Figure case study

A cutting edge fintech that turned to Gundir for cutting edge direct mail to generate top-of-funnel leads got more than they bargained for.

By The Numbers

A beat-the-control challenge — success x2!


increase in response rate (for each package)

6 new

messaging tests based on a Pillars Workshop

2 new

controls established


Our proprietary Pillars Workshop methodology took Figure messaging to a place our Client never thought possible.

The Challenge

A simple, yet complex message

A new generation of home equity line of credit prospects were unclear on the benefits of Figure’s blockchain technology. Original direct mail focused on the backend technology and was successful at first, but quickly losing traction generating prospects over time. Multiple tries to beat those control packages were doing no better at driving quality leads.

The Solution

Our proprietary Pillars Workshop solved the riddle

The Pillars Workshop generated messaging concepts based on the Client’s marketing insights, industry trends, and Gundir’s category experience. New concepts positioned the benefits of Figure’s blockchain technology in ways that made Figure stand out above the competition and generated both better response and higher conversion rates than controls.

The Results

Two new controls for rotation

Figure worked with Gundir to implement new concepts through a test, verify and rollout process. After initial results were promising, Figure asked Gundir to go back and explore additional messaging concepts based on the initial Pillars Workshop. Again, this resulted in new creative that generated substantial lift over their controls, yielding them two new business-driving direct mail controls.

Their Pillars Workshop and overall creative expertise in direct mail made the difference in our business.

Figure, Direct Mail Marketing Manager


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The results are in. Direct mail’s address-based targeting consistently outperforms other channels in generating leads and sales.

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