure is a great example.

Quotes

  • "The biggest thing was the beachhead product of student loan refinance, which didn't exist before SoFi did it." - Brad Simmons

  • "With SoFi, you can refinance your student loan debt out of a 7% federal loan into a two-and-a-half percent private loan through SoFi, which changes people's lives. They had superb product market fit and amazing attention to detail on the audience." - Brad Simmons

  • "From a marketing perspective, seeing the success so far boiled down to the people. It was such a great, fantastic team, led by the accomplished, you know, Joanne Bradford." - Brad Simmons

  • "How did Figure become successful? Think of Product Market Fit; think of coming into 2020 or COVID; with home prices skyrocketing, people have an all-time high amount of equity they're sitting on in their homes. And we wanted to allow them to tap into that to make better financial decisions versus carrying higher interest debt and giving them access quickly." - Brad Simmons

  • "We marketed Figure by spinning up channels, direct mail, television, radio partnerships, affiliates, and social display. I call it brand response. It's essentially building your brand by scaling performance channels and measuring everything as minutely as possible to ensure ROI. And that's what we did for Figure to scale that business." - Brad Simmons

  • "One of the most important pillars is your messaging and understanding of your audience." - Brad Simmons

About the speaker

Brad Simmons

Figure

 - Figure

Brad Simmons is Former CMO at Figure

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