PayZen | Abstract Group

"At PayZen, we want to reach our current and potential customers with a unique and compelling brand story that positions us as a category creator. Abstract Group helped us sharpen our brand narrative, value propositions, design and messaging in a way that excites us at PayZen and resonates with our customers. Abstract Group are great advisors and partners as we continue to scale."

Brooke Vander Linde

Head of Marketing PayZen

As PayZen scaled its mission to make healthcare affordable, the team faced the challenge of navigating multiple complex buyer personas across health systems. Abstract was brought in to sharpen PayZen’s positioning and go-to-market strategy. Through fast, collaborative sprints, Abstract clarified the company's narrative, mapped distinct ICPs, and brought the strategy to market by designing the homemade and product landing pages - including copy, infographics and product messaging.

Round

Series B

Services used

Go-to-Market Strategy, Positioning & Messaging, Content Strategy, Pricing & Packaging, Information Architecture, Product Strategy

Overview

Dune built a platform beloved by the web3 community, empowering users to explore crypto data, and build and share dashboards. As Dune’s analytics offering exploded in usage, it became an indispensable, daily destination for the web3 community.

Challenge

Dune needed to build a path to sustainable ARR while maintaining its credibility and strong brand equity with a passionate community as the leader in web3 analytics.

Solution

Build a new customer segmentation that targeted and redefined their ICP to attract more paid users to the platform. That meant redesigning pricing and packaging, refining the messaging, and shortening the path from awareness to adoption.