Kindred
Fintech
2025
Launch campaign for a fintech people actually like.
A joint account for people who split rent, not portfolios. We built the launch — film, motion system and store presence — in seven weeks.
Client
Kindred
Services
Campaign · Motion
Duration
7 weeks
Year
2025
Overview
Kindred is a shared account for households: flatmates, couples, families who pool some money and keep the rest separate. The product was ready months before anyone knew how to talk about it.
We wrote the launch platform, directed the film and built a motion system that carries from a six-second pre-roll to an empty state inside the app.
48h
To 10k signups
4.8
App Store rating
+38%
Week-two retention
The work
The challenge
Every competitor was selling control: dashboards, projections, the language of wealth management. Kindred's customers were not managing wealth, they were managing a gas bill with someone they live with. The category's tone was actively wrong for them.
What we did
We built the campaign around the small, unglamorous transactions that hold a household together, and cast it accordingly — no aspirational apartments, no rising line charts.
The motion system came out of the product rather than the ad: the same easing, the same card behaviour, the same orange. A six-second cut, a thirty and a set of store assets all move the same way, so the app feels like the film it came from.
The outcome
Ten thousand signups landed in the first 48 hours, largely through sharing rather than paid. Week-two retention ran 38% above the category benchmark the team had budgeted for, and the App Store rating has held at 4.8 since launch.
