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Leveraging the power of groups to get great deals is nothing new but it had never really happened in the world of financial products. Cinch worked to change this with their first property, called Cinch For Teachers. It was a site where teachers could get smart about the financial products they rely on every day and learn to use their individual and collective power to help their dollars go further.
Like most folks, teachers don’t have the time to get as smart about financial products as they’d like. So we settled on a very modular design for Cinch and loaded it with powerful little nuggets of content and simple tools, none of which took more than 2-3 minutes to digest or use – and made it easier for Cinch to syndicate their content out to partners.
It was obvious the site not only had educate, it had to function as a real advocate for teachers. We felt the best way to do this was to lift the veil on how most financial products work and explain who makes money on them and how. We also wanted to drive home how teachers are uniquely attractive to providers of financial products because of their reliability and income levels. And then we told teachers how to put their knowledge to work in their interactions and negotiations with providers.
Informed by interviews with teachers, we devised tools that asked very little of the user and helped them move towards a place of increased understanding of the types of mortgages, insurance, credit cards and banks accounts they should be considering.
Finally, we of course showcased providers that offered the best financial products for teachers from each of our categories. We even compiled a comprehensive set of discounts that teachers could leverage on everything from clothes to computers.
We built Cinch as an HTML5, responsive web site on an LAMP stack using mobile-first development principles. Each of the content modules could be used throughout the site, allowing for content editors to mix and match page content and still make updates from one place. Site tools leveraged a variety of third-party APIs to deliver the most robust mortgage calculator and auto insurance quote experiences possible. And we integrated Google Site Search.