From Data to Direction: Uncovering Insights to Guide Brand Strategy and Positioning 

As one of the first movers in digital payments, Maya built strong brand equity in remittance. Over time, however, perceptions shifted. Among younger, mobile-first users, the brand was increasingly seen as dated and limited. With competitors offering smoother, more integrated experiences and winning new users, Maya knew change was necessary but needed clearer insight into where the real issues were and what to prioritize next.

Acumen partnered with Maya to develop strategic insights and recommendations by:

• Leading a multi-layered discovery that combined external market research with internal performance and customer data
• Identifying gaps in execution, brand perception, and user experience
• Surfacing how fragmented brand-building efforts across business units contributed to diluted messaging and inefficient investment

The work provided Maya with a clearer, evidence-based view of its brand challenges and opportunities. Our insights and recommendations outlined a path toward a more unified brand strategy.