Synctera
Synctera is a Banking-as-a-Service platform that connects community banks with fintechs through modular, API-driven infrastructure. Operating as a two-sided marketplace, Synctera provides both banks and non-bank companies with the technology and compliance tools needed to launch compliant banking products while maintaining effective oversight and risk management.
The challenge
Synctera approached Wunderdogs needing to reposition from a startup-focused platform to an enterprise-grade solution targeting mid-level enterprises and vertical SaaS businesses. The core challenge was overcoming market skepticism following high-profile BaaS failures like Synapse, where poor compliance practices left customers unable to access funds for months and damaged trust across the industry.
The company needed to differentiate itself in a crowded market where many competitors had adopted risky models that internalized compliance decisions, leaving banks "flying blind" without proper oversight tools. Synctera required a brand that would communicate their compliance-first approach and deep banking expertise to both cautious banks and ambitious fintechs.
Repositioning for trust and scale
Wunderdogs crafted a positioning strategy that highlighted Synctera’s dual-sided model and focus on transparency and oversight. The updated brand shifted perceptions from early-stage startup to enterprise-ready partner, while retaining the personal, friendly tone that set them apart from legacy providers.
Visually, we evolved the identity by building on existing assets and refining the space-themed language to emphasize connection, modularity, and trust: key signals for both banks and fintechs evaluating long-term scalability and reliability.
Clarifying BaaS for a two-sided audience
The website strategy centered on educating the market about compliant BaaS practices while positioning Synctera as the safe choice. We created distinct user journeys for banks (focusing on oversight tools and compliance capabilities) and fintechs (emphasizing speed-to-market and flexibility), while maintaining unified messaging about transparency and partnership.
Built with performance optimization in mind, the site achieved exceptional technical metrics: 91/100 performance score, 96/100 best practices, and 92/100 SEO rating. The comprehensive information architecture accommodated complex technical content while remaining accessible to both technical and business stakeholders across the two-sided marketplace.
Building Trust in a Skeptical Market
After industry failures left customers without access to funds, the BaaS space demanded proof of resilience and compliance. Synctera’s refreshed positioning addressed these concerns head-on, highlighting their six principles for “Getting BaaS Right”: from transparent bank relationships to strong compliance and operational safeguards.
The result is a brand that repositions Synctera as a trusted, enterprise-ready platform built for scalable, risk-aware partnerships in embedded finance.
Wunderdogs was a great partner in getting our new website completed. While it took a bit of time to refine the visual identity and website design, the end product delivered what we were hoping. Project management and communication was super clear throughout the process, and whenever confusion arose the team was great to work with to bring it to resolution.
Director of Marketing, Synctera
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