Altrady
A full repositioning — new audience, new identity, new homepage(s), and a 15-day email sequence that matched their trial period step for step.
The Problem
Altrady was competing as an all-in-one crypto trading tool in a pond full of all-in-one crypto trading tools. The homepage said everything. Which means it said nothing to anyone in particular.
The brief wasn't a copy problem. It was a positioning problem.
The Insight
I was a trader. I knew the market from the inside.
Day traders increasingly buy prop firm challenges, they're playing with someone else's money under someone else's rules. That left swing traders: serious, self-funded, trading their own capital, looking for an edge that doesn't require them to stare at a screen all day.
Altrady's features mapped almost perfectly to that profile. Fewer decisions per trade. Automation handling the execution. More signal, less noise.
They weren't an all-in-one tool. They were home for swing traders. Nobody else was saying that.
The Work
New homepage positioning. New headline. New identity pages built around three trader types — swing, day, and bot — each speaking directly to how that trader actually uses the platform.
Then a 15-day onboarding email sequence built to mirror their free trial exactly. Each email introduced features through the lens of trader identity rather than product functionality.
Not "here's what the bot does." But "here's how a bot trader uses this on day four of their trial."
The campaign ran alongside a full funnel. Landing pages, ad copy, and sales pages written to the same strategic foundation.
The Result
Altrady went from talking to everyone to owning a category. The positioning held. The copy worked.
The engagement ended when the crypto bear market hit their revenue, not their results.