Versapay was growing fast but the narrative hadn’t kept up. Sales was pitching one thing, marketing another. The product team had a strong roadmap, but the story around it was fuzzy. "Accounts Receivable Automation" was technically accurate—but limiting. It sounded cold, mechanical, and indistinct from the competition. We needed a new frame that captured what made the platform different, and why it mattered to mid-market companies.

Approach

We stepped back from features and focused on the human problem: misalignment between buyers and payers. Every late payment, exception, or delay was usually caused by a lack of shared visibility—not a lack of automation.

Working with our partner, Gold Front, that insight became the foundation for a new category: The Collaborative AR Network. It reframed the product not as a tool that replaces people, but one that connects them. The brand voice shifted from robotic and transactional to human and confident. We rebuilt the messaging hierarchy, launched a new site, updated sales narratives, aligned product storytelling to reinforce the new positioning at every level, and launched the category at our biggest conferences of the year.

Additionally, we worked with Wakefield, a bespoke research firm, to survey 1,000 financial leaders on the state of accounts receivable. The resulting report, “The Impact of Customer Experience on B2B Payments,” was leveraged for go to market and organic acquisition.

Outcome

The new category created clarity internally and differentiation externally. Sales, marketing, and product started telling the same story. Prospects immediately understood the value prop—and why it was different. Marketing’s contribution to pipeline grew from 4% to over 30% over a two year period. Analysts began referencing the new category unprompted. And the team had a strategic narrative they could build on, not just execute against.

Clear thinking

When a company aligns around a simple, true idea, everything moves faster—and the work gets way more interesting. “Collaborative AR” wasn’t just a new name. It was a new lens that pulled people together.