Swell Money
FinTech Co
Digital Marketing Strategy in a Regulated Banking Environment
Brand Awareness | Content Strategy | Customer Acquisition
Implemented the digital marketing and content strategy for an early-stage fintech bank. Focused on driving customer acquisition across web, email, social, and direct mail, while navigating strict regulatory and compliance standards within the financial industry.
Year
2023
Client
Swell
Swell Financial (a division of Central Pacific Bank) was a fintech startup reimagining how everyday Americans manage banking, credit, and debt. Built to challenge the status quo of traditional financial institutions, Swell offered a modern alternative to outdated bank accounts and high-interest credit cards—combining sleek technology with a bold, consumer-first brand. The company’s mission was ambitious and clear: help users save $1 billion in credit card interest.
Company Overview
U.S. credit card debt had hit an all-time high (exceeding $960 billion), and interest rates soared past 24%. Swell aimed to disrupt an industry designed to keep people in debt, but building a product in this space required navigating the highly regulated, risk-averse worlds of banking and lending.
Our team operated within strict compliance frameworks in partnership with a sponsor bank and licensed lender, meaning every piece of content, product flow, and customer-facing communication required multiple layers of legal and regulatory approval. Delivering a compliant, secure, and transparent user experience was not just important—it was non-negotiable.
Adding to the complexity, Swell’s core offering bundled a personal line of credit with a digital checking account. Customers could not access the line of credit without also opening the checking account. To unlock Swell’s most competitive interest rates and avoid penalty APRs, users needed to deposit at least $500 per month into the checking account. There was also a $12 monthly fee, which could be waived by using the Swell debit card at least 15 times each month. These requirements needed to be communicated clearly and compliantly—without undermining trust or discouraging adoption.
The Challenge
Solution
We launched Swell Credit in April 2023. This was a mobile-first personal line of credit designed to replace high-interest credit card balances with significantly lower rates. Integrated into the beautifully designed Swell app, it allowed users to pay down debt more effectively while avoiding the traps of traditional credit products.
The CreditCardCrusher.com calculator provided a frictionless entry point: users could estimate potential savings in minutes without sharing personal data.
From product positioning and brand storytelling to performance marketing and regulatory messaging, the entire experience was crafted to earn trust and drive action in a highly regulated space.
Role
Collaborated across marketing, product, and legal to make sure that Swell’s messaging was both compliant and compelling. Helped translate complex regulatory requirements into clear, human-centered communication that drove engagement and built trust.
Key contributions:
Wrote product copy for Swell Credit, Swell Cash, FAQs, terms, and landing pages
Created and launched email nurtures, investor updates, and blog content
Collaborated with Creative on video scripts and direct mail campaigns
Finalized direct mail copy in partnership with Central Pacific Bank and Elevate
Helped shape customer education across all channels in a tightly regulated space
