Riverty: Financial Freedom Through a Clear Brand Strategy

Challenge

In 2022, the brand Riverty emerged from the financial services division of Arvato Financial Solutions, a subsidiary of Bertelsmann. Riverty now brings together B2B and B2C financial solutions under one roof, with the goal of enabling financial freedom for everyone through greater transparency and flexibility in payment processes. The key challenge was to integrate the different offerings in a coherent way and successfully position a unified brand internationally.

Strategy

K’UP supported Riverty in restructuring its brand and marketing organization to make collaboration within internationally oriented, cross-functional teams more efficient. This included modernizing market research and implementing AI-supported competitor and communication monitoring to continuously keep market and customer insights up to date.

By introducing a streamlined marketing funnel approach with clear KPIs, K’UP created the foundation for comprehensive brand controlling. In addition, K’UP helped sharpen the brand positioning, supported the selection of the lead agency, and developed creative approaches for communication and campaigns, ensuring Riverty’s vision was communicated successfully and that strategic and tactical campaigns could be implemented effectively.