How data analysis led to an award-winning concept.
A new campaign that positions "boring" as a competitive advantage in fintech just earned Multiply CMO Magnus Wretblad coverage in Resume.se — and the data behind it came from our own analysis platform.
Finding the Real Problem
When Riverty approached Magnus and the creative collective Noerd (one of Multiply's customers) they wanted a typical fintech campaign. But Multiply's AI-powered marketing analytics revealed something different: 51% of consumers feel anxious about digital financial services.
"The data completely reshaped our thinking," Magnus explains. "While everyone else was promising disruption, consumers were craving stability."
This insight changed everything. The data showed consumers valued trust over innovation, so they made "boring" the differentiator. Instead of competing on flashy features, the campaign positioned Riverty as deliberately boring. Stable. Predictable. Exactly what anxious consumers actually need.
The Results Speak
Riverty processes 80 million transactions monthly with an NPS of 48 — proof that "boring" works. The campaign, created with former Forsman & Bodenfors talents at Noerd, shows what happens when data insights drive creative thinking.
"The data was crystal clear," says Magnus. "In a market full of disruption talk, being boring was the most disruptive thing we could do."
The campaign's success demonstrates how data-driven insights, when paired with bold creative thinking, can challenge entire category conventions.