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FinancialCircuit

The Challenge:

To help transform a former “dot-com” from one of many online mortgage brokers into an innovator and thought leader on the strength of its new product, MoneyFind, and open new channels of revenue from financial enterprises.

Strategy:

Reposition FinancialCircuit from an online mortgage broker to a provider of Liability Management Solutions, offering financial advisors the means to grow business by helping clients manage their liabilities as well as their asset portfolios. Introduce financial advisors to the notion that they can be more successful managing both sides of their clients’ balance sheets - by becoming “total financial advisors.”

Execution:

An aggressive media relations campaign in support of the launch of a new online liability restructuring product, MoneyFind, and the new concept it represented, namely Liability Management Solutions. Through media interviews and bylined articles, FinancialCircuit simultaneously created the business of Liability Management Solutions and took ownership of it.

Results:

In the three months following the launch of MoneyFind, FinancialCircuit was featured in 17 articles in leading financial publications. More importantly, FinancialCircuit, which formerly relied on individual financial advisors as its client base, has now entered into partnership agreements with a number of America’s leading financial services networks and enterprises, where one sale can result in thousands of product licenses.