​Section I: Crafting the core value prop​

​Step 1: Understand the product

1.1 What if your product really is in the business for?

Verifany is in the business of empowering trust and transparency in financial and identity verification processes through the use of AI and open banking data.

1.2 What problem does your product solve?

Verifany solves the problem of unreliable, time-consuming, and complex financial and identity verification processes. It provides a secure, accurate, and user-friendly platform that simplifies verification tasks for various stakeholders.

1.3 What are some customer benefits?

• Trust and Confidence: Provides reliable and accurate verification, building trust in financial and identity-related decisions.
• Efficiency: Saves time and reduces hassle with a seamless, easy-to-use process.
• Security: Ensures data privacy and security with advanced encryption protocols.
• Transparency: Offers clear and transparent processes for data usage and storage.
• Cost-Effectiveness: Affordable solution providing high value for money.

1.4 How is your user currently solving this problem?​

Users currently rely on manual processes, third-party services, and cumbersome paperwork to verify financial and identity information. These methods are often time-consuming, prone to errors, and lack transparency and security.

​Step 2: Define Jobs To Be Done (JTBD) of your brand

2.1 Is your product operating in a new category or an existing one?​

Verifany is operating in an existing category of financial and identity verification but introduces a new approach by leveraging AI and open banking data.

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Verifany distinguishes itself by providing a more secure, accurate, and user-friendly platform compared to traditional verification methods. It optimizes for trust, efficiency, and transparency, areas where competitors may fall short.

2.2 Is your product a push or a pull product? How will the JTBD of your product changes based on it's category and type of product.

Verifany is primarily a pull product in an existing category. Verifany's JTBD include:

• Distinctiveness: Verifany needs to establish a unique identity by highlighting its innovative use of AI and open banking data.
• Preference: Verifany must demonstrate superior benefits over competitors to become the preferred choice.
• Trust: Building and maintaining trust through robust security measures and transparent practices is crucial.

​Step 3: Understanding your user (define ICP)​

The Ideal Customer Profiles (ICPs) for Verifany include:

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1. Landlords and Property Managers
Landlords and property managers need reliable verification of potential tenants' financial stability and payment history to ensure timely rent payments and minimize risk.
Need: Assess tenant financial stability and reliability.

Benefit: Verifany provides real-time verification of tenants’ ability to pay rent and their payment history, reducing the risk of defaults.

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2. Financial Lending & Credit
Financial institutions and lenders require accurate assessments of applicants' creditworthiness and financial stability to make informed lending decisions and reduce the risk of default.
Need: Evaluate borrower’s creditworthiness and financial health.

Benefit: Verifany offers accurate, up-to-date financial data to lenders, enabling better risk assessment and faster loan approvals.

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3. Employers & Freelancers
Employers and freelancers need to verify payment histories and financial stability to ensure reliable employment or contracting relationships and to avoid payment disputes.
Need: Verify payment history and financial stability of freelancers and small businesses.

Benefit: Verifany ensures reliable financial assessments, helping employers and freelancers build trust and secure engagements.

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4. Business-to-Business Transactions

Businesses engaging in transactions with other businesses need to verify the financial stability and reliability of partners and suppliers to ensure smooth operations and minimize financial risk.

Need: Determine the financial health and payment reliability of business partners.

Benefit: Verifany delivers comprehensive financial insights, aiding businesses in making informed decisions and reducing credit risk.

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5. Personal Financial Arrangements

Individuals entering into personal financial agreements, such as loans or shared expenses, need to verify each other's financial stability and payment history to build trust and ensure commitment.

Need: Verify financial commitments and stability in personal agreements.

Benefit: Verifany provides accurate financial data, ensuring transparency and trust in personal financial dealings.

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6. Investment & Financial Planning

Investors and financial planners require verification of financial health and investment portfolios to make informed decisions and manage risk effectively.

Need: Assess financial health and investment profiles for planning purposes.

Benefit: Verifany offers detailed financial evaluations, supporting better investment decisions and financial planning.

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7. Insurance Purposes

Insurance companies need to verify applicants' financial histories and current stability to assess risk accurately and determine appropriate premiums.

Need: Validate the financial background and payment history of policy applicants.

Benefit: Verifany delivers real-time financial verification, enabling insurers to assess risk accurately and streamline policy issuance.

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8. Peer-to-Peer Marketplace Transactions
Participants in peer-to-peer marketplaces need to verify the identities and payment capabilities of buyers and sellers to ensure trustworthy and smooth transactions.
Need: Confirm the identity and financial reliability of buyers and sellers.

Benefit: Verifany ensures secure transactions by verifying financial data and user credibility, enhancing trust on peer-to-peer platforms.

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9. Roommate & Shared Living Arrangements
Individuals seeking roommates need to verify potential roommates' financial stability and reliability to ensure they can meet rent and utility obligations and maintain a harmonious living environment.

Need: Verify potential roommates’ ability to share rent and other expenses.

Benefit: Verifany provides financial verification to ensure potential roommates can meet their financial obligations, reducing conflicts and risks.

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10. Travel & Hospitality
Hosts and service providers in the travel and hospitality industry need to verify guests' identities and payment capabilities to ensure safety, trust, and smooth service delivery.
Need: Confirm the financial capability and identity of guests for rentals and services.

Benefit: Verifany enables hosts and service providers to verify guests’ financial status, ensuring secure and reliable transactions.

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Within these we are starting off with the first one of Landlords & Property Managers and focusing specifically on the Landlord <> Tenant use use case. Landlords require potential tenants to establish their ability to be able to pay their monthly rent on time. Up until our solution, tenants would solve for this by providing their Landlords with their Bank statements. It is hard to ascertain whether the bank statement is original or a fake. But Verifany solves for in a full proof way. The landlord starts by creating a Verifany URL that he send to the potential tenant. The tenant then clicks the link, logs into his online bank account and gives access to his transaction history to Verifany. Verifany can then answer the questions posed by the landlord such as minimum disposable income, average monthly earnings while also establishing the authenticity of the tenant etc.

Step 4: Articulating the core value prop

For landlords, lenders, employers, businesses, and individuals who need secure and accurate verification, our service Verifany is a financial and identity verification platform that provides reliable, efficient, and transparent verification using AI and open banking data.

Landlords and Property Managers

For landlords and property managers who need to assess tenant financial stability and reliability, our Verifany service is a financial verification platform that provides real-time verification of tenants’ ability to pay rent and their payment history, reducing the risk of defaults.

Financial Lending & Credit

For financial lenders and credit providers who need to evaluate borrower’s creditworthiness and financial health, our Verifany service is a financial verification platform that offers accurate, up-to-date financial data to lenders, enabling better risk assessment and faster loan approvals.

Employers & Freelancers

For employers and freelancers who need to verify payment history and financial stability, our Verifany service is a financial verification platform that ensures reliable financial assessments, helping employers and freelancers build trust and secure engagements.

Business-to-Business Transactions

For businesses engaging in B2B transactions who need to determine the financial health and payment reliability of partners, our Verifany service is a financial verification platform that delivers comprehensive financial insights, aiding businesses in making informed decisions and reducing credit risk.

Personal Financial Arrangements

For individuals entering personal financial agreements who need to verify financial commitments and stability, our Verifany service is a financial verification platform that provides accurate financial data, ensuring transparency and trust in personal financial dealings.

Investment & Financial Planning

For investors and financial planners who need to assess financial health and investment profiles, our Verifany service is a financial verification platform that offers detailed financial evaluations, supporting better investment decisions and financial planning.

Insurance Purposes

For insurance providers who need to validate the financial background and payment history of policy applicants, our Verifany service is a financial verification platform that delivers real-time financial verification, enabling insurers to assess risk accurately and streamline policy issuance.

Peer-to-Peer Marketplace Transactions

For participants in peer-to-peer marketplaces who need to confirm the identity and financial reliability of buyers and sellers, our Verifany service is a financial verification platform that ensures secure transactions by verifying financial data and user credibility, enhancing trust on peer-to-peer platforms.

Roommate & Shared Living Arrangements

For individuals seeking roommates or shared living arrangements who need to verify potential roommates’ ability to share rent and expenses, our Verifany service is a financial verification platform that provides financial verification to ensure potential roommates can meet their financial obligations, reducing conflicts and risks.

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Travel & Hospitality

For hosts and service providers in the travel and hospitality industry who need to confirm the financial capability and identity of guests, our Verifany service is a financial verification platform that enables verification of guests’ financial status, ensuring secure and reliable transactions.

​Section II: Find your brand wedge​

​Step 1: Answer 5 core questions

1.1 What are some category insights? What are the top problems the category is suffering from?​

• Trust Deficit: Many services in the financial verification and identity verification space suffer from a lack of trust due to data breaches and misuse of information.
• Complexity and Inconvenience: Current processes for verification are often complex, time-consuming, and inconvenient for users, requiring multiple steps and extensive paperwork.
• Inaccuracy: Inaccurate or outdated information can lead to poor decision-making.
• Data Privacy Concerns: Users are increasingly concerned about how their financial and personal data is being used and stored.
• High Costs: Many verification services are expensive, making them less accessible to small businesses and individuals.

1.2 What are your user problems? What are the top problems the user faces?​

• Trust and Security: Users are concerned about the security of their financial and personal data.
• Ease of Use: Users want a seamless, easy-to-navigate process for verification.
• Accuracy and Reliability: Users need accurate and up-to-date information to make informed decisions.
• Cost: Users are looking for affordable solutions that provide good value for money.
• Transparency: Users want to understand how their data is being used and need clear, transparent processes.

1.3 What are your user non-negotiables?​

• Data Security: Absolute assurance that their data will be kept secure and confidential.
• Accuracy: High levels of accuracy and reliability in the information provided.
• Transparency: Clear and transparent processes for how data is collected, used, and stored.

1.4 What are your user negotiables?​

• Cost: While users prefer affordable solutions, they may be willing to pay a premium for high security and accuracy.
• Speed: Users may tolerate slightly longer processes if it ensures better accuracy and security.
• Features: Additional features like detailed reports or extended support are appreciated but not critical.

1.5 And finally, what are their aspirations?​

• Trust and Confidence: Users aspire to feel confident and secure in their financial and identity-related decisions.
• Efficiency: Users want quick and easy solutions that save time and reduce hassle.
• Empowerment: Users aspire to have the tools and information they need to make informed decisions and protect their interests.

​Step 2: Define your brand wedge​

Put down the category problem, the user pain point and the user non negotiable

"If category perception [category problem] & my user feels [a specific user pain point], then my brand will always solve for [user non-negotiable]"

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"If category perception is a lack of trust and complexity in processes & my user feels concerned about data security and accuracy, then my brand will always solve for data security and transparency."

​Step 3: How will your brand look?

Qualify the brand look with an adjective

"I am [brand look adjective] but I am not [qualifying adjective]"

"I am modern and trustworthy but I am not overly complicated or intimidating."

​Step 4: How will your brand speak?

Qualify the brand speak with an adjective

"I am [brand tone adjective] but I am not [qualifying adjective]"

"I am reliable and transparent but I am not technical and confusing."

​Step 5: How will your brand behave?​

Qualify the brand speak with an adjective

"I am [brand behavior adjective] but I am not [qualifying adjective]"

"I am reliable and transparent but I am not opaque or evasive."

Section III: Apply brand on & off the product

Step 1: Take screenshots of the following.

Verifany > Home Page

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Verifany > Requester Flow > # of Question Selection Screen

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Verifany > Requester Flow > Question Selection Screen

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Verifany > Requester Flow > Bank Account Access Screen

Verifany > Requester Flow > Verification Successful Screen

Verifany > Requester Flow > Payment Completion & Verification Sent Screen

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Verifany > Requestee Flow > Welcome Screen

Verifany > Requestee Flow > Bank account information Screen

Verifany > Requestee Flow > Verification Complete Screen

Step 2: Apply the brand footprint to changing copy across every single touchpoint.

Here’s how we can ensure that the copy aligns with the brand values of being clear, professional, and supportive:

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Homepage Tagline and Description:

Current: "AI meets Open Banking for Landlords & Tenants"

Improved: "Simplify and Secure Tenant Verification with AI-Driven Open Banking"

Description: "No more sharing bank statements. Easily create a Verifany link for your tenant who can get verified using open banking data."

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Features Section:

Current: "Enhancing trust via Open Banking for Bank Account data verification"

Improved: "Build Trust and Confidence with Real-Time Bank Account Verification"

Each feature should clearly state the benefit:

"Build Trust from the Start" can be improved to "Start with Trust: Verify tenants instantly and securely."

"Reduce Risk, Increase Confidence" can be improved to "Minimize Risk: Ensure financial stability and gain peace of mind."

"Save Time, Simplify Verification" can be improved to "Save Time: Streamline verification with automated, reliable checks."

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Use Cases Section:

Current: "Verification Use Cases"

Improved: "Comprehensive Verification for Every Need"

Each use case should explicitly mention the pain points it solves and the benefits:

Example: "Verify tenant’s financial viability, rental payment history, council tax payments, and average monthly income."

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Pricing Section:

Current: "We've got a plan for you. Simple, transparent pricing"

Improved: "Flexible and Transparent Pricing Plans for Every Need"

Ensure the pricing tiers clearly communicate the value and benefits.

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FAQ Section:

Make sure each FAQ clearly answers the questions in a supportive and professional tone.

Example: "What is Verifany?" can be answered with: "Verifany is a leading platform that uses open banking data to provide accurate and secure identity and financial verification."

Homepage Subheader:

Current Copy: "No more sharing bank statements, simply share a Verifany link for your tenant who can get verified using open banking data"

Proposed Copy: "Eliminate the hassle of bank statements. Share a Verifany link and verify tenants effortlessly through open banking."

Step 3: Apply the brand footprint to the visual design across every single touchpoint.

Here’s how we can align the visual design with the brand values of being modern, clear, and trustworthy:

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Color Scheme and Fonts:

Ensure the color scheme is consistent and conveys trust (e.g., blues and whites).

Use clean, modern fonts that are easy to read.

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Layout and Imagery:

Maintain a clean and uncluttered layout.

Use professional and relevant imagery that supports the text.

Incorporate icons and graphics that illustrate the benefits and features clearly.

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Buttons and CTAs:

Ensure buttons are prominent and clearly labeled with actions (e.g., “Create Verification Link”).

Use consistent styling for buttons and CTAs across all pages.

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Navigation:

Ensure the navigation is intuitive and allows users to easily find information.

Use clear and concise labels for menu items.

Step 4: Apply the brand footprint to how you behave with your users.

Ensure that all interactions with users reflect the brand values of being supportive, trustworthy, and non-intrusive:

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Customer Support:

Provide clear and helpful responses to user inquiries.

Ensure support channels (chat, email, phone) are easily accessible.

Current Approach: Standard FAQ and contact form.

Proposed Approach: Implement a chatbot for instant responses and a live chat feature for real-time support.

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User Onboarding:

Offer a guided onboarding process that helps new users understand how to use Verifany effectively.

Provide tutorials, FAQs, and support resources to assist users.

Current Approach: Basic step-by-step process.

Proposed Approach: Provide a guided tour for new users with tips and prompts to help them navigate the verification process efficiently.

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Communication:

Use a friendly and professional tone in all communications (emails, notifications, etc.).

Be transparent about data usage and privacy policies to build trust.

Current Tone: Professional and straightforward.

Proposed Tone: Friendly, supportive, and approachable. Use a conversational tone in emails, notifications, and support interactions.

Feedback:

Actively seek and incorporate user feedback to improve the service.

Communicate any updates or changes to the platform clearly and promptly.

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By applying these guidelines across every touchpoint, Verifany can ensure a consistent and strong brand presence that resonates with users and builds trust and loyalty.

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