Palm is an early stage fintech startup focused on helping small businesses. I was brought on board in Q4 2023 to build the brand as a consultant and served as Fractional CMO in 2024 to support several product pivots.

As part of Stage 1 in building Palm’s brand, the opportunity became clear that at the highest level, small business owners have a lot of chaos in their lives, and need peace of mind and simplification, above all else. Palm’s initial product strategy was an automated, AI-based cash flow tool that provided small business owners updates on how they are spending their money and opportunities to save, based on their spending and biggest expenses.

As part of our initial brand book, we build out a strategic brand house along with all core brand elements across channels, using Palm’s brand house rooted in data and strategy to create a beautiful brand rooted in a vision of peace and prosperity for small business owners everywhere.

Then, Palm’s product pivoted - as it tends to do in startups. This pivot included moving from a cash flow-based tool for SMBs to a digital wallet/profile concept, so we re-addressed our value props and designs to a more streamlined design and transparent, direct tone.

As Palm continues to build out it’s product set, they now have a firm foundation rooted in a brand with a clear founder vision, mission and value prop and both emotive & functional modular design assets. It was a pleasure, learning and reward to work with the team to build this brand from scratch and it will be exciting to see where it goes with over 2000 members already!

I also worked with Palm to build out their entire Marketing and MX strategy, which they are currently working to bring to life as they progress on their product roadmap.

P.S. I couldn’t have led this great work without super talented mega designer Chloe Dovey!

Palm’s Instagram feed

getpalm.com/blog

Palm Finance