Brands2life PR helped Financepeer, an education fee financing company, become a leader in its segment with a 60% market share.
2019, Financepeer, an Education Fee Financing Company, faced a challenge in
educating the public about its innovative service, often mistaken for a
traditional education loan. To tackle this, Financepeer engaged Brands2life PR
to enhance awareness, change misconceptions, and drive adoption. Through
strategic planning, innovative outreach, and leveraging high-profile
endorsements, Financepeer witnessed a significant shift in market perception
and achieved remarkable growth.
Problem Statement: Financepeer faced a lack of understanding and misconceptions about
its fee financing model, hindering its market penetration. The concept was
often equated with traditional education loans, resulting in a lack of interest
and acceptance among the target audience, including educational institutions
Agency Involvement: Brands2life PR embarked on a comprehensive campaign to redefine
Financepeer’s image and educate the public about fee financing. The agency
utilized various communication tools such as opinion articles, long-format
stories, interviews, industry analyst articles, and leveraging available
reports to advocate for Education Fee Financing. Efforts were also directed
towards educating educational institutions and parents about the benefits of
fee financing, supported by engaging case studies to increase interest and
- Concept Level Awareness Building:
Developed a strategic narrative to distinguish fee financing from
conventional education loans.
- Engagement with Key Stakeholders:
Collaborated with educational institutions and parents to communicate the
benefits of fee financing, creating case studies for effective engagement.
- Celebrity Endorsement: Appointed
Indian Cricket Captain Rohit Sharma as Financepeer's Brand Ambassador in
2021, significantly enhancing the company's market presence and
- Continuous Media Buzz and Marketing Support: Sustained media coverage and consistent marketing efforts led
to exponential growth in user base and institutional tie-ups.
Implementation: Brands2life PR executed a multifaceted communication plan that
utilized diverse media channels to disseminate the message. This included
leveraging opinion pieces, interviews, case studies, and high-profile
endorsements. The engagement strategy involved a sustained and consistent
approach, ensuring a comprehensive understanding of Financepeer’s fee financing
among various stakeholders.
- Market Expansion: Financepeer
witnessed remarkable growth, achieving 3 million users within three years
and securing partnerships with over 15,000 educational institutions.
- Financial Success: The strategic PR
efforts contributed to a successful fund raise of USD 31 million, marking
a significant milestone for the company.
- Industry Recognition: Financepeer's
founders emerged as key figures in the industry, gaining increased
recognition and trust among stakeholders.
- Social Impact: Beyond financial
success, the concept also contributed to raising awareness about quality
education and mitigating school dropouts, especially during the
challenging times of the COVID-19 pandemic, preventing the collapse of
several educational institutions.
PR's innovative strategies and comprehensive communication outreach not only
reshaped the perception of fee financing but also contributed to the
exponential growth of Financepeer. The company's enhanced market position,
financial success, and social impact stand as a testament to the power of
strategic PR in transforming a concept and an industry.