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This startup content strategy removes intimidating investment barriers for digital natives with on-demand learning, illustrations and everyday language.

Investing for digital natives – the 20-something Gen Z’s – is tricky. True, they like the idea of buying and trading stocks because it’s a possible means to building wealth. Investing is also an adulting practice that requires knowledge, skills and experience. That forms the basis for one startup’s content strategy. 

So what keeps so many potential investors away from the market? What makes investing so intimidating to so many digital natives? Here’s what FinTron CEO Wilder Rumpf learned:

  • Charts: What do these trends and market variables mean? 
  • Options and Margins: Who understands what these trades are all about? 
  • Risk: How do you understand an investment’s risk?
  • Money: Don’t you need thousands of dollars to get into the market?

FinTron is not the first to notice that digital native investors are a market opportunity, but Rumpf might be the first to notice that the other investment apps don’t offer much in the way of education. In this podcast, Wilder Rumpf discusses his startup’s content strategy, the reason he started FinTron, and his heroic founder’s journey as an added bonus. 


Startup Content Strategy Addresses The Financial Literacy Problem

“In the United States, about 90 million people are 18 to 38 years old. Of that 90 million, about 59 percent don’t have a brokerage account,” Rumpf told Publio CEO Keith Reynolds in a Publio Podcast. “About half those 90 million people have never had a conversation about personal finance. They’ve never talked to their parents. They’ve never had a class.”

Only 21 states in the U.S. require their schools to offer financial literacy courses in high school.  “That’s a huge problem when 70 percent of U.S. adults live from paycheck to paycheck,” Rumpf explained.“So we decided to attack this problem from the private sector.” 

Investment On-Demand Learning for Digital Natives

“Our generation is super self-directed and self-oriented,” Rumpf told Reynolds. “We’re YouTubers and Googlers, and we love to search out and figure things out real quick. We don’t like to be lectured, and we don’t like the slow approach. We want answers quickly.”

The FinTron app uses everyday language and illustrations to explain investment terms. For instance, Rumpf’s team discovered that some people don’t understand the difference between a deposit and withdrawal, so they created GIFs that show money flowing from a bank account to a FinTron account. 

The company has built FinTronU, a free financial education program where people can learn the basics and invest fake cash before ever risking a dime. The tutorials help users link bank accounts, and help them understand exactly where the money’s coming from and where it’s going. 

Risks and charts can be understood, and terms are clearly defined. FinTron also created a visual calendar so that clients see their deposits and follow everything visually on a calendar. The app also includes a dictionary and an index so people can find definitions on their own. 

And the thousands of dollars that you need just to get into the market? Nope. 

“We built a proprietary trading system that allows you to buy a fraction of a share,” Rumpf explained. 

Behind the scenes, the process of fractional shares is complex, however, Rumpf used the Publio Podcast to explain how FinTron’s programming makes the actual investor experience seamless and easy.

A Startup Content Strategy to Reach Digital Natives 

A strategy that targets digital natives should feature digital content. Strangely, the first agencies that FinTron engaged to build their brand resisted the idea.

“They kept telling me that we should do it this other way because that’s the way that it’s always been done,” Rumpf recalled. “The agencies’ media plans put our cost of acquisition at $500 to $600 per client.”

With the exception of a creative director, Rumpf brought the entire media operation in-house. True, neither Rumpf nor his co-founders had no experience because they were still in school. But they knew digital, and they launched campaigns on several digital platforms.

They saw success with ads and animations, but the most remarkable growth came when they hired influencers who made organic content on TikTok. And things started to get weird. 

“We started coming up with weird concepts. Funny stuff where people pretended to be other people,” Rumpf told Reynolds. “Just elaborate skits and funny content.”

Content Strategy ROI

FinTron’s cost of acquisition fell from $65 – $70 to $2 – $5. 

“We just started onboarding clients like crazy.”

Rumpf and his co-founders have doubled down on “weird” content. They became socially native with content from the founders, their friends.

“We’re sourcing content from our friends and friends of the company, and it’s working so well,” he explained. “This goofy, funny content of all of us being ‘real’ as digital natives [ourselves] is working and it’s resonating because it’s relatable.” 

This content strategy links to FinTron’s transparent digital native investment app. The goofy, funny content is a good match for the goofy, cool app that’s easy to use. 

Result: Their startup content strategy made it abundantly clear to young digital natives that investing just got a lot less intimidating and way more easy than they may have thought, which prompts more leads at a lower cost. 

Listen to The Publio Podcast

Jump in on the conversations and some serious real talk with executives and thought leaders on growing your business with digital media. Find us on Spotify, and follow your North Star.

We discuss innovation, marketing, business, events, books, successful must-see strategies, and anything that is positive and refreshing.

If you are responsible for your company’s success, pull up a chair, grab some coffee, or sit back, tune in and connect with your customer audience.

Publisher’s M.O. Masterclass

Your content is your unique voice in the marketplace. The Publisher’s M.O. Masterclass is a self-paced online learning course designed for the marketing public. In addition to the learning sessions, you get lifetime access to the PMO Worksheet, access to office hours, and more.

The masterclass explains our 7-Bucket strategy and the tools that will recalibrate and realign your content strategy for better business and sales performance. The PMO Masterclass is perfect for business owners, entrepreneurs, professional marketing managers and their teams. 

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