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A sleek and human-focused FinTech branding for Mobilexpense

Client

Mobilexpense

Mobilexpense cards

A sleek and human-focused FinTech branding for Mobilexpense

Mobilexpense cards
Client

Mobilexpense

Context

Since it first launched back in 2000, Mobilexpense has been at the forefront of expense management innovation, processing well over €1 billion worth of transactions in that timeframe. But despite its considerable success, the company has always kept one eye on the future. That’s why it acquired some multinational SaaS hotshots in the last few years: adding Dutch company Declaree and Swedish eBuilder Travel in 2019, followed in early 2020 by Sweden-based Expense.

However, Mobilexpense realised that its traditional corporate branding no longer reflected its new capabilities—or resonated with its target market. They got in touch with Leap Forward to see if we could help them refresh their mothership brand, and that’s exactly what we did.

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Rethinking the brand

We conducted a series of branding workshops with the Mobilexpense team to get to the heart of the brand’s values. By stepping into their customers’ shoes, and thinking about the problems that they were facing, we quickly realised one thing: Mobilexpense needed a more human touch.

Finance has traditionally been seen as a slightly dry field—meaning financial branding has typically been quite technical and solutions-focused. But Mobilexpense wanted to flip the script. After all, consumers don’t buy solutions for the sake of it—they buy solutions to solve specific problems that they’re personally facing. So by putting their consumers’ problems first, and then explaining how their solution helps, Mobilexpense could better resonate with their target market.

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Putting the people front & center

In an era where generic stock images are the norm, Mobilexpense aimed to break free from the conventional and showcase the real people who drive their organisation. By featuring their own employees in photography for the website, they wanted to give off a more approachable feeling. For that reason, we opted for custom photography where some pictures had a playful twist.

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Translating a brand strategy into a website

We faced a strategic challenge: how do we merge 2 products into 1 website? While we
opted for 1 strong branding, we still needed to serve two distinct target groups that needed to easily find their product.

Since Mobilexpense is a SAAS website, it needed to convert leads effectively.
This led to extensive A/B testing, post-launch iterations, and relentless fine-tuning. This commitment to optimisation resulted in improved user experience and higher conversion rates.

FEWEB Digital champ

Best B2B website 2022

Design System

To tackle the complexities in design, we established a comprehensive design system. We created a flexible, component-based website, empowering the marketing team to experiment, develop new pages, and run campaigns with ease.

Mobilexpense website

FEWEB Digital champ

Best B2B website 2022

Design System

To tackle the complexities in design, we established a comprehensive design system. We created a flexible, component-based website, empowering the marketing team to experiment, develop new pages, and run campaigns with ease.

Animations & videos

To amplify the new visual direction, we integrated an informative explainer video showcasing Mobilexpense. Building upon the foundation of the explainer video, we spotlighted select features by crafting additional videos starring their own employees. By adding some humour and a personal touch, we created compelling scenario’s to explain specific features.

Marketing strategy & SEO

To maximise the effectiveness of their online marketing efforts, we proposed a CRO strategy that optimises both website elements and user experience. For example A/B testing different navigational options and SEO titles.

We also had to ensure that their new site, complete with its compelling narrative, was supported by search engine optimisation (SEO)—this meant conducting a series of rigorous keyword analysis sessions. To ensure a continuous growth of organic traffic, we created a thorough URL migration plan to link both websites to 1 domain.

Don’t take our word for it.

Working with Leap Forward was very enjoyable. The people and their expertise are unparalleled, and of course the outcome was also top notch: after the redesign the quality of our leads was notably higher.
Jochen

Jochen Vanpoeyer

CMO at Mobilexpense