Mercury is an all inclusive banking platform designed for startups at any size or stage.

Fintech • Founded in 2017 • 100,000+ users

We partnered for 2 months on Personas and Jobs to be Done

The Challenge

Mercury, already a fast-growing startup, acquired a surge of new customers following the collapse of SVB. To accommodate this rapidly expanding customer base they reached out to Punchy for new positioning and Olivine to do a deep dive into Persona work.

During the first month of the engagement, the Olivine team was focused on deeply understanding Mercury’s product, their customers, and their unique position in the fintech industry. After conducting two strategic workshops, we were able to nail down Mercury’s customer personas, JTBD, use cases and benefits for their product. We added a third workshop because the Mercury team identified two specific personas for its IO Credit Card that surfaced during our initial workshops.

"Olivine helped us identify and align on our most important customer personas. These personas have come to life across product, sales, marketing, customer support, and more. With their user-friendly frameworks, we've established a solid foundation for our messaging work."

ALISON GONZALEZ
Head of Partner & Product Marketing

The Deliverables

We built out a comprehensive Personas and JTBD deck, including persona specific buyer journeys.

Within a two-month timeframe, Olivine successfully delivered a comprehensive Personas and Jobs-to-Be-Done report and deck, complete with persona-specific buyer journeys. This valuable resource equips Mercury with the essential insights needed to tailor their marketing and sales strategies effectively for maximum impact and return.

Personas

We helped identify the goals, pain points, challenges, and daily routines of Mercury’s target audience.

JTBD

We helped identify the motivations and jobs that customers are trying to accomplish enabling Mercury to develop messaging that strongly resonates with their target audience.

Buyer Journeys

Through customer interviews, we validated actions, goals, and motivations customers experience along the Mercury buying journey and documented these insights into a buyer journey map.