Case Study 02
Unco
A digital wallet for freelancers and independent workers. International payments, no fees, and yield on held balances.
The brand
Fintech without the fintech language. The product is technically sophisticated but the brief was never to explain that. The direction was clarity: a service that removes the obstacles banks create for new ways of working without asking the user to understand how.
The audience
Freelancers and digital nomads who get paid across borders and have outgrown the infrastructure traditional banking offers.
The work
A landing page, an email onboarding funnel, and a three-part ad set for Instagram. Full funnel, from acquisition to conversion.
Unco presentation
The landing
The headline, "If your work crosses borders, so should your money," doesn't sell a product. It validates a situation. The reader recognizes themselves before Unco is introduced.
The tone stays conversational throughout without losing precision. Features are presented as outcomes, not capabilities. The copy never explains how Unco works because the user doesn't need to know.
The yield section earns its place by reframing an investment feature as something the user already deserves. The money is there anyway. It might as well work.
As a landing page, it removes doubt before it forms.
View landing page
Unco landing page
The ads
The set was written for a cold audience with a single conversion objective: app downloads. No brand awareness cushion, no retargeting warmth. The copy has to stop the scroll, establish the product, and build enough trust for someone to leave the platform and install something.
Running three ads against the same CTA with different leading insights is a targeting decision as much as a creative one. Different users stop for different reasons. Ad 1 leads with the problem, targeting a pain point. Ad 2 leads with the yield, offering a clear differential. Ad 3 leads with identity, an image of the user that makes them stop and think: this is for me.
As a set, it covers the three most likely reasons a cold user converts: recognition, incentive, and belonging.
View ad 01 — The problem View ad 02 — The yield View ad 03 — The identity
Unco ad set
The email funnel
The sequence runs four emails with a single through-line: friction removal. Each email identifies one specific reason the user hasn't fully engaged and eliminates it.
Email 1 removes confusion about what's left to do. Email 2 removes uncertainty about the first transaction. Email 3 removes the assumption that the product has situational limits. Email 4 removes the idea that the yield feature requires any action at all.
The tone stays consistent throughout: direct, unhurried, never pushy. Each email is short enough to read in the moment it arrives and specific enough to move the user one step forward without overselling the next.
As a funnel, it doesn't feel like a funnel.
View email sequence
Unco email funnel