Turning a Startup Idea into a Fully-Launched Reality

Virtual Marketers partnered with Paul and Matt and the IPromise team to turn their fintech startup product into a commercially launched reality. We delivered multiple projects starting with a comprehensive go-to-market strategy, a new website and detailed brand guidelines. We also planned, developed and executed their launch strategy and campaign to introduce their payment protection product, IPromise, to their market in Aotearoa New Zealand.


IPromise is a New Zealand-based web app fintech startup. Their app secures client payments before a project or service is started enabling businesses to receive immediate payment upon successful project completion. No more waiting a month to get paid – payment appears within hours of the product being completed and agreed online. The innovative IPromise team approached Virtual Marketers in late 2021 for advice on how they should approach marketing for their product idea, and our partnership grew from there.

Initially IPromise were looking for marketing and branding support only, however we soon agreed they needed a search market analysis to identify market opportunities in New Zealand, as well as assistance developing and finessing their brand identity.

This was just the start of an extensive, genuine and truly rewarding partnership.


We started with a brand workshopping session to develop IPromise’s tone of voice and overall brand experience. They faced challenges developing their brand’s direction and were able to lean on our expertise to help refine this and build an identity to have maximum target market appeal.

Following this, VM developed a comprehensive go-to-market strategy for IPromise with a plan to create awareness, and turn those who showed interest into actual customers. We identified two regions, Auckland and Christchurch to focus campaign investment on in the beginning. We then delivered a complex campaign across various platforms including paid and organic Facebook and Instagram, PR, Google search and display.

We also designed, wrote, built and launched their website – giving them a customer-focused platform to drive people to. We continue to create search engine-optimised content for their website, including blogs, guides, and other resources.

VM’s content expertise was also utilised when we worked in partnership with IPromise to build out a suite of helpful organic content to ensure they’d reduce their reliance on paid traffic over time. This was done strategically knowing they’re a startup and need to keep driving traffic to their site and other channels without always spending big on paid content sources.

One of the most extensive pieces of this puzzle was the creation of nine onboarding user journeys through Campaign Monitor. This ensured users would go through the extensive two-step verification easily, while being supported along their journey with a variety of carefully planned messaging to ensure good outcomes.

To top it all off we developed brand look and feel guidelines to help them consistently bring the IPromise brand to life as they continue to grow.

Key Outcomes:

VMs partnership with IPromise demonstrates that we mean it when we say we’re not an agency, we’re one of the team. IPromise’s motivated and energetic team had an awesome concept, and VM matched their enthusiasm, bringing our marketing expertise and varied brand, website, campaign, content and marketing automation skill sets to make their product a reality.

  1. Successful go-to-market strategy has seen hundreds of thousands of dollars go through IPromise in the form of payments between Clients and Providers,
  2. Design and build of an entire website from start to finish at minimal startup cost,
  3. Strategic organic content creation up front to reduce reliance on paid media in the future,
  4. Strong, honest and positive relationship that continues to scale, build and grow as IPromise does.
"Virtual Marketers have been outstanding right from our very first meeting. They clearly and transparently scoped up the work required and provided us with an excellent marketing plan for our company (IPromise) and now are executing it with precision. Value for money has been excellent and we feel Dan, Jimmy and Fran really care about our success and have worked extremely hard to help us achieve our goals. They haven't been scared to challenge our thinking which has made us so much better. Thanks VM you are a fantastic team and we are lucky to have you as part of ours."

Paul Veric, Co-Founder of IPromise
Marketing Teams