Togglit: Debt doesn’t stand a chance

Show people that conquering debt is possible

The Experience Gap

Togglit set out with a powerful mission: to support the growing number of people affected by debt by providing them with the necessary tools. However, they needed to find the right way to enter a highly stigmatized market.

We identified a critical Experience Gap: nearly 50% of consumers interacting with traditional Debt Collection Agencies (DCAs) were having profoundly negative experiences.

This fostered a driving inertia and a declining belief among consumers that their debt could ever be resolved.

Connected Thinking in Action

To successfully enter the market, Togglit needed to overcome this consumer apathy. We acted as an internal consultancy, identifying the strategic and creative leap required to align Togglit’s strategy, experience, and message.

1. Insight & Strategy
Through customer research, we uncovered a defining truth: a population increasingly exposed to debt doesn’t need to be patronized or told that “it is going to be ok”. Instead, they need to be empowered with the belief—and the tools—that give them the opportunity to overcome it.

We distilled this into a powerful brand purpose: ‘To show that conquering debt is possible’. This served as a call to arms to enable people to take back control.

2. The Experience Blueprint
We moved from strategy to execution by building a messaging framework designed to flow through all communications. At its heart was the core message: “With Togglit by your side, debt doesn’t stand a chance.” We then unpacked the key features and benefits that made this possible in a simple, compelling way.

3. Connected Delivery
Our first step was to deliver the new purpose and proposition directly to where it impacts the bottom line. We executed the brand through powerful sales presentations to help acquire new B2B clients, while simultaneously optimizing their CRM programme to successfully convert more consumer referrals.

The Outcome
The new purpose and positioning have completely reinvigorated the business behind Togglit. After launching the new framework at the end of last year, Togglit successfully secured key new client wins. Today, they are better placed than ever to start helping people overcome debt—and there is much more to come.

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