Pre-ipo share and option holders can be rich on paper but still unable to buy a house because most lenders don’t recognize this as collateral. But selling your stock prematurely means giving up future profits, not to mention sweat equity and tax implications. Liquid Stock created a new type of financial service to solve this issue. But although this new alternative was superior to traditional sales and loans, users were somewhat skeptical of the secondary market and preferred a more familiar model.
Although Liquid Stock had already won backing from major institutional investors, they were creating a new type of financial services and needed to build credibility among shareholders and their advisors. How could we help them build trust leveraging Behavioral Science?
We made it easier for shareholders and their advisors to envision the benefits of working with Liquid Stock by creating marketing collateral that focused on transparency and real-world examples. We facilitated informed comparisons by using the concept of Relativity: graphs and brief narratives compared Liquid Stock’s solution to others on the market and the costs associated with each.