From Consumer Startup Launch to HR Tech Innovation and Beyond - Building a Brand From All Sides

Our partnership with SupportPay, a fintech platform designed to simplify family finances, started nearly 15 years ago, when Resound came on as the brand’s very first agency of record. With an initial focus on providing a much-needed app for divorced and separated parents to manage and share expenses, SupportPay faced a unique challenge: how do you market a solution for a topic that many people prefer to avoid?

Divorce and family finances can be uncomfortable subjects, yet they impact millions of families. To succeed, we needed to shift the conversation, turning what was once considered taboo into an open and necessary dialogue.

"In Resound, I’ve found a trusted partner who surpasses expectations telling our story to and through the media. No other firm aligned as closely with our goals, and it shows in the team’s results more than a decade on."

Sheri AtwoodFounder & CEO, SupportPay

Key Challenges:

Breaking into a traditionally taboo market space around divorce and family finances
Expanding focus from a consumer-focused app to establishing credibility in the B2B/HR benefits space and beyond
Building awareness and trust with both consumer end users and enterprise decision makers
Navigating a unique position between traditional financial apps and family-oriented solutions

Breaking New Ground in Family Finance

We started by positioning SupportPay not just as a tech solution, but as a voice of expertise in modern family financial management. Through strategic media outreach and carefully crafted storytelling, we helped the brand and its dynamic founder, Sheri Atwood, navigate the delicate balance between highlighting the practical benefits of its platform, while addressing the sensitive nature of its mission.

Phase 1: Consumer Launch & Market Education

Introduced SupportPay to the market through strategic media outreach and founder storytelling
Leveraged the founder's expertise to provide timely financial advice and insights
Secured coverage in mainstream consumer and personal finance media
Built credibility through app roundups and feature stories

The strategy paid off. Within the first few years, SupportPay began appearing in major consumer publications, from CNBC to Real Simple to Parents Magazine. What made these placements particularly powerful was how they normalized the conversation around co-parenting finances. Each piece of coverage didn't just promote an app, it opened up crucial discussions about modern family dynamics and financial wellness.

“When I started SupportPay, divorce and single parenthood were niche topics few were willing to talk about, let alone cover. Resound built a pathway to visibility that only grew alongside our consumer offering. Years later, as we entered the employee benefit market, I knew the team could do the same."

Sheri AtwoodFounder & CEO, SupportPay

Pivoting to the Workplace

As SupportPay's visibility grew in the consumer space, a new opportunity emerged. The company recognized that its solution could have an even broader impact as an employee benefit, helping companies support their workforce through major life transitions. This meant evolving their narrative from a consumer-focused story to include another side of the story: one that resonated with HR leaders and benefits decision-makers.

Still, the same challenges persisted. If consumers were hesitant to discuss their own family finances, how could we expect their employers to focus on the topic? To start planting the seeds, we focused first on building credibility within the HR and benefits trade media, securing regular coverage in publications like Employee Benefit News and Benefits Pro. This strategy of "owning the niche" proved invaluable, laying a strong foundation for broader business media coverage down the road.

Phase 2: B2B Market Entry

Developed focused strategy targeting HR and workplace media
Started with core trade publications to build sector credibility
Expanded credibility through industry analysts and awards programs
Created unique influencer initiatives targeting caregivers and divorced parents in the workplace
Positioned SupportPay as an innovative employee benefit addressing modern family needs

The careful groundwork in trade media opened doors to larger opportunities, with major media like Fast Company, Forbes, and Business Insider starting to feature SupportPay's innovative approach to workplace benefits. Industry analysts took notice too, with both Forrester and IDC recognizing the company's unique position in the market.

But perhaps most significantly, the conversation was changing. What started as a solution for divorced parents was evolving into a broader discussion about modern family finances and workplace support. SupportPay was no longer just part of the conversation, they were helping to lead it.

"Running a startup, I need more than an advisor to help us find our footing in the press. I need results. At each turn, from establishing our presence in new industries to maximizing exposure of our mission, Resound delivers.” - Sherri Atwood, CEO & Founder, SupportPay

Measuring Success

The numbers tell a compelling story. Over 2.5 billion media impressions with 50% year-over-year growth, more than $10M in funding secured, and a steady stream of new customer acquisitions directly attributed to SupportPay’s PR efforts. But the real impact goes beyond metrics.

Through strategic media placements, thought leadership, and industry recognition, SupportPay has helped normalize conversations about divorce and family finances in both consumer and workplace contexts. Sheri and her team have shown that addressing these once-taboo topics isn't just the right thing to do… it's good business.

Resound’s PR program delivered significant results across multiple areas:

Media Coverage & Reach

Generated over 2.5B media impressions with 50% year-over-year growth
Secured high-profile coverage in outlets including:
Business & Tech: Fast Company, Forbes, Business Insider, Axios
HR/Benefits: Employee Benefit News, Benefits Pro, HR Morning
Consumer: CNBC, USA Today, Real Simple, Parents
Achieved regular byline placements and commentary opportunities
Established recurring features on targeted industry podcasts

Business Growth

PR efforts directly contributed to customer acquisition and app downloads
Helped secure over $10M in funding from key investors
Generated valuable leads and opened dialogue with major organizations
Built credibility with industry analysts including Forrester and IDC
Won multiple industry awards including Brandon Hall Excellence Award

Looking Ahead

Today, SupportPay continues to expand its vision, broadening its focus to address comprehensive family financial management. As the company grows, our PR strategy evolves with it, continuously finding new ways to tell their story and reach new audiences.

What began as a consumer startup launching a new solution has grown into a recognized leader in both the consumer fintech and HR benefits spaces. It's a testament to the power of strategic PR in not just building a brand, but in changing perceptions and opening up new conversations.

The SupportPay story demonstrates that with the right approach, even the most challenging topics can become opportunities for meaningful dialogue and positive change. It's about more than just getting media coverage, it's about helping shape how we talk about and support modern families, both at home and in the workplace.

Today's PR Is Different. So Are We.

Resound has never done things the traditional way. We built our agency helping small brands and startups win land grabs against huge competitors - then had major brands hire us to get them the same hustle and results.

We've had to be authentic, scrappy and creative from day one. Being flexible and forward-thinking is in our DNA. It's why our press contacts trust us -- and look forward to our thoughtful outreach and personalized approach.

And it's why brands both large and small flock to Resound when other agencies fall short.

About Resound

We're a certified woman-owned agency that works with B2B and consumer brands that change how we live, work, and play.

We've spent more than 20 years helping companies at every stage of business build credibility and visibility through PR.

Our unique approach throws out the rule book, puts creativity and hustle first, and identifies the best strategies for your unique business goals - blending traditional with digital, earned with paid, media with influencers, and more.

From mainstream consumer & business media to tech, vertical, and key trades, we know what it takes to get brands noticed.