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How Upstart Martech Firm Genesis is Reinventing Content Marketing with Guaranteed Results – ReadWrite



Brad Anderson

Connecting with customers gets more difficult every year. New brands, social media channels, and distractions make attention the most valuable currency of all. Even for businesses with healthy pools of paying customers, connecting with those customers can be a frustrating experience. Here is how Genesis is reinventing content marketing — with guaranteed results.

Businesses today may be fighting a tough battle, but the good news is that companies also have access to a better suite of tools than ever before. Now that everyone carries a smartphone, practicing a mobile-first approach allows companies to create more meaningful connections with customers at the times and places where those customers are most willing to listen.

Genesis, an upstart marketing technology platform, understands the importance of reaching consumers with a mobile-first experience more than anyone. Smartphones and mobile strategies evolve every year, but savvy brands can earn consistent attention from their target audiences with the right approach.

Why a Mobile-First Experience Matters

App stores are crowded, and many mobile experiences leave a lot to be desired. Still, mobile remains the most effective communications tool for companies to connect with customers and prospects.

Even when people use other technologies, they often use them in conjunction with mobile. At the end of 2019, 88% of Americans said they use their cell phones while watching TV. People pull out their phones while standing in line at the grocery store, in the bathroom, and sometimes even in places where they shouldn’t, like movie theaters or stop lights. Today’s society is permanently connected to mobile technology, and any experience that does not reflect that reality misses the bigger picture.

“When we talk about the mobile experience, we’re really talking about the human experience,” says Chris del Rey, CEO of Genesis. “Our smartphones are integral parts of our lives, often the first thing we pick up in the morning and the last thing we use before going to sleep. Understanding how we use our phones as an extension of ourselves is essential for brands designing better mobile experiences.”

The status quo isn’t the ideal situation for practicing mindfulness, but businesses can’t trade the reality they have. People are glued to their phones, spending an average of 3-4 hours per day looking at a small screen. With a global pandemic limiting entertainment options, people spent even more time on their devices this year.

“People have enough options for distractions on their phones,” says del Rey. “They don’t need more junk to filter out: They need experiences that help them meet their goals, whatever those goals might be.”

For businesses, the situation presents an easy choice. Either create mobile-first experiences to go where the customers are or push back against the inevitable and watch the competition do it first.

The era of the mobile-first connection is well underway. The only question is, who will make the most of the opportunity?

Deliver a Superior Mobile-First Experience

The advantages of a mobile-first experience are undeniable, but how can businesses make the most of the tools available to them? These tips will help you create mobile experiences for your customers that are engaging, effective, and welcome.

Eliminate the friction of downloads.

Your customers want to do as little work as possible to connect with you. The longer your forms are, the fewer people will complete them. The same is true for mobile experiences: the more effort you require of your customers, the fewer people will follow through with the experiences you design.

Create mobile-first opportunities that do not require your customers to download anything to enjoy the full experience. Genesis offers a helpful tool called APP>LESS, which allows businesses to create app-like experiences without asking users to install something. Solutions like in-browser experiences and QR codes place the burden of curating the experience on the company, allowing the customer to enjoy the engagement with as little work as possible (while substantially increasing conversion rates).

Allow the customer to control the conversation.

No one appreciates a sales pitch. Discounts and coupons are nice, but when people open their phones, they usually want to solve a problem of some sort. Sometimes, that problem is as simple as a search for the nearest Thai restaurant, while other times, the user wants to connect with someone who can help.

Chatbots and AI can help businesses anticipate mobile users’ needs and respond in a way that is both helpful and unobtrusive. For example, customers browsing for new car parts may not want to search a wide selection of inventory. A chatbot can ask a few filter questions to get the user to the right pages without coming across as pushy or unnecessary. Make the introduction to offer the help, but let the customer decide whether to accept.

Provide experiences specific to the consumer and situation.

Most people can smell a generic ad from a mile away. After years of pop-ups and other annoyances, the human race has evolved to ignore anything that indicates irrelevance by casting too wide a net. Companies should trade in quantity for quality to target customers with experiences that meet immediate needs.

Location-specific advertising can be a powerful tool for this purpose. Using IoT sensors and Wi-Fi networks, businesses can send notifications to shoppers in stores about special nearby discounts, down to the aisle.

Genesis offers another solution, IMPULSE, which combines influencer testimonials, action-oriented communication, and GPS targeting. This can be a powerful tool for brick-and-mortar businesses, such as boutiques and restaurants, but bigger businesses can use location-based experiences as well. It’s all about the creativity of the person behind the screen.

Making Mobile Work for You

You don’t have to be a master of mobile advertising or a professional app creator to design mobile-first experiences customers will appreciate. Thousands of helpful tools are available to help you provide the services and features your customers expect on the platform they use more than any other. Start by thinking about what your customers need, design a strategy around that need, and begin building better mobile-first experiences with the customers at the center.

Image Credit: andrea piacquadio; pexels

Brad Anderson

Editor In Chief at ReadWrite

Brad is the editor overseeing contributed content at He previously worked as an editor at PayPal and Crunchbase. You can reach him at brad at


Fintech Kennek raises $12.5M seed round to digitize lending



Google eyed for $2 billion Anthropic deal after major Amazon play

London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Fortune 500’s race for generative AI breakthroughs



Deanna Ritchie

As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations



Deanna Ritchie

As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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