Financial Technology Startups in Russia: Features of B2C Communication of Services for Personal Finance Management

Student: Bryzgalova Alla

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2017

This work is devoted to the study of the B2C communication features of fintech-startups in personal finance management (PFM). The goal of the research is to work out a positioning model for PFM start-ups. The positioning model is based on the theory of positioning of Jack Trout and Al Ries. The study reveals the users need to save their finances by analyzing users requests by Yandex.Wordstat. The paper provides results of usability testing of 3 mobile applications ( CoinKeeper, Zen-money, Monefy), analyzes the communication features of the Russian audience. The research describes B2C communication problems of three services and provides recommendations for their solution.

Full text (added May 15, 2017)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses