STRATEGY

To capture the attention of Sezzle's target audiences through the media, 5W combined Sezzle's impressive growth trajectory - including the recent news of the company's first international launch, in Canada - with recognizable names from larger companies in the space to create a "David versus Goliath" narrative. To support that story, 5W identified and highlighted important differentiators that also played into industry themes.

• The ASX as a unique opportunity and advantage for Sezzle, given the exposure to a population well-versed in alternative payment options still new in the U.S.
• Technology that personalizes each shopper's credit limit based on proprietary algorithm and prior Sezzle use to ensure responsible financing.
• The company's midwestern roots have influenced its development, from ease of use (highest-rated solution on the market by consumers) to targeting low-ticket, high-frequency purchases.
• The importance of the product to support the debt-heavy, credit-light U.S. millennial population as well as smaller e-commerce retailers in 7 countries across the world.

The team pitched top-tier business and financial publications under embargo with an emphasis on outlets that would reach their core audiences. On the day of the IPO, they set up briefings to ensure a steady stream of coverage and conducted extensive outreach to a broad list of business, financial, retail, and payments publications.