Case Study SummaryOptimist worked with Kubera, a consumer financial SaaS for high net worth individuals, to build a deep and hyper-specific targeted content strategy that would attract niche users looking for a specialized wealth tracking solution.Engagement: ~12+ months GTM Motion: Product-led growth (PLG) Outcome: ~3,000% increase in site-wide organic traffic Outcome: 43x increase in product signups |
Kubera is a PLG SaaS product in the personal finance space—but not in the way most finance tools operate. Positioned as a “personal balance sheet,” Kubera serves high- and ultra-high-net-worth individuals who need a secure, centralized view of complex asset portfolios.
When Kubera engaged Optimist, the main challenge was threading the needle for a product that sits somewhere between common financial trackers and full-blown wealth management services. The product wasn’t competing with mass-market finance apps; it was competing with custom spreadsheets and ad-hoc systems built by sophisticated users with highly specific needs.
Problem
Kubera faced a difficult growth constraint:
- Extremely niche target audience
- Highly complex, non-standard asset scenarios
- No obvious high-volume keyword category to anchor growth
- Need to educate without crossing into personalized financial advice
- Strong PLG motion, but limited organic discovery among ideal users
Generic personal finance content would not only fail—it would attract the wrong audience entirely.
Solution
We built a hyper-specific, jobs-to-be-done content strategy designed to mirror how Kubera’s ideal users actually think about their wealth.
Deep User Research
- Analyzed conversations across Reddit, forums, and third-party communities
- Focused on moments of financial transition:
- Founder exits
- IPO windfalls
- Early-employee liquidity events
- Identified recurring anxieties, decisions, and planning challenges
Feature-Led, Scenario-Driven Content
- Mapped Kubera’s features to real-world decision-making contexts
- Built content around:
- Core asset-tracking use cases
- Fringe but high-intent scenarios
- Complex combinations (e.g., crypto + fiat + real estate)
- Expanded coverage gradually to dominate an otherwise fragmented topic space
The goal was not to provide one-to-one financial guidance, but to:
- Help users understand why managing complex wealth is difficult
- Show how a centralized system enables clarity and control
- Position Kubera as the natural infrastructure layer for high-net-worth financial visibility
Outcomes
- ~3,000% increase in organic traffic across the site
- 43x increase in product signups
- Consistent discovery from highly qualified, self-selecting users
- Clear alignment between content, product value, and PLG conversion paths
Kubera achieved scale without broadening its positioning, proving that depth, not volume, can drive outsized PLG growth in niche markets.
“Optimist understands business growth.
—Rohit Nadhani, CEO
Their team delivers world-class work with a laser focus on driving business results.”
