Evidology Systems:

Branding, Messaging and Communications for RegTech 

Evidology Systems, a start-up RegTech firm, began working with Moonlight IQ (MIQ) in September 2019 with the aim of launching the company and its product and establishing the company as an industry disruptor through its revolutionary technology. The company also wanted to establish Rupert Brown, Evidology Systems' CTO, as a thought leader.

Problems:

Evidology Systems came to MIQ after realising it needed a visual identity, a clear message and a name for its product to differentiate it from other RegTech software. As a newly founded company, Evidology Systems had no media presence, and due to Rupert Brown’s previous roles in banks, in which contact with the press was very limited, he was not recognised by journalists and industry press as a thought leader. Lastly, there was a lack of understanding of Evidology Systems' unique approach to the regulatory challenges of principles-based regulation and a lack of media buzz surrounding it, largely owing to the fact that the sector was uneducated about the issues surrounding regulations such as Dodd-Frank, FRTB and GDPR.

Solution:

We proposed combining 5 of the 6 steps from our suggested process to cement the company’s message and drive brand awareness: 

1. Messaging session: named the product QED (Quality & Evidence Driven), created the tagline “Confidence in Compliance” to underscore its value and define its unique selling points. 
2. Website and collateral: we created the website, including design and copy, opened social media accounts and developed product sheets, making sure the company’s message is clear and easy to understand while differentiating the brand from other RegTech companies.
3. Media strategy: because of the complete lack of public understanding about this unique approach and the offering, the company needed a targeted media strategy, which we created.
4. Execution: a large percentage of time was spent building public awareness and educating the market within the target audience of specialist media, commentators and consultants. MIQ wrote and distributed targeted press releases, drafted whitepapers, and arranged interviews with journalists to support and better define the offering. 
5. Measurement: within a few months, we adjusted our strategy from targeting primarily financial companies to including law firms. We also saw an opportunity to illustrate the company’s knowledge and expertise of the industry by developing and publishing several whitepapers, such as the November 2021 Continuous Compliance.
   

Results:

MIQ's solutions helped Evidology Systems become a trusted RegTech company in this competitive space, with a clearly defined brand. 

• In the past 5 years the company has won or been shortlisted for 25 awards. This includes wins in the TechRound Top 25 LegalTech companies, FinTech Global RegTech 100 and A-Team Insight Innovation Awards.
• Rupert Brown has written over 30 published articles, and has been featured in several industry publications, including Risk.net, Global Risk Regulator, Global Finance, Future of Finance, and RegTech Insight.
• MIQ secured a monthly spot for Rupert Brown in the Global Risk Regulator (part of the FT group), seeing 14 articles published in between 2021 and 2022.