Untangle Money: Wealth for Every Woman

Miranda R. Goode, Tanisha Juneja

Product #:W46920

Supplier:Ivey

Discipline:Marketing, Strategy

Setting:Canada, 2025

Details:Case (PDF) • 13 pages • 2026-02-27 (Rev: 2026-05-01)

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AWARD WINNER: First Place in the 2025 Ivey Women Investing in Leadership Case Writing Competition

In September 2024, the CEO and founder of Untangle Money faced critical decisions as the company prepared to launch its self-serve financial planning platform, Untangle MINI. Having found success with Untangle MAXI, a coaching service for women over 35, the company needed to decide whether to continue focusing on its existing audience or shift its attention to younger women, who had long-term wealth-building potential but lower financial literacy. The CEO also had to determine the most effective communication plan to reach this new audience, considering options such as social media campaigns, corporate partnerships, private schools, and online communities.

Learning Objectives

This case is designed for undergraduate or graduate marketing courses in marketing strategy, branding, and consumer behaviour. It is useful early in a marketing strategy course to emphasize the difference between positioning (determining the most relevant consumer segments and marketplace differentiation to achieve business objectives) and the various marketing actions associated with the customer acquisition journey (including awareness, acquisition, engagement, activation, and retention).

The case encourages students to consider the complexities of market adoption, competitive differentiation, and value proposition development in an industry where consumer awareness, knowledge, and engagement play a crucial role. Through the analysis of key factors such as consumer segmentation, communication channels, and brand messaging, students will develop a strategic framework for making data-driven decisions that drive business growth and long-term success.

After working through the case and assignment questions, students will be able to do the following:

Analyze qualitative and quantitative data to understand consumer behaviour and market adoption challenges.
Evaluate brand positioning strategies and assess their impact on consumer perception and growth.
Examine consumer behaviour, industry patterns, and market size to appraise segment attractiveness and profitability.
Apply conceptual marketing tools, such as the jobs-to-be-done framework, to align consumer needs with service offerings and marketplace differentiation opportunities.