Business Challenge
- Our client, a fintech brand for small businesses, wanted to understand their users better: who they are, how they think aboutgrowth and money, and how they use credit
The Method
- In-depth Interviews→We spoke to 21 SME owners across 6 cities
- Interviews were done at their workplace
- We looked at how they run their business, manage cash flow, use credit, and engage with the app
The Outcome
- Identified two powerful consumer segments
- Transformers- based on Shiva Archetype representing transformation and disruption
- Transformers are self-made, restless, and fearlessly ambitious. They embrace risk and they see credit not as a burden but as a weapon
- For them credit is strategic tool, a way to fuel growth, scale fast, and experiment boldly. For them, credit isn’t a risk, it’s oxygen
- Sustainers: based on Vishnu Archetype → the preserver, symbolizes balance, continuity, and protection
- Often running businesses inherited from family, they value control, stability, and reputation over rapid growth.
- For them, credit is a safety net, It’s a reliable fallback. Used when cash flow is tight, or during slow seasons..
How the Client benefited
- Sharper targeting: Clear messaging strategies were defined for each segment: aspirational for Transformers, trust-based for Sustainers
- Product cues: Identified different credit needs and usage patterns, enabling tailored credit and payment features