How a SaaS scaleup transformed its market position and aligned its teams for growth
Industry :
B2B SaaS / AI Accounting
Trigger :
Needed to modernise brand identity and sharpen competitive positioning before a scaling push
Solution :
Research-driven brand strategy, “AI Accountant” positioning, full identity redesign
Results :
Internal team alignment, clearer value proposition, bold new identity
The challenge 🧠
Finmatics, an AI-powered accounting automation platform, was gearing up for a major scaling push. But their identity and market story weren’t keeping up. The brand lacked clarity, and their positioning blurred into a crowded “automation tool” category. Internally, sales, product, and marketing teams weren’t aligned on how to tell the story — meaning inconsistent messaging was stalling opportunities.
The transformation 💥
After research and competitive analysis, I identified a way to reframe Finmatics as the “AI Accountant” — an intelligent partner that works alongside accountants, not a competitor. This shift repositioned them from “just another automation tool” to a strategic ally, and it diffused industry resistance by framing them as a “friend of DATEV” instead of a threat. (The industry relies a lot on DATEV, it’s basically their main software)
Also, during the research we found out that some employees are scared of being replaced by AI, so we changed the messaging into a friendly strategic employee that helps you daily, and it’s not there to steal your job.
Together, we turned this insight into action:
💡 Developed a clear competitive positioning and messaging framework for both decision-makers (accounting firm owners) and end users (accountants).
🎯 Ran brand strategy workshops to align leadership and teams around the new story.
🎨 Modernised the visual identity to reflect the innovative positioning.
📦 Delivered implementation-ready assets for sales, marketing, and product teams.
The results so far ✨
- Internal alignment: sales, marketing, and product teams now speak the same brand language - lead to shorter sales cycles and more confident sales reps.
- Clearer value proposition for both buyers and users, enabling faster sales conversations.
- A bold, modern identity that reflects the company’s market leadership ambitions.
The bottom line
Finmatics went from struggling (and being invisible and ashamed of their brand) to stand out in a crowded space to owning a distinctive market position that fuels both internal clarity and external trust.
P.S. these are the examples of their ads and future website.
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I show stalled companies exactly why they stopped growing and give them a positioning strategy that makes them relevant, differentiated, and impossible to ignore. Case studies and real experience + brand analysis of things that work and why. Weekly.
Tamara's energy and passion is contagious. She is brilliant brand strategist and art director, but what makes her unique is the positive impact she has on the team. She strives for perfection and is meticulous in her work. Every creative team need a 'Tamara' in it.
Sudi Waghmare
Creative Director, Bitpanda
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We just rebranded. Will you redo everything?
Not unless it blocks revenue. We keep what works and fix what doesn’t.
What are the exact steps in the process?
How fast to the first win?
In most cases, the first visible results come within 1–2 weeks, depending on project scope and content readiness. I focus on quick, high-impact improvements early on, then iterate from there.
Languages?
I work fluently in English and German. This allows smooth communication with both international teams and regional clients.
Pricing?
Pricing is flexible and depends on scope, timeline, and complexity. After a quick intro call, I can provide a clear and transparent estimate.
