Powens transitions from Startup to Scale-Up
with B2B Marketing Agency Abiléo

In 2019, Budget Insight chose outsourced marketing to accelerate its growth.

Recently acquired by the U.S.-based growth equity fund PSG from the banking group Crédit Mutuel Arkéa, Budget Insight—now rebranded as Powens—was founded in 2012. This open banking pioneer supports 250 clients in France and across Europe in transforming financial services. It provides open banking and open finance technologies to both banks and startups, enabling them to create greater value for financial services users and unlock new growth potential.

Powens (ex Budget Insight) needed comprehensive support, from positioning strategy to operational marketing, to meet its ambitious growth objectives, expand across Europe, and prepare for a new round of funding.

The priorities of the shared marketing team were clear and numerous:

• Clarifying the company’s positioning;
• Crafting a compelling Value Proposal, and differentiating attractive key messaging;
• Establishing marketing fundamentals in “commando” mode to catch up with competitors;
• Upgrading the visual identity to reflect the company’s positioning and ambitions;
• Redesigning the website as both an expertise showcase and a lead generation tool, with use cases by sector;
• Redefining sales messaging and creating sales support materials tailored to market needs;
• Developing customer success stories to provide proof of the value proposition, highlight client success, and attract new prospects;
• Structuring a lead generation strategy through targeted campaigns and events;
• Launching inbound marketing campaigns to build thought leadership, create high-value content, and generate qualified leads;
• Leveraging social media to enhance visibility, boost employer branding, and support recruitment efforts;

Building a presence within the Fintech ecosystem to establish Powens (ex Budget Insight) as a key player, through partnerships with associations and top-tier journalists.

“Budget Insight is a tech company. Marketing wasn’t initially embedded in our DNA. We needed both marketing expertise, a deep understanding of our ecosystem, and an agile approach suited to our company’s size and hyper-growth strategy. Abiléo’s outsourced marketing model checked all the boxes.

Abiléo’s primary mission was to define our positioning and value proposition, adopt a more distinctive visual and graphic identity aligned with the financial services sector, and increase our visibility in a highly competitive market.

This work led to the redesign of our website and sales materials, highlighting our use cases and client success stories. Producing high-quality content and amplifying it on social media allowed us to boost our visibility and close the gap with other industry players.” N.R, Chief Commercial Officer, Powens.