Region: US
People: Lori Yuhas, Dave Chilvers
Services:  Customer Research, Segmentation, Brand Platform, Brand Identity, Brand Coaching


Privately held by Detroit-based Rockbridge Growth Ventures - Dan Gilbert’s private equity firm - RapidAdvance is an emerging, US-based fin-tech lender providing working capital loans to America’s small businesses. It competes for business with banks, credit unions, credit card issuers and other emerging and online fin-tech lenders.


After being acquired by Rockbridge Growth Ventures, RapidAdvance sought to transform its reputation and scale its operations to achieve an ambitious, 5-year growth target of $1B funding per annum. They came to Marquee to gain a deep understanding the small business borrowing experience, and find a market position and brand platform that would enable them to “break through and shine” in a traditional, status-quo industry. 


Working with RapidAdvance’s CMO, Marquee laid out and executed a detailed learning plan designed to engage customers, employees and RapidAdvance’s executive team in the research, positioning and brand development process. In parallel, Marquee provided executive and organizational coaching on the meaning, importance and “how-to” of brand building, transforming cultural thinking from transaction-centric to customer-centric.

Activities included:

  1. Qualitative Research
  2. Quantitative Research
  3. Segmentation
  4. Brand Platform Development
  5. Visual Identity Refresh (partner leadership/advisement role)
  6. Executive & Organizational Brand Coaching


Marquee delivered illuminating research reports and leveraged target segment insights & research findings into a new brand platform centered on an innovative, customer-centric lending experience for America’s small business owners – a platform built around the rallying cry, “Money Doesn’t Have to Mean Struggle.”

In addition, Marquee led relationships with brand design partners and advised RapidAdvance’s CMO on a Brand Identity refresh (unpublished).


As the new brand platform gets integrated and implemented organizationally, application of customer insights in marketing and sales helped accelerate explosive, near-term (6-month) year-over-year (YoY) growth of +156% leads and +247% funded deals.