Mission
Moneybox
CX
ToV
Helping a generation invest in their future
Decisions made easier. Lives made better.
"The wealth industry is focused on the top 1% of households. They lack the operating model or proposition to scale to the mass market"
This is how Ben and Charlie, co-founders of Moneybox, described the opportunity when we met them in 2018.
Moneybox at the time was 35 people and 75,000 customers. It was growing quickly but they felt they were lacking the narrative to explain their aspirations to investors and, most importantly, the brilliant engineers, designers and marketing experts that they wanted to attract.
We brought the team together through a series of facilitated workshops to help them agree their story.
What Makes You Angry?
We started by asking a simple question;
What makes you angry?
We discussed the idea that every great business is born out of a simple, yet significant problem affecting many people. This is usually one thing and highly motivating to everyone involved.
We used examples from our library to help people understand how some of the worlds fastest growing organisations define theirs.
We then helped write this narrative. It became a powerful way to frame the business, used as a preface to speeches and pitching to potential employees and important investors.
Mission
Next, we talked about the mission. What was the team prepared to do about the problem? How will they resolve it? How can they sum this up into something succinct and powerful to motivate others?
We discussed the idea that many successful organisations start with a focused mission statement. This focus is needed to drive uptake around a singular issue. As the service becomes established and the remit broadens, a more expansive idea becomes appropriate.
We agreed that Moneybox was in the early stages of its development and therefore needed a focused idea to help people channel effort and activity.
We have used these words to update primary communications;
- Social bios (company & leadership)
- Search engine descriptors
- App store descriptors
- Press releases etc
We have also used them to focus activity. The dial is referred to during monthly town hall meetings, reinforcing the fact that the mission is everyone's responsibility.
"The Work Less Ordinary approach has been very powerful. It energised the team and provided a far more compelling way to explain our story."
Ben Stanway, Co-founder
