WorldRemit, a disruptive international money transfer start-up, needed to grab market share from long-established competitors.


WorldRemit needed PR that supported its growth objectives. Specifically, the company needed:

  • To increase brand awareness among the migrant / expat community
  • To be known as a disruptive fintech start-up, taking on more traditional money-transfer providers
  • To attract the attention of the UK investment community

The strategy

We targeted the national, international, tech, expat and finance media with an aggressive campaign including:

  • Media announcements to bring WorldRemit’s unique, low-cost money transfer services to potential customers around the world
  • Business profiles and awards to showcase the rapid success of the WorldRemit business to potential investors
  • Responding quickly to topical media stories around international money transfer to position WorldRemit’s spokespeople as thought leaders on the issue
  • Harnessing WorldRemit’s own money transfer data to create interesting news stories for the media

The results

In 9 months WorldRemit:

  • Was featured in the international business and fintech media over 120 times, including 24 times in top national and international outlets, such as the BBC, FT, CNBC, Times, Guardian and Huffington Post.
  • Owned a 9% share of voice on discussions about money transfer in the UK national media
  • Achieved an 86% increase in brand awareness in its key UK target demographic.

During this time, the company’s web traffic soared by over 300%. WorldRemit caught the attention of the investment community and secured $40million in investement.

“Definition was instrumental in building the credibility of WorldRemit as we grew from a start-up to a multi-million pound remittance company. They have excellent media relationships, both in the UK and internationally and are able to spot interesting media opportunities and manage them professionally to delivery.” – Ismail Ahmed, CEO, WorldRemit.

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