Rebranding with confidence: How Soldo validated a bold new look with Ballpark

Introduction

Soldo is a fast-growing UK fintech helping companies take control of business spending — from cards to approvals and reporting.

Trusted by over 30,000 businesses and backed by Accel and Battery Ventures, Soldo is a UK-based fintech unicorn reshaping spend management.

Soldo's mission is to liberate finance, by providing businesses with tools to manage spend simply and proactively, empowering people across the organisation to accomplish more. Their platform integrates seamlessly with existing accounting and ERP systems, providing real-time expense tracking, reducing administrative burden, and ensuring compliance with internal policies.

Soldo went through a brand evolution with a refresh of the visual as well as the value proposition and messaging. Feedback from internal teams and external partners revealed that the brand no longer aligned with Soldo’s evolving vision or communicated clearly to its target audience. Brandon Till, Head of Transformation for Soldo, took on the challenge of evolving the Soldo brand.

Empowering teams to self-serve research

One of the standout features for Soldo was Ballpark’s user experience. The platform enabled non-researchers to confidently launch their own research projects, allowing teams across the organization to gather insights quickly and easily.

This ease of use, coupled with Ballpark’s fast turnaround time, was transformative for Soldo. Even teams outside the research department were able to contribute to the process, speeding up decision-making and enabling Soldo to stay nimble in their marketing efforts.

“I can launch a research project in the morning and have all of the feedback gathered by the end of the day,” – Brandon Till, Head of Transformation

Ballpark’s user-friendly interface drastically shortened Soldo’s research timelines and improved overall efficiency.

The big launch

Soldo unveiled their new brand and positioning with a bold multi-channel campaign — bringing the refreshed identity to life across print, digital, and out-of-home. The striking visuals and confident messaging marked a clear new chapter for the company’s growth story.

Building a research culture by empowering teams

So what are Brandon’s views on successfully implementing a research solution? Culture.

A strong user research culture is essential for building a customer-centered market orientation and launching successful campaigns. When teams prioritize research and integrate it into every stage of campaign development, they can create solutions that truly resonate with end users. By gathering continuous feedback, companies can identify pain points, understand user needs, and make data-driven decisions that lead to better product-market fit. This approach not only minimizes risks but also boosts internal confidence in new initiatives.

In Soldo's case, their data-driven mindset has empowered them to continuously improve their marketing, ensuring that their messaging meets the evolving needs of their customers and stand out in the market. A robust research culture helps teams stay agile, adjust strategies based on real-world insights, and ultimately drive more successful marketing campaigns.

What’s next for Soldo and Ballpark?

Soldo is now focused on revamping key sections of their website, starting with UX and copy improvements. As they enter phase 2, they will continue to use Ballpark to validate design concepts and ensure that these changes meet the expectations of their target audience.

Soldo also plans to implement micro testing to further optimize campaign messaging and strategies. Additionally, they will be integrating Ballpark into their persona research workflow, creating more accurate and data-driven profiles to strengthen customer engagement.

With Ballpark’s support, Soldo is poised to continue evolving their brand and marketing efforts, ensuring they remain aligned with both their internal vision and their audience’s needs.