Fixing Broken Proof: Rewriting 10 FinTech Case Studies to Support Modern Sales
Summary:
This FinTech firm had 13 case studies. But most were long, fluffy, and out of sync with what modern buyers need to feel confident. They brought in Lead Comet to rebuild their entire library—transforming old content into sharp, skimmable proof that sells.
Results Snapshot
- 10 case studies rebuilt for sales
- Objections addressed with real proof
- Stories tied to conversion-driving features
- Messaging sharpened with customer language
- Clients re-engaged with updated wins
The Challenge
The sales team could close once they had a prospect on the phone. Earning that first call was the hard part.
The client had 13 case studies on the site. But they weren’t helping sales teams close. Most were long, blog-style writeups filled with vague praise and outdated details. They didn’t reflect how the platform currently worked or how it solved problems for modern buyers.
Internally, the cracks were showing. A new CMO had stepped in to tighten messaging and align the website with how the business actually sold. But the case studies weren’t sales assets. They were liabilities.
If they wanted buyers to feel confident making a risky switch, the case studies had to show (clearly and credibly) what success looked like with their platform.
Our Solution
The client brought in Lead Comet to rebuild the entire case study library from the ground up—rewriting old stories, removing outdated ones, and creating new content that reflected what buyers actually cared about.
Every decision mapped to one goal: give the sales team sharp, credible proof they could use to build trust, overcome skepticism, and close faster.
Our Process
This was a fast, high-impact sprint focused on transforming existing content into credible sales assets without derailing the team’s momentum.
- Audited 13 existing case studies in the first week to decide what to keep, cut, or rebuild from scratch.
- Used sales insights and CRM data to map each story to real buyer priorities and high-impact product features.
- Rewrote 9 case studies to highlight business outcomes, tie stories to key product features, and eliminate fluff.
- Removed 3 case studies that no longer reflected current customers or go-to-market priorities.
- Created 1 new case study from a direct customer interview, using real quotes and clear outcomes to surface strategic proof.
- Collaborated with the client’s design, marketing, and compliance teams to align tone, meet financial regulations, and ensure sales usability.
- Rebuilt the case study format, replacing the outdated blog template with a modular layout designed for how real buyers skim and decide.
Roadblocks
Some team members believed the original case studies were still “good enough.”
To earn buy-in, we created side-by-side examples that showed how the old format created friction for busy buyers. Once the team saw the difference, they aligned quickly and backed the overhaul.
The internal design team also brought a strong perspective and pushed back on layout changes early in the process.
We stayed collaborative but grounded every UX decision in how their ICP reads, skims, and evaluates proof. That focus kept trust intact and ensured the final output served the sales team—not internal preferences.
Compliance was a known challenge from the start. Every story needed to clear review and follow strict financial regulations.
We approached the process without pride of authorship, stayed aware of restricted terms, and prioritized clarity within the rules.
The Results
The client now has a case study library built for sales. Each story is clear, skimmable, and mapped to buyer priorities, making it easier for prospects to see how their platform solves real problems.
The sales team can now drop targeted proof into emails, demos, and follow-ups to build momentum and trust. No more digging through blog posts or sending assets that raise more questions than they answer.
Internally, the work raised the bar. Teams now have a shared sense of what “good” looks like for customer proof. The case studies even shaped how the team talks about the platform, using buyer language from the interviews to clarify messaging and improve conversations.
Even existing customers were re-engaged through the process. Seeing their updated stories shared externally strengthened relationships and reinforced value.
Key Results
- 10 case studies rebuilt as credible, skimmable sales assets
- Proof tailored to real buyer objections and decision triggers
- Stories mapped to features that drive conversions
- Product value reframed using actual customer language
- Existing customers re-engaged through updated success stories
What’s Next
The client now works with Lead Comet every quarter to continue developing new case studies, each grounded in the same interview-driven approach. This ensures their sales team always has fresh, credible assets tied to evolving product features and partnerships.
More importantly, the work reshaped how the team talks about the platform. Customer interviews surfaced language the internal team now uses to describe features, structure demos, and align product messaging with what really matters to prospects.
The Client
Industry: FinTech/Financial Services
Size: 40 employees
Location: United States
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