Building sustained brand awareness around Canadian fintech IPO
Payfare Inc., a Toronto-based fintech powering digital banking and instant payout solutions for today’s gig workforce, turned to The Fletcher Group to build a solid marketing foundation as the brand prepared to list on the Toronto Stock Exchange and expand internationally.
Pre-IPO, The Fletcher Group worked with Payfare to raise its brand profile and reputation in the business, payments and fintech media verticals through targeted storytelling in the U.S. and Canada. We developed key media materials, including press releases, roadshow messaging and Q&As. We also hosted executive media training and created content for owned channels such as blog posts and social.
Post-IPO, we are continuing to educate media — and new and existing investors — on the earned wage access space, the company and its successes. We are also executing an executive visibility strategy for CEO and Founder Marco Margiotta, which has led to his acceptance into the invitation-only Forbes Technology Council.
By taking a proactive editorial approach and successfully showcasing Payfare as a fintech that embodies leadership, innovation and growth, we engaged key audiences and built momentum to achieve successful partner and investor interest long-term. Following only one month of earned media and thought leadership strategies, we generated more than 50 media placements and more than 149 million impressions leading up to and in conjunction with the IPO. Payfare successfully closed its IPO in March 2021 for total gross proceeds of $65.4 million CAD.
Today, The Fletcher Group has become an extension of Payfare’s team and continues to secure ongoing earned media results as it continues its mission in supporting financial inclusion for all.