Simplifying FinTech: Bridging the Knowledge Divide
Project Overview
At Airstar Bank, my task was to analyze why our fintech banking usage wasn’t resonating with the audiences we wanted—specifically younger users—and determine how to bridge the gap between what we were saying and what people actually understood. The goal was to build a strategy that increased trust, literacy, and engagement before pushing product adoption.
The Problem
A review of Airstar’s survey toplines revealed a key issue:
The general public had low financial literacy, especially around fintech concepts like APR, compound interest, and digital lending.
Our product messaging assumed users already understood fintech—but most did not.
This made our acquisition campaigns feel too technical, too abstract, and out of touch with real user needs.
We were targeting “general public,” but the audience most receptive to fintech—college students and young adults—was underserved.
Insight:
Before selling products, we needed to educate. Trust and understanding were missing from the conversation.
Methodology
We approached the challenge through both data analysis and strategic repositioning.
1. Audience Insight & Survey Analysis
Reviewed toplines from thousands of survey responses.
Identified a mismatch between intended audience (Gen Z/young professionals) and actual active users (older, risk-averse individuals).
Mapped core knowledge gaps in digital banking, interest rates, and virtual credit systems.
2. Market Benchmarking
Looked at other Hong Kong virtual banks and found:
Messaging was either overly technical or overly promotional.
Very few brands simplified fintech concepts or educated audiences clearly.
3. Two-Step Strategic Framework
Step 1: Target College Students (HKU & CUHK) First
They showed:
Higher curiosity
Greater digital adoption
More trust in new financial tools
Proposed campus initiatives:
Booths with interactive demos
Bite-size finance lessons
Fun giveaways to increase foot traffic
Peer-led conversations to humanize banking
Purpose: Build familiarity and trust before product messaging.
Step 2: Launch an Educational Comic Series (“Tin仔 Finance”)
A visual IP series turning complex fintech topics into simple, engaging stories.
Key features:
Digestible, funny, story-driven
Explained one financial concept per comic
Distributed on LinkedIn, Instagram and Airstar’s blog
Designed to reduce skeptical and increase confidence
This shifted Airstar from being “exclusive” to being a helpful educational brand.
Key Findings
1. Users won’t convert without understanding
Airstar needed education-first messaging, not product-first.
2. Gen Z is the most promising demographic
They’re tech-comfortable, willing to learn, and more open to digital banks.
3. Fintech needs simplification
Users respond best to visuals, narrative, and analogy-based explanation.
4. Trust grows from transparency
Educational content improves perception and reduces fear around digital banking.
Impact
Our strategy laid the foundation for:
Airstar’s shift toward financial education as a brand pillar
Internal alignment on messaging priorities (education → interest → acquisition)
New youth-focused outreach opportunities at HKU & CUHK
Higher engagement potential through comic-based IP
A clearer understanding of Airstar’s real communication challenges
My Role
Identified core knowledge gaps
Co-developed the two-step strategic framework
Scripted concepts for “Tin仔 Finance” comic series
Collaborated with the marketing team on outreach recommendations
Synthesized findings into a structured narrative for leadership
