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

Student: Alla Bryzgalova

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

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)

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