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FINTECH · CONTENT STRATEGY · WORKSHOPS

Pay Up

Helping the app that sends money out of Africa without the headache become the name people say first.

Pay Up mobile money transfer app for West Africa, three app screens

Client

Papa Darfoor, Founder
London, UK

Deliverables

  • Content Strategy Sessions
  • Internal Team Workshops
  • Staff Training

Challenge

Make Pay Up a household name across West African markets as the go-to way to send money abroad without punishing fees and delays.

Outcome

App usage climbing an average of 150% month on month since 2022.

Crowded market, clear job

Remittance is a brutal category. Legacy players have decades of trust and marketing money to burn. Pay Up had the better product: fair rates, fast transfers, virtual cards that just work. What it needed was a voice that could cut through.

Pay Up virtual Visa card feature in the fintech app

We trained the team, not just the strategy deck

We ran content strategy sessions to define what Pay Up should say, where to say it, and why. Then we ran internal workshops so the people running the brand every day could execute it without us. The strategy left the document and moved into the building.

Pay Up app home screen with balance and recent recipients Pay Up app send money screen with UK, Nigeria and mobile money options

150%

Average month-on-month growth in app usage since 2022

Want results like these? Let’s brainstorm.

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