From unknown to unmissable: Valiify's market ascent

About the project

There's not a credit union leader out there unconcerned about digital transformation. From the C-Suite to the teller line, everyone knows that members expect seamless, frictionless digital experiences, and any credit union failing on those fronts risks failing on all fronts.

The fintech players know this, too. Digital account opening, marketing automation, KYC products are a dime a dozen—all designed outside of the system they're seeking to serve.

That's where Valiify stands apart.

This bold, purpose-driven fintech was founded by credit union professionals, built specifically for credit union systems, to exclusively enhance and support the credit union movement ... but nobody knew they existed.

Background
Date
March 2025
Client
Valiify
Category
Tags

The challenge

Valiify's product suite was unique. In a hyper-competitive field, they had cracked the code for delivering compliant, affordable, scalable loan origination and digital account opening solutions, with rapid implementation.

Mission Brands was tasked with aligning their credit union genesis and tech solutions into a brand framework and go-to-market strategy that could cut through the noise and compete with the big VC plays already in-market.

An image of Valiify's refined brand archetype description.
A visual representation of Valiify's brand voice principles.
A visual representation of Valiify's updated brand mission.
Valiify's updated brand promise: To be the trusted technology partner for financial institutions.

Digial-first design. Human-centered experience.

As an emerging fintech, it was of course critical to build a digital-first creative language for Valiify.

That had to be balanced, however, with the brand positioning as an institution with existing merit and credence. It had to feel mature, not “cool”.

A representation of Valiify's digital component design.

Our approach

Discovery and research
  • Audited Valiify's existing content and brand positioning
  • Performed a competitive analysis for each solution vertical
  • Designed a market growth assessment with weighted priorities
  • Interviewed current clients and led ICP discovery sessions
  • Developed market segment personas for effective engagement
Brand design
  • Defined Valiify's fundamental brand strategy: Purpose, Promise and Principles
  • Built a unique brand archetype to embody the organizational culture, mission and product suite
  • Designed a bespoke creative system to bring the brand to life; from logo and wordmark to digital implementation; tone of voice to a language library
  • Provided a holistic brand and styleguide for activation
Foundations for scale
  • Created independent but integrated SEO, SEM, and ABM strategies
  • Built the organization's messaging matrix, defining both executive and enterprise content pillars
  • Created a brand health dashboard with bespoke KPIs
  • Researched and recommended website structure, taxonomy and UX
  • Crafted a multi-channel Go-to-Market plan to kickstart Valiify's growth

Outcomes and impact

Market traction
  • Exponential market growth in the first two-quarters since pushing the new brand live
Employee engagement
  • Greater team alignment on where product intersects with purpose
  • Organizational growth
Financial empowerment
  • 2,500+ new credit union accounts opened in three months

  • $2.5M+ originated in new loans

Ready to grow?

© 2025 Mission Brands Consulting

Contact

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Suite 6500
Madison, WI 53717

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