Since 2020, financial hardship has disproportionately impacted lower-income Canadians, making it challenging to capture the attention of those living with debt stress. In an overcrowded financial market, we stood out by demonstrating empathy and authentically connecting with Canadians struggling with debt.

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Amid economic hardship, we broke through the clutter of debt solutions by vividly illustrating the emotional burden of debt. Through relatable metaphors—like the anxiety at an ATM or the fear of opening a mailbox—we connected with Canadians on a deeply empathetic level. This powerful storytelling approach resonated, driving impactful engagement and building trust in a competitive financial market.