Lana M. Ugurtas

Insights

Business Blueprint: Big Picture Leaders want financial management tools that add simplicity, insight, and speed. However, they don't want to use the same provider for all of their financial accounts and services but want the ability to manage them from one place.

Business Line of Credit: Our audience wants more accessible funding that works for them and their businesses' needs. It can evolve with their business over time, giving them greater control to make bolder choices.

Payment Accept: SBO leaders are proud of their business and want to polish every aspect of their operations professionally. However, for many, the way they request and receive B2B payments can seem less than professional.

Business Checkin Account: SBOs are satisfied with their checking account due to low expectations, have little motivation to switch because of the time and effort involved, and fear losing out on the banking relationship they’ve developed over time.

Strategic Positioning:

Business Blueprint: An all-in-one-hub built to unlock ease, efficiencies, and insights for small businesses

Business Line of Credit: Built for taking the guesswork out of funding

Payment Accept: Seamless payments built for businesses that mean business

Business Checkin Account: Built for small businesses that deserve more

Background

American Express acquired Kabbage, a fintech startup that provided financial products to small businesses, such as Lines of Credit, Payment solutions, and checking accounts, and a dashboard that analyzed small businesses’ cash flow to provide recommendations and allow companies to plan better for the future. American Express decided to fold Kabbage products into its ecosystem. It relaunched them as American Express Blueprint, a centralized hub of interconnected accounts and services that offers ease, efficiency, and insights for Small business owners when they connect their Amex and non-Amex Cards and Accounts.

Ask

To identify marketplace positioning for each product, including Line of Credit, Payments, Checkin Accounts, Credit Cards, and Business Blueprint through primary and secondary research.

Problem

Small businesses have access to various financial products that address a different need. However, there is no connecting thread, so small business owners feel overwhelmed by the abundance of information.