Strategic Dossier · Fintech scale-up · London · 2022 to 2023

Sharegain

DisciplinesRebrand
Series-B communications
Events pillar
Brand and content system
RoleMarketing Associate, second key marketing hire, reporting to the Co-founder and CMO
Period2022 to 2023
EvidenceCredited by name in CōLab’s case study

“She brought high-impact initiatives that left a lasting mark, a tremendous asset to any team.”

Liad Amit · Co-Founder & CMO, Sharegain

A securities-lending platform scaling through its $64M Series B, the largest in the category at the time, and a full rebrand with CōLab. My role was the brand, communications and events around it, inside the marketing team, in real time.

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Context

Sharegain was scaling a securities-lending platform in a high-trust, regulated market, and building its marketing function in real time. I joined the marketing team in a high-exposure role spanning brand, growth, communications and executive collaboration, supporting the company through a major rebrand and its Series-B chapter. As part of the marketing and PR team, I helped communicate and promote the company's $64M Series B (led by WestCap, with Citi and others), publicly reported as the largest Series B in the securities-lending industry at the time. The raise was the company's; my role was the brand, communications and PR around it.

Challenge

A fast-moving fintech needed a coherent brand and a credible institutional voice, through a rebrand and a Series-B moment, without a large team. The structure problem: turning scattered activity into a consistent, investor-grade presence across every channel.

Method

Approach

01
Brand system
Supported the first rebrand and built consistent, targeted messaging across all platforms, down to a house position on British versus American spelling. Tone of voice, in public ↗
02
Series-B comms
Helped direct the Series-B marketing & communications plan and wider rollout, and the announcements that followed: the J.P. Morgan alliance ↗ and the US launch ↗.
03
Events as infrastructure
Led delivery of Inspire, the annual Success Partners event, and Sharegain's first industry event, co-hosted with Women in Securities Finance. The WISF evening ↗
04
Stakeholders
Built relationships across partners, the advisory board and external stakeholders; a sales-aligned events roadmap.
Receipts

The chapter, in public

Dated, linked, in the order it happened. Every claim above has a receipt below.

01
Joined at the Series B
Feb 2022
Started the week the $64M round led by WestCap was announced, with Citi, EJF Capital and Optiver, the largest Series B in securities lending to that date. The announcement ↗
02
Founder × investor film
Mar 2022
Boaz Yaari with Scott C. Ganeles of WestCap on the future of capital markets. The post ↗
03
Press
Apr 2022
FF News interview: “Sharegain’s plans for Securities Lending 3.0.” The feature ↗
04
The vision film
Jul 2022
Made with Screencult; the marketing team credited by name. The post ↗
05
The experts film
Jul 2022
“Our expertise, your advantage” five department heads on camera. The post ↗
06
Women in Securities Finance
Sep 2022
The first industry evening co-hosted with WISF, Borough High Street. The invitation ↗
07
Tone of voice
Oct 2022
The house position on British versus American spelling, argued in public. The post ↗
08
US launch
Feb 2023
“Sharegain is open for business in the US.” The post ↗
09
J.P. Morgan
Apr 2023
The strategic alliance announced. The post ↗
The event

Inspire

The annual Success Partners event. Conceived by the founders; planning and delivery led by me, with the marketing team.

Sharegain served a high-trust, regulated market where the buying decision is made slowly and in person. Inspire existed to put the partners who carried the business into one room, not as an audience for a pitch, but as the people the company was built around.

The keynote was given by Ben Ryan, and the line his talk turned on became the one people repeated afterwards:

The standard you walk past is the standard you become.Ben Ryan · keynote, Sharegain Inspire

An event is many moving parts held by a small team. What made it work was trusting the people delivering it, the same principle the rest of this dossier describes, applied to a room instead of a brand. It ran again the following year.

Inspire · the room, Ben Ryan on stage
Inspire · Boaz Yaari, Ben Ryan, Matt Barnett, Keren Halperin
See the post →
Proof Her strategic insights and creative capabilities played a pivotal role in enhancing Sharegain’s brand visibility… including a rebrand, resulting in a measurable increase in user acquisition and retention. Susan C. Peters · then Head of Americas, Sharegain, managed Michelle directly

Brand work from the wider transformation appeared in Sharegain's Money20/20 presence. Contributed to the rebrand rollout and Series-B communications; led planning and delivery for key client and industry events.

Gallery
Series-B campaign creative · “Transforming capital markets”
“Earn Your Share” · the rebrand campaign, in market
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