Interestingly, when we looked at what competitors were doing, we noticed a direct relationship between the tone of voice in the market and the complexity of the case. For example, bigger businesses (and ultimately, bigger deals) would be targeted with more support-focused language, with offers from insolvency experts to help them with their ‘burden’ and ‘make things easier’ in ‘challenging times’. When it came to smaller businesses, however, they were simply being funnelled into insolvency directly, with the approach being to close their companies as quickly and as cheaply as possible.
The most glaring issue is that those smaller enterprises are often family businesses, or businesses that people have invested their entire lives into. It’s therefore devastating for those involved to have to file for insolvency and to see their work disappear. We felt there was an opportunity to own this space – offering the support and warmth needed for those smaller businesses while still simplifying the process for them and avoiding a disconnected, transactional experience.
Our overarching goal was therefore to offer these simple solutions at affordable costs, stripping away the complexity of the insolvency process and communicating with these clients in a warm and empathetic way, while still maintaining a voice of expertise and professionalism.