Case Study: Tax & Compliance Tech → Crypto Accounting
Brand, tone, UX, and guerrilla activations that punched above budget.
2× branded search | 174% YoY revenue growth | +25% users converting to paid
Barely anyone pays taxes on their crypto gains right now. They don't know they have to and even if they do - it's an impossible accounting task to DIY. Divly solves this and is getting ready to capture the market when the EU DAC8 regultion kicks in — and demand is expected to jump 20X.
The category? Around 20 crypto-tax providers — all better funded, all already live, all chasing the same users.
Divly wasn’t just the smallest player. It was the latest one.
No category awareness.
No brand recognition.
And a marketing budget that was… peanuts.
Before we could grow, we had to answer one question:
How do you claim space in a market where everyone has more money than you?
When we audited the category, one thing became painfully clear:
Every competitor looked and sounded exactly the same.
identical websites
identical blue branding
identical “tax reports in minutes” messaging
identical onboarding flows
zero emotional differentiation
A textbook commodity category with no brand loyalty.
And that’s where the opportunity was.
If everyone else is interchangeable…
personality becomes a competitive advantage.
Divly didn’t need to outspend anyone — we just needed to stand-out.
1. Repositioned Divly around the real professional pain
Competitors all sold the same promise: “crypto taxes done in 20 minutes.” But tax professionals weren’t struggling with time — they were struggling with competence and fear. “I don't understand crypto well enough to advise clients.”
So we repositioned Divly as the tool for non-crypto experts and the website headline became “Crypto taxes without the headache.”
2. Built a friendly, mainstream brand accountants aren’t afraid to recommend
The category was a wall of sameness: ~20 blue, overly technical providers with robotic copy and cold UI.
So we did the opposite:
approachable colour palette
warm, human tone of voice
accessible, beginner-friendly explanations
This instantly separated Divly from every competitor — and made crypto tax feel safe for professional audiences.
3. Launched a low-budget conference stunt that stole the show
Instead of paying €10–€20K for booths, we created a full Divly mascot costume and took it straight to major crypto events.
The result:
massive disproportionate attention
photo ops and social buzz
founders pitching with the mascot — unforgettable
all the visibility of a sponsor without paying the sponsor fee
A classic challenger-brand move: creativity over budget.
The brand started working for us:
Branded search 2x YoY — more people actively choosing Divly instead of its 20 lookalike competitors.
+25% improvement in free→paid conversions — because when your brand feels friendly and trustworthy, people commit.
174% YoY revenue growth on a laughably tiny budget.
A pun-filled Spotify playlist + humourous error pages (“Better luck nest time”) that eased tension during the ugliest parts of the process.
“Find us before the tax authority finds you” — only possible because the friendly Divly bird kept it non-threatening.
Lines like “I work in tax — of course I’m fun at parties” helped open Partner conversations without endless pitching.
When every competitor looks the same, creativity isn’t decoration — it’s a growth strategy.
A human tone, a distinct personality, and a bold activation beat a bigger budget every time.
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