BX Blue
BX Blue is a startup accelerated by Y Combinator, which transforms the way retirees and public servants acquire and manage their payroll loans. It works as a Payroll Credit marketplace, and thus connects people to the best offers from banks in a transparent, easy and quick way.
Challenge
Present the brand without limiting itself to payroll loans, due to the desire to expand the portfolio in the medium term.
The new strategy and positions could not be limiting.
Insight
When we talk about the elderly, we think about someone who is dependent on others, fragile, and has a lot of difficulty with technology.
We noticed in interviews with consumers that this audience does not feel represented by brands. And, contrary to the stereotype, many are a reference (including financial) for those close to them and their family, they stay up to date and are willing to adopt new habits to make their lives easier.
Result
Concept: "for those who were not born yesterday".
Treating the public as equals, without the tone that you are just helping people who are fragile due to their age, generates an immediate connection with the brand.
He talks about experienced people, who have already lived a lot, and who are more than intelligent enough not to fall for any scam that appears.
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In 2023, BX Blue was purchased by PicPay.
