Member Exclusive

‘Brand is the tide that lifts all boats’: Inside the evolution of Varo’s brand

  • Varo’s ambitious “A bank for all of us” campaign highlights its maturation into a national bank.
  • The bank's chief brand officer spoke at Tearsheet’s Acquire Conference about building a next generation challenger bank brand.
close

Email a Friend

‘Brand is the tide that lifts all boats’: Inside the evolution of Varo’s brand

Varo’s emergent evolution from a mobile app to a national bank has allowed it to expand its services for a growing customer base. The challenger bank has shaped its brand strategy to mirror this expansion by recently launching its multi-million dollar brand campaign “A bank for all of us” across television, radio and Super Bowl advertising slots. 

https://www.youtube.com/watch?v=UZ2jSaHvNX4

The campaign champions financial opportunity, diversity and inclusion by emphasizing America’s local communities. It reimagines money by featuring ordinary Americans as the faces on a $20 bill. The ambitious campaign is a major milestone for the young brand. 

Varo’s chief brand officer Halle Hutchison spoke at Tearsheet’s 2021 Acquire Conference about what it takes to build a growing challenger bank brand for the next generation. According to Hutchison, the community oriented bank aims to position itself as a lifestyle brand in order to forge a more meaningful relationship with consumers.


This content is available exclusively to Tearsheet Outlier members.

Tearsheet Outlier information and signup Missing out? Subscribe today and you’ll receive unlimited access to all Tearsheet content, original research, exclusive webinars and events, member-only newsletters from Tearsheet editors and reporters and much more. Join Outlier now — only $49/mo. Already an Outlier member? Sign in to your account

0 comments on “‘Brand is the tide that lifts all boats’: Inside the evolution of Varo’s brand”

Member Exclusive, New banks

Banking Briefing — January 17, 2022

  • Overdraft fees have been under a lot of scrutiny recently, and more banks want to show they're above this revenue source.
  • But can banks really get away with getting rid of these unpopular fees while still staying afloat?
Rivka Abramson | January 17, 2022
Member Exclusive, Payments

Payments Briefing: Behind Papaya’s bill payment technology

  • This week, we take a look at how Papaya uses AI to simplify bill payments for consumers and merchants.
  • We also explore PayPal’s entry into the stablecoin race, and how payments are increasingly becoming “invisible”.
Ismail Umar | January 13, 2022
Member Exclusive, Online Lenders

Lending Briefing: GM, Marcus by Goldman Sachs and in-car shopping

  • In this week's Lending Briefing, GM and Marcus by Goldman Sachs launch a new partnership, products.
  • The tie-up provides some insight into new rewards programs as well as in-car commerce.
Iulia Ciutina | January 12, 2022
Blockchain and Crypto, Member Exclusive

Bankchain Briefing: 2021 – a historic year for crypto

  • Tearsheet’s bi-weekly Bankchain Briefing gives you a bird’s eye view of all that’s happening in the world of DeFi and crypto.
  • This week, we take you through some of our most important and impactful crypto stories over the past year.
Ismail Umar | January 11, 2022
Member Exclusive, New banks

Banking Briefing: Sinking public neobanks

  • The market hasn't been kind to newly-minted public neobanks.
  • Firms like Dave are experiencing a sinking share price as investors say 'meh' on their prospects and valuations.
Zachary Miller | January 10, 2022
More Articles