London-based fintech Tymit has launched a campaign to elevate the standard in instalment payments.
The “Own It” campaign represents Tymit’s commitment to its transparent approach to payments for both businesses and consumers – an important point in the wake of Consumer Duty regulations.
Alessandro Onano, chief marketing officer at Tymit, told Financial Promoter the fintech went beyond the usual promotional tactics to gain an in-depth understanding of the changing dynamics of the market.
“This campaign reflects Tymit’s strategic response to the clear shift in consumer and business financial behaviours, particularly in the context of instalment payments.
“We made it a priority to create a message for OwnIt that would appeal to our new B2B2C audience while remaining true to our B2C roots,” said Onano.
The campaign was built on industry research that revealed the consumer dissatisfaction with traditional “buy now pay later” systems.
The main challenge of the campaign was to uphold Tymit’s core values of transparency and customer-centricity while effectively addressing the specific needs of our business clients, said Onano.
When creating the campaign, the marketing team built a mood board to capture its essence – a payments solution with an authoritative voice in a busy market.
“In an industry where opacity is common, Tymit stands out for its emphasis on clarity and fairness, reflecting our commitment to positive change,” said Onano.
Tymit was launched in 2019 and was the world’s first instalments credit card, giving users full control over their spending and repayments.