“I highly recommend Uncommon for their invaluable contributions to our marketing content initiatives. Uncommon’s proactive approach and collaborative spirit make them a joy to work with.
They conduct thorough research, consistently seek feedback, incorporate suggestions, and communicate effectively, ensuring that their ideas are not only well-received, but also seamlessly integrated into our overarching strategy.
It has been great to see their dedication and thoughtfulness in exploring ways to enhance our marketing strategies.”
– Jennifer Cross, VP of Client Services, Supervest
Introduction & Background: Understanding Supervest’s Needs
When Supervest approached us, they had already carved out a space in the alternative investment market, offering Merchant Cash Advances (MCAs) through their proprietary platform. Since its inception, Supervest has been involved in funding over $2 billion across 45,000 individual merchant deals. However, they faced challenges in communicating the full value of their offerings to a niche audience of accredited investors.
MCAs, while highly beneficial, are a unique and often misunderstood type of investment. The complexity of MCAs made it difficult for Supervest to highlight their potential, especially when compliance issues restricted the language they could use.
Investors were confused about how MCAs worked, why they were different from loans, and the risks and rewards involved.
Supervest needed a content strategy that simplified MCAs, built trust, and showcased their proprietary platform as a leading solution for investors looking to diversify their portfolios.
Our task was to demystify MCAs, explain the benefits clearly, and position Supervest as the industry leader in this niche investment space that they are.
Identifying Key Pain Points: What Problems Did We Solve?
Supervest’s challenges were clear but complex. The main communications challenges revolved around the lack of understanding about what MCAs are and how they work as a type of asset class. Supervest also faced the creative challenge of regulatory restrictions on promoting their MCA note offerings.
Problem 1: Confusion Around MCAs
MCAs are not well understood by many investors. Briefly, merchant cash advances are not loans and so they are not beholden to the kinds of legal and regulatory frameworks as loans. They are, in fact, a purchase of future business income.
So, for example, an investor could fund a £100,000 merchant cash advance. That cash advance is used to purchase, say, £110,000 of future credit card payments from Business X over the next 12 months. Just an example, but you get the idea.
Investors needed a clearer understanding of how MCAs differed from loans, how risk is managed, and why they can be a valuable addition to a diversified portfolio.
Problem 2: Compliance Limitations
Like all businesses in the fintech and asset management space, Supervest had to comply with important and strict compliance regulations around language. They could not use promotional language to highlight the benefits of their MCA investments. They needed content that adhered to compliance standards while still effectively communicating the advantages of their MCA notes.
Problem 3: Difficulty Highlighting Platform Benefits
Supervest’s proprietary platform is uniquely designed for accredited investors and has been built from the ground up for an incredible UX experience, but they struggled to communicate its benefits. Investors didn’t fully understand the many benefits of the platform, or how each MCA note was composed of hundreds or thousands of individual MCA deals, giving them enhanced security and diversification.
Process & Approach: How We Solved the Problems
We approached this project by focusing on clarity, education, and compliance, ensuring that Supervest could effectively communicate the value of MCAs to their audience without violating regulatory guidelines.
Step 1: In-Depth Discovery and Research
We began by doing some detailed discovery sessions with Supervest’s team to understand the complexities of MCAs, the specific and unique features of Supervest’s different note products, and a lot more detail on the specific demographics of Supervest’s target investors.
We also researched investor concerns and preferences, as well as the unique features of Supervest’s proprietary platform.
Step 2: Tailoring the Message
Armed with this knowledge, we developed a content strategy that broke down the complex mechanics of MCAs and of Supervest’s different investment notes into simple, engaging content. We focused on educating investors about:
- How MCAs work and why they are different from loans.
- The protective features like maximum exposure caps, which safeguard investor capital.
- How MCA notes are structured, including the fact that each note is made up of hundreds or thousands of individual MCA deals.
- The tax benefits of MCA investments, especially for retirement accounts like 401(k)s.
Step 3: Compliance-Friendly Content
We researched, drafted, and created content that adhered to compliance guidelines, avoiding promotional language while still effectively communicating the benefits of investing with Supervest. We used neutral but informative language to highlight the advantages without making exaggerated claims.
Step 4: Consistent, Educational Content Delivery
For two years now, we have produced weekly blogs and newsletters that cover key topics, including the advantages of MCAs, how they fit into a diversified portfolio, and why Supervest’s proprietary platform is a strong choice for accredited investors. This content was designed to build trust and educate readers, keeping them engaged and informed.
Outcomes: Transformative Results for Supervest
Our work with Supervest delivered clear results, helping them overcome their communication challenges and position themselves as a leader in the MCA investment space.
Our partnership has driven $100,000’s in revenue for Supervest through highlighting the specific challenges that MCA notes can solve for accredited investors.
1. Clarified the Benefits of MCAs
By breaking down complex topics into clear, easy-to-understand content, we helped investors see the value of MCAs and how they fit into their investment portfolios. Investors were able to understand:
- The unique structure of MCA notes.
- The unique risk mitigation strategies Supervest implements, like maximum exposure caps.
- The tax advantages of using MCAs, their usefulness for retirement savings, etc.
2. Compliance-Adherent Content Strategy
Our compliance-aware approach meant all content was accurate and aligned with regulations. Supervest was able to confidently communicate the benefits of MCAs without worrying about crossing compliance lines.
3. Enhanced Investor Confidence and Engagement
With regular, high-quality content, Supervest built trust with their investors. The educational focus of the blogs and newsletters helped investors feel more informed and confident about adding MCA notes to their portfolios.
4. Positioned Supervest as an Industry Leader
Through our content strategy, Supervest was able to position itself as the go-to expert in the MCA investment space. Their proprietary platform’s benefits were highlighted in a way that made sense to and really landed with their target audience, setting Supervest apart from their competitors.
“The content consistently provides 25-45% open rates. The content is thoughtful and high level. If I could hire Uncommon full-time I would considering how talented the team really are. Simply, you’re the best in the business.”
– Joseph Sancio, COO, Supervest
Want Similar Results? Let’s Partner.
If you’re facing challenges in explaining complex investment products or need help telling meaningful stories whilst abiding by compliance restrictions, we’re here to help.
Our expertise in alternative assets and content strategy can help you build trust, engage investors, and position your brand as a leader—just like we did for Supervest.
Contact us today to start transforming your content and communication strategy.