Fintech Marble Financial seeks to connect with customers in a crowded digital market

A Fintech for credit rebuilding (now rolled into Inverite Insights) looks to find and connect with the right customers in a crowded digital market.

The Problem

Digital and paid efforts were underperforming. Conversion was inconsistent. And with competitors outspending them, Marble needed more.

The Approach

We uniquely mapped the customer journey after building Motivational models with CRM value-based data to uncover who, what, and where to invest in, and backed it up with the why.

The Outcome

Marble completely transformed its outreach and communications approach for a 61% lift in customer ratings within months.

"We can’t get this type of customer insight from anywhere else. We have numbers and tracking on performance, but getting deep into behavior change is critical for where we’re headed."

Rich Elliot

Head of Marketing, Marble Financial

The Problem

Marble Financial exists to empower Canadians navigating financial stress, helping them rebuild credit and regain control over their financial lives. But despite their mission and momentum, they were facing an uphill climb. Digital and paid efforts were underperforming. Conversion was inconsistent. And with competitors outspending them, Marble needed more than better media, they needed a better understanding of who they were really for, and what would drive those people to act.

The Approach

To move forward, we went deep. Using the Apex platform, we partnered with Marble to uncover:

Who their most valuable current and potential customers truly are.
What rational and emotional motivators drive their trust, trial, and advocacy.
Where in the journey friction was derailing momentum and how to fix it.

Our work included:

Building audience profiles rooted in behavioral science.
Mapping the customer journey to surface high-impact moments.
Defining a brand profile aligned to confidence, empowerment, and financial wellbeing.

It was a full playbook for connection grounded in data and designed for action.

The Outcome

Armed with deeper insight and clearer direction, Marble completely transformed its outreach and communications approach:

A 61% lift in Apex customer ratings within 12 months.
Greater alignment between product, marketing, and customer experience teams.
Confidence to make strategic moves—including a merger that positioned Marble as a leading provider of online financial health services in Canada.

Fintech Marble Financial seeks to connect with customers in a crowded digital market

A Fintech for credit rebuilding (now rolled into Inverite Insights) looks to find and connect with the right customers in a crowded digital market.

The Problem

The Approach

The Outcome

"We can’t get this type of customer insight from anywhere else. We have numbers and tracking on performance, but getting deep into behavior change is critical for where we’re headed."

Rich Elliot

The Problem

The Approach

The Outcome

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