Led all marketing for Fraction, a Canadian fintech/mortgagetech platform that helps homeowners access their home equity through socially conscious financial products. Owned content strategy, product marketing, demand generation, market expansion communications, and PR during a period of U.S. expansion and significant growth.
Client: Fraction Technologies Industry: Fintech / Mortgagetech Service: Full-Scope Marketing Leadership (Content, Product Marketing, Demand Gen, PR) Year: 2021 to 2023
Fraction operated in a complex, regulated space (reverse mortgages, home equity investments) where the product required significant education before conversion. The company needed marketing that could explain a complicated financial product to everyday homeowners, build trust in a category with low consumer awareness, and support expansion from Canada into the U.S. (Washington State).
Build a content and marketing engine that educates potential customers, handles objections, drives organic traffic, supports the U.S. market launch, and converts visitors into qualified leads, all while maintaining the regulatory precision the industry requires.
I built Fraction's entire content strategy from the ground up, starting with SEO-driven educational blog content designed to rank for high-intent searches from homeowners researching retirement income, home equity options, and CPP planning. Each piece was written to be genuinely useful first and conversion-oriented second, building trust in a category where trust is the primary barrier.
For product marketing, I created the "Fraction Basics" education hub: three modules covering the application, funding, and post-funding process. This became the key asset for objection handling, conversion support, and customer success.
I also led the communications for Fraction's U.S. market expansion, including the press release for the Washington State launch, and managed PR strategy including partner outreach and media placements that contributed to Fraction being named Canadian Lender of the Year.