Fintech · Spain
A company with no presence or recognition in Spain that needed to establish itself as a leader in its sector from day one.
Brite Payments entered the Spanish market as a Swedish fintech company specialising in account-to-account payments, in a market that already had established competitors. The challenge was twofold: to position itself as a leader in payment technology in the eyes of the financial and technology press, whilst simultaneously attracting qualified talent to its new Tech Hub in Málaga. Two distinct audiences, a single launch window, and a record-breaking timeframe to achieve it all.
The key decision was to build the brand’s credibility in Spain through its CEO. In a market where Brite Payments was unknown, Lena Hachkelöer’s voice and experience were the most powerful assets for humanising the brand and quickly building trust with the media.
A generic communication strategy based on mass press releases was ruled out. With no prior relationships with key journalists in Spain’s fintech sector, such an approach would have generated noise without any real positioning. The strategy was to first build the Magic Circle — direct presentations to the most relevant journalists — and from there, activate the rest.
The company’s global corporate messages were adapted to the reality of the Spanish market without losing consistency with Brite’s international positioning.
The project began with the development of a press kit and the creation of a corporate message tailored to the Spanish market, structured around two key themes: the A2A payment technology solution and the opportunities offered by the Málaga Tech Hub.
Building on this foundation, the ‘Magic Circle’ was launched — a series of direct presentations to key journalists in the business, national and technology media — to establish genuine relationships before issuing any press releases.
CEO profiling was the central pillar of the media strategy: exclusive interviews with Lena Hachkelöer in relevant media outlets, with an approach that combined technological vision and a human touch to connect with different audiences.
In parallel, a continuous press office was maintained throughout the project, positioning Brite Payments in articles and reports on innovation in payment methods beyond the company’s own press releases.
A launch in Spain that, in record time, made Brite Payments a household name in the national fintech ecosystem, with coverage in the country’s leading financial and technology media.
“Our partnership with Incógnito has been key to strengthening our position in the sector. Thanks to their strategic approach, we have been able to establish ourselves as leaders in alternative accommodation in Spain and take our first steps towards international expansion with great success”
