These days, startups are staying private longer. And for shareholders, that can be frustrating. They’re rich on paper, but can’t make a down payment because most lenders won’t recognize private shares as collateral. And they don’t want to sell shares anyway- there’s far more upside to waiting.
That’s where Liquid Stock comes in. This advisory and investment firm helps shareholders unlock the value of their shares while still maintaining ownership.
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?
Because Liquid Stock was introducing a new asset type, we needed to minimize uncertainty and increase confidence among prospects.
We grounded their new website and marketing collateral in behavioral science concepts from risk aversion to process transparency. We also applied narrative bias to present complex financial information in story form. This helped shareholders and their advisors more easily envision the benefits of working with Liquid Stock.
We’re currently gathering quantitative results on the newly launched site and testing paid social ads and other experiments. Early results are very promising and Liquid is reporting a steady uptick in inquiries. Check back here by November 2019 for the full case study.