You may read and download the long version of this business case here

Situation

A Costa Rican company decided to experiment in the fintech universe. Under the name of Efectivo Ya -Cash Now, they launched an online personal loan business, something already known in the region, however, without reaching the technological levels that this development possessed.

Efectivo Ya was based on an algorithm that, only requesting the client’s ID, in less than a minute granted a credit. It was an entirely online process, without paper, without bureaucracy and without having to go to an office to sign contracts. Also, in a couple of hours, the money was in the account of its customers.

After several months of operation, the shareholders recognised that the business began to gain scale and that this entailed the need of strategically rethinking, coming to express itself with a new identity that would support its rapid growth and underpin the pillars of its future expansion.

It required a brand that, as a strategic business platform, would drive it towards a new type of financial entity that is part of the lives of its customers and tries to help them with unforeseen events in a fair and transparent manner.

Rubén Galgo was part of the team from the very beginning; then Julio Ferro and Sebastián Gersbach also joined us.

Project

The strategic approach developed by Allegro 234 revealed that the company had to become a neobank with an urban, authentic, feminine, welcoming, executive, perfectionist and expert brand.

Along with the naming effort, simple shapes were designed and an its visual expression was created, with a low boxed lighted typography to show openness and closeness.

zenziya has the same pronunciation as “sencilla”, which in Spanish means simple.

The “e” of the logo is rotated in allusion to his agile, customer-oriented way of doing things.

The symbol is an interpretation of the “z” geometrically constructed and designed to live in mobile environments.

Geometrics are perfect because it’s simple, so this brand expression is a statement of intent.

Chromatically we have relied on five colours ranging from blue, which bring us closer to the digital world, to purple and mauve, which submerge us in the feminine and executive worlds.

Finally, we added the company’s brand promise: “zenziya, expert in your small details”.

Results -Up to October 2019

Since the brand was launched, the company has had a growth of 17% monthly in customers and 15% in borrowed capital per capita.

During the first 18 months and with only 50 employees, zenziya provided service to more than 6,000 customers, of which more than 50% are recurring.

Given that the current intention is to give credits for growth and to people who have the capacity to pay their dues, zenziya has approved only 5% of more than 200,000 applications.

In addition, 95% of customers would recommend the brand and the second brand that follows only reaches 14%. For its part the NPS -Net Promoter Score, is 70% (quarterly survey conducted by Allegro 234 since January 2019 – more than 500 answers, 95% confidence level, 3.6% sample error).

The plans for growth in services and geography continue and zenziya can already be considered a player of reference in Central American.

In terms of social impact, zenziya is committed to:

  • Advise and protect the customers through its online channels – sometimes saying “no” is the best help you can give
  • Honour transparency requirements – e.g.: it is the only fintech in the region with explicit and audited privacy policies and data protection
  • Contribute and work towards meeting the goals of quality education (4), decent work and economic growth (8) and reduction of inequities (10) -UN 2030 SDG

Meanwhile, the activation has caused some assumptions to be changed and instead of replacing the previous “brands”, zenziya has been raised to the level of corporate and commercial brand, and the rest of brands have been given a specific role as product brands.

Currently -to 10/22/19

The marketing plan, which is currently running, was defined during the first quarter 2019. Allegro 234 has taken the executive responsibilities with the support of members of zenziya team in Costa Rica. The key activity areas are:

  • Marketing online
  • Remarketing
  • BTL
  • Outdoor presence

In addition, as a brand and to strengthen its positioning, among other things, agreements are being closed with NGOs and sponsorships to local athletes, and branded contents related to education in general and financial training are developed.

The future is today. The brand continues to evolve, and it’s prepared to support the growth of the company as a platform, the supply of new services and the entry into new regional markets.

Cristian Saracco
Founding Partner at Allegro 234
• Member, Medinge Group
• President, AEBrand
• Associate Professor, Loyola Leadership School