From Fragmented Marketing to a Scalable Growth Engine
When we first partnered with iCapital, they were several years in.
The business had demand, but the marketing was holding back sales.
Their brand and messaging didn’t reflect the credibility of their offering, the website was basic, and lead generation relied heavily on direct mail. Leads were managed manually, often on paper, making it difficult to track performance or build a repeatable system for growth.
At the same time, the competitive landscape was evolving quickly. iCapital had been an early entrant in online lending, but new competitors were entering the market—and many were copying messaging, positioning, and visual approaches.
Standing out was becoming harder.
The business had demand, but the marketing was holding back sales.
Their brand and messaging didn’t reflect the credibility of their offering, the website was basic, and lead generation relied heavily on direct mail. Leads were managed manually, often on paper, making it difficult to track performance or build a repeatable system for growth.
At the same time, the competitive landscape was evolving quickly. iCapital had been an early entrant in online lending, but new competitors were entering the market—and many were copying messaging, positioning, and visual approaches.
Standing out was becoming harder.
The starting point
BACK TO PORTFOLIO
- Multi-year marketing strategy & planning
- Brand strategy, positioning & rebranding
- Website redesign & digital experience
- Integrated multi-channel marketing (digital, social, radio, TV, events)
- Direct mail program evolution & integration
- Content & SEO development
- Association partnerships & industry presence
- Lead tracking, CRM implementation & pipeline management
- Marketing automation & funnel optimization
- Conversion optimization & application process improvements
- Performance tracking, attribution & reporting
- Ongoing brand, UX & technology evolution
WHAT WE DID
Phase 1: Establishing credibility and direction
We clarified positioning, refined messaging, and introduced a more polished brand. A new website followed—designed to build trust, improve usability, and support conversion.
From there, we launched a simple but effective integrated marketing program, expanding beyond a single channel to include digital advertising, content, and association participation.
The goal was to establish a credible, consistent presence in a rapidly growing and increasingly competitive market.
From there, we launched a simple but effective integrated marketing program, expanding beyond a single channel to include digital advertising, content, and association participation.
The goal was to establish a credible, consistent presence in a rapidly growing and increasingly competitive market.
We started with strategy.
Phase 2: Making marketing measurable
With the foundation in place, we focused on visibility and control.
We implemented lead tracking, reporting, and a CRM, replacing manual processes with a structured system. This allowed the team to:
Marketing decisions became data-driven.
We implemented lead tracking, reporting, and a CRM, replacing manual processes with a structured system. This allowed the team to:
- Understand monthly fluctuations
- Identify high-performing channels
- See where prospects were dropping off in the funnel
Marketing decisions became data-driven.
Phase 3: Scaling and differentiating
Once we understood performance, we scaled what worked.
The program expanded into a multi-channel system that included digital ads, social, content, direct mail, events, and partnerships. We also introduced video, radio, and television as the brand matured.
At the same time, differentiation became critical.
As competitors replicated messaging and visuals, we continuously evolved iCapital’s brand, positioning, and creative to stay ahead. This included multiple refinements and a major rebrand informed by market testing and competitive analysis.
The program expanded into a multi-channel system that included digital ads, social, content, direct mail, events, and partnerships. We also introduced video, radio, and television as the brand matured.
At the same time, differentiation became critical.
As competitors replicated messaging and visuals, we continuously evolved iCapital’s brand, positioning, and creative to stay ahead. This included multiple refinements and a major rebrand informed by market testing and competitive analysis.
Phase 4: Optimization, technology, and conversion
Once we understood performance, we scaled what worked.
The program expanded into a multi-channel system that included digital ads, social, content, direct mail, events, and partnerships. We also introduced video, radio, and television as the brand matured.
At the same time, differentiation became critical.
As competitors replicated messaging and visuals, we continuously evolved iCapital’s brand, positioning, and creative to stay ahead. This included multiple refinements and a major rebrand informed by market testing and competitive analysis.
The program expanded into a multi-channel system that included digital ads, social, content, direct mail, events, and partnerships. We also introduced video, radio, and television as the brand matured.
At the same time, differentiation became critical.
As competitors replicated messaging and visuals, we continuously evolved iCapital’s brand, positioning, and creative to stay ahead. This included multiple refinements and a major rebrand informed by market testing and competitive analysis.
Over time, our integrated marketing program has delivered sustained growth despite being in a highly competitive industry.
Website traffic increased by more than 1,100%
Conversion activity increased by more than 7,000×
Lead generation evolved from manual processes to a scalable, multi-channel system
This chart illustrates this dramatic transformation using indexed data.
Website traffic increased by more than 1,100%
Conversion activity increased by more than 7,000×
Lead generation evolved from manual processes to a scalable, multi-channel system
This chart illustrates this dramatic transformation using indexed data.
The result: Sustained growth in a competitive industry
long-term integrated marketing impact
Red - Lead Growth | Purple Traffic Growth
“After years of working with Hop Skip, we can proudly say today we are the leader in our industry. Our brand has consistently been a leader in our category from coast to coast. Hop Skip reports on where our marketing dollars are best spent and which tactic is producing the greatest results. Even in the most challenging of situations, there is always an answer, a new way of doing things or simply a great idea. They have earned our trust, and they have done this by generating incredible results.”
Domenic Sgambelluri, iCapital
Domenic Sgambelluri, iCapital
