Case study · Fintech · Cross-border payments
Canta
Content, marketing and cross-border payments positioning — translating regulated complexity into human clarity.
- Engagement
- Content, marketing & positioning
- Focus
- Narrative, onboarding, sales storytelling
- Outcome
- $3B portfolio · +50% YoY conversion
The situation
A regulated cross-border payments product struggled to communicate value to founders, freelancers and SMBs across multiple geographies.
The complexity was real, but it was being passed on to the customer instead of absorbed by the communication.
What we did
- Rebuilt the narrative around three human jobs-to-be-done rather than product features.
- Redesigned onboarding and lifecycle communication so users always knew the next step.
- Shipped a sales storytelling system the team could repeat without me in the room.
- Aligned content and marketing to the same positioning across every market.
The result
Managed customer portfolios exceeding $3B in transaction value.
Lifted lead-to-activated conversion by 50% year over year, with clearer, calmer customer communication throughout.
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