How Revolut reimagined their *core* customer (and grew to 50M users) 💳

Plus ChatGPT prompt to help you do the same

Happy Wednesday👋,

This is a paid edition. Want original models, frameworks, and mental shortcuts that make business growth faster and easier so you can sell *more* stuff? Click the little yellow button.

---

Revolut turnovers $4,245 a minute. That’s $6.11 million. A day. 🤯

In November 2024, Revolut announced they hit 50 million customers globally.

Receiving a $45 billion valuation (yes billion, with a B). They reported 2023 group revenue of $2.2 billion and pre-tax profits of $545 million.

But Revolut initially was positioned to go after the banking customer market. It wasn’t until the VP of Marketing said they’d got it wrong, that they should be focused on people that travel that things started to take off.

Here’s the story and what you can learn from it… 👇

(Plus the GPT prompt you can use to position your brand for your *best* customers)

“A lot of people had this view internally that Revolut was the Amazon of banking and we should be going after this banking user…

.. I had to make the point well firstly they all have bank licences, we don’t. Secondly, they all have bank-like features (like direct debits, standing orders) things you need in banking and we don’t.

So why are we going to fight for this very niche audience where we cannot compete with them from a product perspective and we do not have the assurance of saying to these people that we are a legitimate bank and your money’s protected and all the rest of it.

I made this call of saying whether we like it or not until the product catches up we are a travel company. We are going to say travel abroad with no fees and you know transfer abroad with no fees.” — here

The technique: Market-driven position, let’s get into it 👇

---

Step 1: Identify what your product *actually* does

Sometimes we think we do one thing, but actually, we’re doing another. The first step is to work out exactly what your product offers. Aka what problem (the real problem) it’s solving?

Here’s how (using Revolut as an example):

• Write out your problem statement — [product] solves [problem] for [user]. Aka Revolut solves all-in-one banking for everybody.

• List out the core functionalities — you need to be sure you are solving the problem above. Revolut has zero fees for travel charges and a simple user interface.

• Qualify core function with the problem— ask yourself, do the core functionalities help solve the problem? In Revolut’s case… no.

• Realign your core functions with key problem — now ask yourself, okay who is my product best designed for then? For Revolut, that meant focusing on people who travel.

Obviously this is a gross over simplification of how it actually works and it would take way longer in practice to list all these things out. And also, everything is obvious in hindsight but still, the framework is useful.

⚠️ Warning: be on the lookout for the ‘problem you think it’s solving’ they might be two different things.

Step 2: Frame your product as the solution

Once you are clear on your product and the problem you are solving, next it’s about empathy. It’s about understanding your potential customer and then positioning your brand as the solution.

✅ Revolut: Home or away, local or global —move freely between countries and currencies.

Put yourself in your potential customer’s shoes, here’s some thoughts for this newsletter and my positioning:

• “I don’t have time to research what works—I just need quick, practical advice to grow.”

• “I’m creating content, but it’s not getting engagement or conversions.”

• “I want my side business to grow, but I can’t dedicate full-time hours to it.”

✅ Part-Time Creator Club: Building part-time? Get more clicks, engagement, and business growth—without wasting time on trial and error."

Step 3: Identify your ‘high need’ audience

Now, specificity matters…

Instead of just saying “part-time creators,” let’s define who benefits the most:

💡 Obvious audience: People who write, create, or build businesses online.
💡 Less obvious but high-need audiences: 9-to-5 professionals growing a personal brand.

🎯 Real audience insight:

• Revolut: Travellers that were spending a fortune on transfer fees.

• Part-Time Creator Club: Busy professionals growing a personal brand.

Step 4: Align Messaging with Audience Priorities

Current messaging:
“The Part-Time Creator Club teaches Part-Time Creators to learn how to get more clicks in their business, in 2 minutes.”

Let’s refine it based on what the audience actually cares about.

• What they want: More engagement, more revenue, less time wasted.

• What they don’t want: Vague advice, complex business strategies, slow results.

✅ Optimized messaging:

'Practical, no-fluff business tips for 9-to-5 professionals growing a personal brand. Don’t have 40+ hours a week to grow your brand? Cool. Get more clicks, more engagement, and more sales—without the guesswork — in 3 minutes a day.

This makes it clearer who it’s for (busy people working 9-to-5) and why they should care (quick results, no fluff).

Wanna try it out for yourself?

Here’s the ChatGPT prompt 🤖

📌 Market-Driven Positioning Framework Prompt

I need help refining my market positioning using a structured framework. Here’s my initial positioning statement:

➡️ [Insert your current positioning statement here]

Follow this step-by-step framework to improve it:

Step 1: Identify What My Product Enables
What are the key capabilities my product/service offers?
How does it change what my audience can now do more easily or efficiently?
What pain points does it remove or significantly reduce?

Step 2: Define the Core Job-to-Be-Done (JTBD)
What fundamental problem is my target audience trying to solve?
What workarounds or alternatives are they using today?
Why do existing solutions fail them?
Create a JTBD statement that frames my product as the solution.

Step 3: Identify the Best-Matched Audience (Not Just the Obvious One)
Who benefits the most from my product’s capabilities?
Beyond the obvious niche, who else shares the same needs but lacks a great solution?
Are there underserved audiences I should focus on?

Step 4: Align Messaging with Audience Priorities
Rewrite my messaging to clearly state:
✅ Who it’s for
✅ The key problem it solves
✅ The outcome it delivers (in clear, compelling language)
Keep it benefit-driven, avoiding vague or generic descriptions.

Step 5: Test and Refine Positioning
Suggest ways to test this new positioning (A/B testing, audience feedback, content strategy tweaks).
Provide 2-3 variations of my positioning statement to test.

🔹 Final Task:

Rewrite my positioning statement in one concise sentence that clearly communicates the unique value of my product.

That’s all for today.

Much love,

Eve

Founder - Part-Time Creator Club

---

What did you think?

🙌 Loved it - gift a subscription.

💛 Total banger - refer it to a friend or share it on your socials.

👌 Room for improvement - leave a comment or send me a DM.