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Media Strategy
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Public Relations Strategy

Paysend is a global payments ecosystem enabling consumers and businesses to pay and send money anywhere, through any means and in any currency. With global network operability through Mastercard, Visa, China UnionPay and local ACH and payment schemes, Paysend can move money to over 170 countries worldwide. 

After launching in the UK only, Paysend wanted to expand its business into the U.S. market, and they came to Alloy for help. We partnered with the ambitious company to increase awareness with the goal of helping Paysend reach the status of No. 1 remittance provider for Spanish-speaking communities sending money to friends and loved ones in Central and Latin America.

While Paysend was fairly known within the UK, the brand didn’t have any exposure outside its home country. On top of that, remittance competitors within the U.S. were already becoming household names and the go-to option for users wanting to avoid costly, slower and less secure options like wire transfers and personal checks.

But that wasn’t Paysend’s only issue. In advance of its next stage of growth, Paysend wanted to refresh its website and create a solid content strategy in order to bring the right prospects, at the right time to improve the odds of converting website visitors into new Paysend customers.

  • Building credibility in a new region

    While Paysend was well known within the UK market, there was no awareness of the brand within the U.S., opening the door to not only launch Paysend’s services within the U.S. market, but also build corporate momentum to position the company as a trusted source to move money across the globe. Alloy strategically mapped out a PR campaign to highlight everything from Paysend’s new executives’ aggressive growth goals to momentum for growing Paysend’s money network and technology partnerships to strengthen the product’s reach.

  • Reaching a new demographic

    After creating a big splash within the U.S. and cementing itself as the top remittance service for Spanish-speaking communities, Alloy created a communications and public relations strategy to increase Paysend’s coverage within media outlets reaching Spanish-speaking audiences. As a result, Alloy successfully secured Paysend in publications like Axios Latino, Progreso Hispano, Forbes Peru and El Vocero, among others.

  • Ease of search

    To reach the right people at the right time, Alloy looked into competitors’ SEO rankings and created an SEO strategy to improve the odds of converting website visitors into new users that planned to send money to Paysend’s top corridors. This SEO strategy was referenced and utilized within Alloy’s PR and content marketing work, ensuring that Paysend was reaching the right customers at the right time and through the appropriate channels.

  • Humanizing the brand

    At the heart of Alloy’s PR activation was an educational component that positioned Paysend as an expert on financial challenges affecting immigrant and minority populations within the U.S. With Alloy’s content marketing strategy, not only were we able to paint the company as a trusted and empathetic partner to help immigrants and minorities move money across borders, but we were also able to increase organic referral to the website.

After its debut in the U.S., Paysend quickly gained momentum in the Americas, enabling the money transfer provider to close a $125M Series B. To publicize the news, Alloy architected an aggressive media relations strategy that targeted U.S. tier-1 media and the cascaded to other countries. The morning of the announcement, an exclusive ran in TechCrunch touting Paysend’s product differentiators, and less than 24 hours later, the news was covered in 41 U.S.-based publications such as Yahoo Finance!, Axios, Fortune, PYMNTS.com Finextra, Finovate, Digital Transactions and Debanked — reaching customer targets and making global waves.

media placements secured within the first 30 days of the U.S. campaign
+
headlines secured across national tier-1 and fintech trade publications
%
increase in visitors to Paysend’s website

By creating a PR and content-driven go-to-market strategy, Alloy enabled Paysend to gain critical mindshare and marketshare in the Americas.

A foundational PR program

Alloy created a PR program focused on gaining credibility in the U.S. FinTech industry by targeting global payment and banking publications. The program also introduced Paysend’s stateside banking partner and newly appointed SME to bolster credibility. At the same time, Alloy wanted to build integrity with new users, so we took a consumer-oriented angle and announced that Paysend would offer zero-fee transfers for U.S. customers — targeting immigrant and expatriate communities to drive app downloads. In the first 30 days, Alloy secured 18 media placements — driving app downloads and referral traffic to the site. A few weeks later, Paysend broke out of trade publications, landing its first American Tier 1 story in U.S. News & World Report.

Increased visibility with key demographics

To further drive visibility, Alloy architected a content marketing strategy that celebrated holidays and events across a number of different cultures. To ensure it increased online engagement, Alloy weaved in country-specific search keywords into every blog post. The U.S. content campaign gave Paysend immediate online visibility and reach. In fact, the site ranked for nearly 25% of its priority keywords and improved ranking for certain keywords by 120 positions in the first month.

Expansion into LATAM

Paysend wanted to enter the LATAM market quickly in order to cement itself as the No. 1 remittance service provider in the region. Alloy replicated its U.S. go-to-market framework, but modified its PR and content marketing strategy for Mexico, Central America and South America. At the heart of the plan was an educational component that positioned Paysend as an expert on financial challenges affecting Latin American populations to build trust and credibility. In less than a year, Paysend appeared in multiple top-tier publications for the first time, including Semana, La Republica, LatAm Fintech News and El Nuevo Herald — reaching both South American consumers and migrant U.S workers. The PR boost, combined with social media and content marketing activations, increased Paysend’s web traffic from Latin America and the Caribbean by 186% year over year, supporting its global expansion into the key region.

DON'T JUST TAKE OUR WORD FOR IT

"Alloy is a PR powerhouse, constantly coming up with creative, thorough ways to expand our thought leadership and coverage in regions throughout the Americas."

— Alan Duerden, Head of Brand, PR and Communications at Paysend
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