The Ultimate Finance Platform.

Ramp

1. Brand Overview

Who They Are

Ramp is a financial technology company that offers an all-in-one platform for corporate spend management. They hang out at the intersection of finance automation and intelligent expense control. Ramp provides businesses (of all sizes) the ability to issue cards, manage vendor payments, automate accounting, and surface saving opportunities. Ramp is not a credit card company but a financial OS system built for finance teams who want to save their company time and money. Its brand tone is sharp, rational, confident, and high-performance operators and cost-conscious business owners. Ramp wants to save its customers' time by removing friction in their financial journey, which includes approvals, reimbursements, and expense management. 

Business Objective

The goal of this campaign increase new customer signups, qualified leads, and user engagement. Also, gain several case study-worthy clients. Improve win rate vs competitors. Generate massive social engagement and social media sharing. Lower CAC.

2. The Challenge

Problem

Despite Ramp growing rapidly, they are still misunderstood by segments of its target audience. Many finance leaders still bucket Ramp alongside the traditional corporate card providers or fintech startups that offer flashy perks. This misconception is mostly among enterprise and mid-market companies that need automation and control. Ramp’s message is being drowned out by louder and flashier competitors' campaigns. 

Why It Matters

If this perception gap continues, Ramp risks plateauing in its growth, especially in mid-market and enterprise customers, which are high-value and are often looking for scalable, trusted partners, not trendy startups. If large potential customers dismiss Ramp, sales cycles could get longer, product adoption could slow, both of which could slow down Ramp’s long-term growth. If Ramp fails to solidify its positioning now, it may miss the opportunity to define the category on its terms.  Ramp must shift away from being an industry secret to efficiency to a well-known choice for customers of all sizes. 

3. Audience

Who They Are

Ramp’s core audience is small business owners and finance leaders who work at startups, mid-sized companies, and large enterprise firms with thousands of employees. These people want to be in full control of their finances, as “a dollar saved is a dollar earned.” This group is pragmatic, data-driven, and focused on making money go further. These people wear lots of hats that include growth partners, tech evaluators, cost optimizers, and spending watchdogs, and need the tools that enable them to do this as fast and accurately as possible. They follow high-skilled operators, read reviews on social media, newsletters, and other areas where professionals share information about what tools they are using. They value control, visibility, and speed, but also want to be able to show up with true insights, not just spreadsheets. These folks are skeptical of flashy products, buzzwords, and glossy campaigns; they talk to peers and read reviews before making their decision. They want ‘vendors’ who talk like partners, not hype machines. 

What They Want

On the surface, they are buying a spend management tool, but they want command over how their team and company are spending. A sense that they are in control of spend, systems, and strategy by eliminating blind spots and reducing time spent on low-effort tasks that waste their time. Ramp gives them the tools to save time, money, and reduce headaches. Quickly showing its value to the company, not just another tool they are paying a monthly fee for. At their core, this audience wants control; they don’t want complexity masked as innovations. They want solutions that make them feel clear-headed and the ability to act. 

4. Insight

Core Human Truth

The more chaotic a business becomes, the more financial leaders feel overwhelmed by burn, headcount, partner spend, and other spend reports. They feel like they are barely afloat, with tons of different dashboards, duct tape tools, and nonstop questions from many departments. Behind reports is a mess of manual work that takes weeks or months to build. This audience craves peace of mind and wants to save time. Ramp speaks to this audience by enabling customers to eliminate busywork and find insights early. 

Supporting Signals

On many social media you will see finance professionals posting about being overwhelmed by busywork and are hungry for tools that enable them to save time and money. The likes and comments reveal more, many people share these feelings. In podcasts and panels, finance folks discuss controlling costs, controlling context, and the ability to see the full picture and make decisions faster. There is a massive shift happening behind finance, and it's becoming a command center for companies. Ramp enables users to eliminate friction in their daily work and speaks directly to finance leaders who need a better and faster way to work. 

5. Strategy

Strategic Platform

Ramp offers modern tools to modern leaders without the chaos. While competitors focus on perks or hype, Ramp shows up with clarity, logic, and proof of impact. Ramp isn’t just another software partner, but leverage. This campaign will acknowledge their pain, validate their ambition, offer a clear path forward, and enable operators to make better decisions. Ramp isn’t just changing spend management, it's changing the role of finance itself. 

Strategic Rationale

This strategy hits the problem head-on, showing Ramp as the control center for modern finance, not a card company. We will reposition Wramp not as a competitor to company A and company B, but as the entire category. This segment craves products that give them confidence and command of their finances. This will bridge the emotional gap and functional gap by making the control/confidence the hero, not a micromanaging finance dork. 

6. Campaign Expression

Tagline or Headline

Time Is Money. Save Both. // Transforming Outdated Systems. // An Accountant's Dream. // Saving You Countless Hours. // Grow Without Fear. // Streamline Financial Processes. // The Ultimate Finance Platform. // All-In One. // Healthier. Leaner. Ramp. // Built For You. // Optimize Your Business. Automate Financial Operations.  //  Expense Reports, Made Easy. // What Would You Do With More Time? // Gain Visibility, Reduce Redundancy. // Freedom & Efficiency. // Convenience. // Control Without Chaos. // Run Finance, Don’t Let It Run You.

Key Message

After seeing this campaign, we want the finance dorks to walk away in awe and think to themselves, “I don't have to live in a mess.” Ramp doesn’t just organize spend but frees them from the operational quicksand that slows them down. This audience should feel seen, respected, and understood, that their problems are noted and Ramp is here to solve them. Most importantly, we want them to act on this by calling up their local Ramp SDR and demoing the product

Creative Executions

• OOH - airports, business hubs, billboards in the city, and just before entering (targeting neighborhoods where executives may live)

• Social Media - 

• Podcast - business and technology-related podcasts, along with entrepreneurship

• Magazines - finance, technology, travel & leisure, and more, magazines that could align with Ramp’s audience. 

• Business Events / Trade Shows - more than just finance-related events, events targeting businesses of all sizes. Pizza event, Ramp is there. Grocery store event, Ramp is there. What is going on at the local convention center, Ramp could sponsor it.  

7. Success Metrics

How We’ll Measure Impact

This campaign will be successful if Ramp increases its qualified leads, reduces CAC, lift in search volume, and strong conversion rate from campaigns. Also, to increase enterprise customer count and brand awareness.