Go-to-Market

Why mortgages first — Clearest monetisation (broker referrals), most urgent user need (rate environment), largest search volume, fastest path to revenue proof. Ask Morty: the launch vehicle — Brand positioning, target user, launch plan, first 90 days. What "launched" looks like — feature set, content footprint, traffic targets. Why pensions second — Enormous underserved population (auto-enrolment generation), high complexity (consolidation, drawdown, tax relief), growing employer demand for financial wellbeing. Longer sales cycle but higher LTV. The convergence play — When and how vertical brands merge into Influx Financial. The trigger points (user overlap, cross-sell data, platform maturity). Why starting unified would be a mistake. Channel strategy — SEO/content (primary), partnerships (mortgage brokers, employer benefits platforms), PR/media (personal finance press), community building.