Crunchafi

Brand, Web, Performance

The Crunchafi wordmark drawing itself, bracket by bracket, on a lavender gradient.

Taking Crunchafi from platform to unified software powerhouse.

Details

Scope
Branding
Web design
Paid media
SEO
AI search visibility
Industry
SaaS, finance, B2B service offering
Industry
SaaS, finance, B2B service offering

Details

Crunchafi

Crunchafi (formerly known as LeaseCrunch) built its reputation as the go-to lease accounting software for CPA firms.

In 2024, they began acquiring software and adding to their product suite. By merging with Finagraph, a financial technology company, they quickly evolved past a lease accounting tool and outgrew their brand.

The challenge: Crunchafi needed a new brand to support their expanding product ecosystem and future acquisitions while maintaining trust with their current CPA audience.

With Marketwake’s help, Crunchafi did so successfully.

saas rebrand success

what we did

  • Brand messaging
  • Logo design
  • Positioning
  • Typography
  • Colors
  • Brand guidelines

Accounting for a new audience.

Our first challenge was establishing Crunchafi’s new brand identity that would unify their current toolset, support their expanding product ecosystem, and maintain credibility with CPA firms. Marketwake worked with Crunchafi to build their brand messaging from the ground up, defining positioning, value props, and mapping new audience personas. We also defined their entire visual identity, crafting a new logo, colors, typography, and establishing brand guidelines.

Pages of Crunchafi's brand guidelines sliding past, logo library, typography and iconography, before the wordmark in white on burgundy.
A woman working on a laptop at a wooden desk, seen from above.
A warm office corner with wooden shelving, where the Crunchafi mark appears on the wall.
Crunchafi's voice as four stacked bands, each opening in turn with its line: Knowledgeable, Witty, Future-focused and Straightforward.
A specimen of Sanomat Light, Crunchafi's typeface, its name and then its alphabet and figures fading in.
Crunchafi's grid patterns drawing themselves on deep teal and burgundy, labelled Spreadsheet and Workflow.
Crunchafi's three products in turn, each on its own colour with screens from the app: Lease Accounting, Data Extraction and Cash Flow.

saas gtm strategy

what we did

  • Web redesign
  • SEO migration
  • Content strategy
  • GTM strategy
  • Social media
  • Email

Going public.

The biggest undertaking of this project was completely redesigning the Crunchafi site. We created 50+ modular pages, produced dev-ready style guides, planned content, and migrated SEO from the previous site.

We then implemented a phased GTM launch of the rebrand, backed by paid search, SEO, organic social, and email marketing campaigns. From the brand and web updates and GTM launch, Crunchafi saw:

  • 38%decrease in cost per acquisition
  • 2xclick-through rate
  • 186%increase in conversions
  • 919indexed keywords in 30 days, up from 0
The new Crunchafi homepage on a laptop: “Simplify your complex accounting and financial processes”.
A "Request a demo" button pressed, opening Crunchafi's demo request form, which fills itself in.
Crunchafi's new site across desktop, tablet and phone screens.
Pages of the new Crunchafi site scrolling past on burgundy, from the homepage to the footer.

seo/aeo/geo

what we did

  • Keyword research
  • Search engine optimization
  • Answer engine optimization
  • Content strategy
  • Content writing

Doing our SEO and AI due diligence.

Before the rebrand, Crunchafi needed Marketwake to help them break through the accounting and financial software space on search engines.

To do so, we implemented a comprehensive B2B SaaS SEO strategy that included a pillar content approach, targeted keyword optimization, and quarterly updates. By aligning SEO/AEO efforts with industry trends and search behavior, Crunchafi brought significant organic traffic from the Top 400 CPA firms to their website.

  • 128%increase in organic leads
  • 425%increase in keyword growth since July 2021
  • 14,436%increase in organic traffic growth since July 2021
A search for “asc 842” whose AI Overview cites Crunchafi, above Crunchafi's guide to ASC 842 journal entries.
“ASC 842” in a circle, branching into the questions searchers ask about it, such as “Capital Lease vs. Finance Lease” and “Lessor vs. Lessee”.

paid media

what we did

  • Paid search
  • Keyword research
  • RSA copywriting

Getting paid right.

Lease accounting has one of the most competitive paid search landscapes out there. With everyone gunning for a spot on the sponsored results, we combined our paid search tactics with our accounting software SEO strategy by targeting lease accounting–specific branded and non-branded keywords through each stage of the sales funnel.

  • 326%ROI for paid search ads in 2022
  • 288%increase in “request a demo” submissions
A Crunchafi demo request landing page beside its sponsored search ad, “Time for a Better Method - ASC 842 Lease Software”.

“The [Marketwake] team is laser-focused on data and results, consistently driving impactful outcomes for our marketing efforts. The collaborative and energetic culture they bring to the table has made a noticeable difference in our success.”

Megan KrajnikChief Marketing Officer at Crunchafi
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