Cashflows Shift

Inspiring a revolution

Cashflows, a leading independent UK payments institution, identified a new market opportunity: to use its regulatory and scheme licenses to rapidly expand the capabilities and revenue potential of Independent Software Vendors, Sales Organisations, Payment Facilitators, Acquirers and Global Merchants operating in the UK and Europe. Their industry-leading expertise in embedded payments and proven track record in ATM licensing meant that they were uniquely positioned to bring this new opportunity to market.

Lucent were tasked to help them clarify the brand position for the new offering and develop a brand strategy. To be successful, the strategy would need to both alert businesses of this novel opportunity – one that they may not even be aware of – and to position Cashflows Shift as the partner to help them realise this potential.

The solution

We carried out positioning and strategy research with the Cashflows team to define a position for their new service, Cashflows Shift. It became clear that the service offered a radical new way for businesses to own and monetise more of their payments journey, enabling them to grab new opportunities and enter new markets at speed. With Cashflows Shift, they could break free from acquirer restrictions and grasp a bolder future.

The resulting brand position is powerful and dynamic. It delivers a call to arms and a rallying cry for businesses to take control, with Cashflows by their side, and achieve the previously impossible:

Join the payments revolution:
Seize the power

With the visual concept and positioning completed, we rolled out messaging across a series of key communication pieces to support the launch of Cashflows Shift to the market, including landing pages, interactive sales decks and concise one-pagers which landed key benefits for each target audience. A short, punchy animation designed to engage and encourage potential leads completed the launch deliverables.

The outcome

The Cashflows Shift brand is now live and empowering the team to raise awareness of their revolutionary new approach to embedded payments. Armed with a dynamic brand position that doubles as a call to action, they are already helping businesses, large and small, local and global, to take the power of payments into their own hands.