Bringing clarity to a cross-border payments platform
A B2B cross-border payments fintech with strong relationships and a solid product, held back by an unfocused digital presence and a fully manual, months-long onboarding. An audit brought clarity to its positioning, messaging, and onboarding journey.
- Organisation
- IPT AfricaA B2B fintech helping HR and payroll teams move money across African markets with speed, transparency, and compliance
- Role
- Client experience audit and strategy
The website was unfocused, hard to read, and did not reflect who the company actually served. LinkedIn and website messaging did not match. Onboarding was fully manual, with long back-and-forth communication, unclear handovers, and timelines stretching up to three months. Internally, teams were working hard but not in sync.
The company had strong relationships and a solid core product, but its digital presence, onboarding, and internal alignment were quietly slowing it down.
- Ran strategic sessions with the founders and marketing to clarify positioning around trust, speed, and simplicity
- Reframed the audience to the strongest segment: HR and payroll managers handling high-volume cross-border payments, dealing with volatility, visibility issues, and settlement uncertainty
- Audited and aligned the website and LinkedIn messaging so both spoke directly to that audience, shifting from features to outcomes
- Mapped the full onboarding journey across compliance and operations to surface the bottlenecks
- Guided the evaluation of tools to automate document collection and reduce manual friction
- Facilitated internal alignment, reduced last-minute changes, strengthened version control, and supported the French localisation for accuracy across markets
- A clarified positioning built around trust, speed, and simplicity, focused on the HR and payroll audience
- Rewritten, aligned website and LinkedIn messaging: outcome-led, clearer, and easier to scan
- A redesigned onboarding journey with a streamlined KYB process across compliance and operations
- Stronger internal workflows and version control, plus accurate French localisation across markets
In fintech, clarity is a growth lever.
- Onboarding time cut from three months to one
- A clear, repeatable KYB process that brings in everyone needed during onboarding
- Clearer website and LinkedIn messaging that attracts the right audience
- Teams share a unified understanding of the vision, audience, and processes, reducing friction and wasted effort
- Every manual step in onboarding erodes trust
- Alignment does not require authority. It requires structured facilitation, shared language, and a relentless focus on outcomes