Mobile finance brand Moven banks on Diffusion PR

Diffusion is the first PR firm on retainer for the financial management app.

NEW YORK: Mobile banking and financial management app Moven has picked Diffusion as its PR AOR after a competitive review.

The firm, which went up against two other agencies in the final round, began working with Moven in May, said Diffusion President Ivan Ristic.

Moven did not have a PR agency on retainer before hiring Diffusion, he added.

"We were incredibly impressed by Diffusion’s creativity and attention to detail," said Mohamed Khalil, head of product, data, and distribution at Moven, via email. "They really understood how to differentiate us in an extremely competitive mobile app landscape."

He added that Diffusion’s "deep knowledge of the consumer tech industry" will help Moven get its message out to b-to-c and b-to-b outlets.

Ristic said a major goal for the account is to get more "urban professionals" interested in the brand, particularly those who are already interested in money management and personal finance.

Diffusion, with a core team of six staffers on the account from its New York office, will roll out consumer-focused campaign elements in the next few months. The campaign will target consumers who are tech-savvy, as well as those who are not but are financially aware, explained Ristic.

In addition to engaging tech and financial media outlets to raise awareness, Diffusion will ramp up social media activity for Moven.

Ristic added that it’s also important for Diffusion to help the brand build credibility and trust among consumers.

Contract details on the account were not disclosed.

Moven founder and CEO Brett King appeared on CNBC on Tuesday to discuss the changing banking landscape.

The company also recently partnered with Accenture to create new digital banking services.

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