‘Digital is just not going to get you there’: How fintech Superhero binned the start-up playbook, went large on TV and OOH, smashed growth targets – and is only just getting started

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Launched by a former stockbroker and Booktopia’s CTO, Australian fintech Superhero has ripped up the start-up playbook and powered to massive growth off the back of out of home and TV. “To create big impact and really reach scale, brand awareness and credibility, fast... digital just is not going to get you there,” says marketing lead Rachel Hopping. With CommSec and the big four banks worried, she and Hardhat’s Dan Monheit are planning the retail investment and superannuation management platform’s next major push. With 12m Australian trading virgins to target, the plan is to go large – with an IPO more than likely.

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