Welcome to the Tearsheet Podcast. I’m Zack Miller, Tearsheet’s editor in chief. I really enjoy talking to marketers, especially about rebrands. For me, the process a firm goes through when it rebrands is incredibly insightful for the team, for customers, and for partners. Successful fintechs can grow so quickly, when they rebrand or even refresh their brands, it forces them to stop, to take stock, and look at who they really want to be when they grow up.

Today’s guest on the podcast is Brittanie Williams, chief marketing officer at EarnIn. My pronunciation is purposeful – part of the rebrand the firm with earned waged access at its core just underwent meant even looking at its own name differently. Britt and I discuss the customer research that went into the new brand and what it showed about Americans living paycheck to paycheck. We talk about the use of a brand muse and what that can do to help focus marketing and product. We also chat about how the firm expanded the aperture of its value proposition – to include helping people with financial anxiety – and what that enables the firm and brand to do going forward.

Brittanie Williams is my guest today on the Tearsheet Podcast.