How did I make a savings product belong on an investing platform?

  1. 1

    Start with what customers do.

    Cadre members already invest in real estate. Cash gives their money somewhere to work between investments.

  2. 2

    Give the product a headline.

    “3% annualized on cash.” One number makes the value easy to understand and easy to remember.

  3. 3

    Make trust part of the pitch.

    By offering up to $750,000 in FDIC insurance eligibility through partner banks, members have a reason to feel comfortable keeping more cash on the platform.

  4. 4

    Build from what customers already know.

    Carry the Cadre experience through the positioning, disclosures, and rollout, so Cash feels like a natural extension of the platform.

What happened.

$25M+deposited in the first 90 days
20%of eligible members activated Cadre Cash
4months from brief to launch-ready plan