Case Study: Viably achieves $21M seed funding with New Kind's naming and brand strategy

Viably wins $21mm in seed funding with New Kind

The customer, Viably, an early-stage fintech startup, faced the challenge of building its brand identity while simultaneously developing its product and strategy. They needed to establish a name and foundational messaging that would be relatable to ecommerce businesses and provide room for future growth. They engaged the vendor, New Kind, for services including naming, positioning, and storytelling.

New Kind developed the name "Viably" and a comprehensive brand story centered on the idea of helping businesses "Dream Boldly, Run Viably." This new positioning presented Viably as a trusted, human-centric banking partner for ecommerce businesses. The solution was a success, directly enabling Viably to secure $21 million in seed funding, which allowed them to better serve their customers and grow their business.

Viably