TotallyMoney: Secured Loans Launch

The Problem

The secured loans launch faced two separate barriers. Near-prime customers had low awareness of secured loans as a category in the first place, and on top of that, there was a knowledge gap around how the product actually worked. Customers couldn't be convinced by a product they didn't understand or hadn't considered as an option.

The Approach

I built messaging that addressed both barriers directly, positioning secured borrowing as a responsible alternative to high-risk credit, while keeping full product transparency to satisfy regulatory compliance requirements. The two goals worked together: clarity built trust, and trust made the responsible-alternative framing credible rather than just a sales line.

The Result

The single email and landing page generated over £31,000 in revenue, almost half the vertical's projected quarterly revenue.