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Key Takeaways
Their challenge:
Position the two co-founders, Beat and Ivo, as thought leaders in digital wealth management and attract high earners and C-level decision-makers from the Swiss market without turning content creation into a full-time job.
Our approach:
We began with deep-dive interviews to understand each founder's background, expertise, and tone of voice. Then we developed a personalized Content Archetype for each founder to guide their content creation. Each content bucket in the archetype needed to align with Beat and Ivo’s expertise and be interesting to their ICP. Beat leaned into topics like entrepreneurship and investment expertise, and Ivo covered product insights and pension expertise.
Both LinkedIn profiles were revamped to increase visibility within the relevant Swiss professional segments. Finally, we created a tailored content workflow requiring only 2 content calls per month - one with Beat and one with Ivo: we extracted their ideas and perspectives directly from those calls, then transformed them into LinkedIn posts written in their authentic voice.
Outcome:
Over 930,000 total impressions and +5,600 LinkedIn followers across both profiles.
What they say about us
"I started LinkedIn 7 months ago - practically no activity before. The reason was simple: every franc invested here has more impact than in classic campaigns.
I prefer to work in the engine room. But LinkedIn helps us make finpension's story visible – and that's exactly what it's all about.
The cooperation with notus keeps the effort low and the quality high."
– Beat Bühlmann, Founder of finpension
Their challenge
finpension grew without marketing spend. The strategy was product-led: build the best option in every category, let results do the talking. They raised capital once in 2017 and never needed more again.
But product-led growth has a lag. Once finpension expanded beyond corporate pension clients into Switzerland's private savings market, the addressable audience grew dramatically. The product won Swiss awards, including a nomination as one of three finalists for the EY Award, but lacked recognition at the international level.
The broader consumer audience they wanted to reach needed to encounter Beat and Ivo as credible voices - building trust long before any product decision would come up.
The second challenge was time. Both founders were running the company at full capacity. Neither had bandwidth for a content operation.
How we approached this
1. Deep Dive Interview
We ran a separate interview with each founder to understand their background, how they think, what they built, and how they naturally communicate.
2. Media Strategy & Content Archetype
Based on the interviews, we created a Content Archetype for each founder and a Media Strategy for both. The Archetypes mapped the different content buckets that aligned with each founders’ background, expertise, and target audience’s interests. We used it to guide content creation and make sure we always had a healthy mix of content types that resonated with Beat and Ivo’s ICP.
Every archetype is built on four content pillars:
- Tactical (actionable tips and frameworks)
- Aspirational (case studies and success stories)
- Insightful (opinions on industry trends)
- Personal (building in public and founder stories).
The main topics for each founder were:
Beat: entrepreneurship, investment expertise, strategic direction of finpension, and the reality of building a bootstrapped company
Ivo: finpension product insights, pension expertise, operational perspective, and modern leadership
3. Profile Revamp
We positioned both profiles so that when their ICP landed on the page, they would immediately know it was relevant for them and had a clear next step to take.
4. Content Engine
We built a hyper-individualized workflow for them, outside our usual structure, to minimize the time required from Beat and Ivo while maintaining output quality. We sit down with each founder to extract their input, ideas, and perspective - then turn that into LinkedIn posts written in their voice.
Before & After
Before
- Ivo: 819 LinkedIn followers
- Beat: 2,452 LinkedIn followers
- No LinkedIn content strategy
- Posts were infrequent
- No defined content pillars to guide production
After
- Ivo: 1,600+ LinkedIn followers
- Beat: 4,000+ LinkedIn followers
- Both founders are now recognized voices in Swiss fintech and pension
- Beat's posts regularly exceed 10,000 impressions (his strongest hitting 71,000)
- Together, they've generated over 930,000 impressions in under a year
- Ivo was recognized as a "LinkedIn Star" at the PK-Messe, Switzerland's largest annual trade fair for the occupational pension sector
