Claiming the space no competitor could
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With competition heating up in the financial crime prevention space, ThirdEye turned to Wonderthink to sharpen their edge. We delivered a bold new brand strategy that shifted them from tech speak to a human, purpose-driven story – unlocking a space no competitor could authentically claim.
The right time for a real differentiator
ThirdEye is a financial crime prevention platform helping organisations detect risk, reduce fraud and stay compliant.
Their team had a powerful story to tell – decades of credibility, deep technical capability and high-touch support that customers love. But in a market flooded with generic SaaS players and AI-heavy startups, the ThirdEye team were struggling to show what made them different.
Everywhere you looked, competitors were talking about the same things: detection rates, compliance requirements, AI models and monitoring features. All important features – but all sounding eerily similar with nothing to set them apart.
Keen to articulate the real value behind their technology as they shifted into new markets, the team recognised it was time for a positioning shift – one they could own with confidence and conviction.
“I couldn’t be more impressed with Wonderthink’s work on our brand positioning.
They quickly grasped our technology and market challenges across Australia, New Zealand and the UK.
– Piet van den Boer, Senior Marketing Manager at ThirdEye
Uncovering the purpose that set them apart
To kick things off, ThirdEye invested in comprehensive market research led by Wingmaven, which provided a deep understanding of their target customer groups.
Then, our Brand Spark Workshop brought together voices from sales, product, customer success, account management and regulatory teams across three countries. That cross-functional perspective revealed something powerful: ThirdEye’s differentiation wasn’t just in what they build, but in how they show up.
Customers didn’t see ThirdEye as a vendor. They saw them as a partner – people who genuinely care about protecting their customers from harm.
That was the breakthrough moment.
From this insight, we built a full brand positioning platform that moved them out of cold, technical, feature-focused language and into an emotional territory, rooted in purpose and humanity.
ThirdEye’s custom brand positioning included:
- A brand purpose that positioned them squarely on the side of the crime-fighters
- A promise that spoke to the transformation they enable
- A clear articulation of their strengths and customer benefits
- A mic-drop, single-minded message: Your partner in fighting financial crime
We also created a product messaging matrix connecting the positioning all the way through to features, benefits and market-specific needs – giving the entire organisation consistent, confident language.
And importantly, the ThirdEye team embraced it. Their willingness to step into a more human story gave the brand positioning the steam it needed to make a real impact.
A new brand positioning brought to life
With a clear, purpose-driven positioning in place, ThirdEye now had the strategic foundation to transform their entire brand. It became the launchpad for a full suite of marketing and product assets, including the new ThirdEye website.
ThirdEye collaborated with the brilliant team at Previously Unavailable, who developed a striking visual identity that translated the brand’s newfound emotional clarity into a distinctive design system.
ThirdEye’s in-house designer Nick Jones brought that identity to life online, creating a website that not only looks exceptional but communicates the positioning with the clarity and energy we set out to achieve from day one.
The result is a brand that feels united from strategy through to execution: a cohesive expression of who ThirdEye is and the mission they’re committed to.
“Wonderthink expertly distilled our core strengths into messaging that really captures our personality, and the framework they developed has given us clear direction and a distinctive voice that cuts through in a crowded market.
The collaborative process was efficient and insightful, with Wonderthink consistently delivering great work.
I highly recommend them to any tech company looking to sharpen their market position.”
– Piet van den Boer, Senior Marketing Manager at ThirdEye
We can help with…
Brand strategy
Every brand has something special.
But not everyone knows how to put it into words. We help brands uncover and articulate their something special – their key strengths, transformational promise and, of course, their differentiator. And we give them a strategic framework that helps their entire team get around it.
If you’re ready to take the next step in your brand’s evolution, we’re here to make it happen.
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