SplitSum: From Messaging Confusion to Clear Sales & Scale

Client Snapshot

• Client: SplitSum

• Industry: Fintech / SaaS

• Services: Brand Framework, Messaging & ICP Definition, Sales Enablement, Knowledge-Base Architecture, Content & Launch Systems

• Engagement: 3 Months

The Challenge

SplitSum’s product was built — but the pathway to growth wasn’t. Their messaging wasn’t resonating, buyer profiles were undefined, and each sale required a custom explanation by the founder. Without streamlined positioning or a repeatable system, scaling beyond the founder’s manual efforts was blocked.

The Approach:

Brand Voice & Buyer Clarity

• Built a full Brand Framework: positioning, UVP, voice and taglines

• Defined detailed ICPs and buyer personas (studio owners, contractors, admins)

• Created a messaging matrix that translates features into benefits for each persona

• Aligned UK and US messaging so the brand works across borders

Market Expansion Readiness

• Created a launch offer tailored for the US market: 20% off for 6 months + free setup

• Aligned brand language, positioning and visuals for the US audience while maintaining UK roots

• Built go-to-market assets specific to the US launch: landing page copy, demo script, approval checklist

Sales & Content Engine

• Built outreach scripts, demo structure, and nurture sequences tailored to ICPs

• Developed content buckets tied to the buyer journey: awareness → evaluation → conversion

• Produced social templates (reels, carousels), YouTube strategy, and onboarding messaging

Results & Impact

• Clear messaging enabled stronger sales conversations and faster decision-making

• Defined ICPs and targeted assets prepared SplitSum for US market entry

• Marketing shifted from reactive to a consistent, conversion-focused engine

• Onboarding and materials were structured for repeatability, reducing founder-bottleneck