Vield Case Study
From Niche Crypto Startup to Mainstream Financial Player
Situation
Sydney-based startup Vield needed to establish credibility in a sector often met with deep skepticism. Despite having provided $35 million in loans and launching Australia’s first crypto-backed debit card, it risked being overlooked as just another crypto company and not the serious financial services player it is. The team also wanted to communicate their vision of becoming APAC’s first crypto-native bank while building trust with traditional investors and media.
Action
To overcome market skepticism, we developed a multi-channel approach that demonstrated the mainstream applications of crypto-backed lending. We leveraged Vield’s loan book and innovative debit card to secure an exclusive with the Australian Financial Review. By centering the narrative on tangible outcomes like helping people access property markets and grow small businesses, we shifted the conversation from technical crypto details to real-world financial solutions. Targeted property media outreach further showcased practical examples of crypto-backed loans in action.
Results
The campaign achieved exceptional results across top-tier Australian media, reaching 2.87M readers and generating 98 social shares. The Australian Financial Review cornerstone piece positioned Vield as a serious player in the lending space, highlighting its $35M loan book and institutional backing. Additional coverage in Investor Daily and ViewTrade established Vield as a thought leader in property financing. The strategic messaging successfully communicated safety, regulatory compliance, and innovation, while maintaining its crypto-native identity. Most importantly, the coverage helped shift the narrative from “crypto startup” to “innovative financial institution,” supporting its expansion into Vietnam, Hong Kong, and the US markets.