How Lunafi’s education engine 2X’d app signups to cement their authority as a trusted freelance financial partner
Baran Atmanoglu, Managing Partner at Maxitech
2X
App Signups Post Release
Hillary is more committed to perfection than anyone I have ever worked with.
She strategized and wrote all the content for Lunafi Academy, and her words made complex financial topics very fluent. It would be very dull content in the wrong hands. Not only did she complete thorough research on the subject, but she also shared her strategic vision on the structure and layout of the Academy webpages.
I am looking forward to working with her again (and again).
Before
After
THE CHALLENGE
Lunafi team had already built an intuitive, helpful financial app for freelancers, independent contractors, and gig workers.
The product vision was strong. The problem was empowering freelancers to take greater financial control over their futures.
They needed an educational hub that could:
- Explain financial topics clearly for non-experts
- Establish credibility in a high-trust category
- Give users a reason to return and keep learning
- Create a consistent voice the team could build on as the product evolved
Without a structured content foundation, even great features risked getting lost in translation.
Syntropy's Solution
We approached Lunafi Academy the same way we approach most content systems: start with clarity, then build a repeatable engine.
Step 1: Content & Audience Discovery
We mapped what the audience actually needed to learn to succeed inside the app.
Through research and stakeholder alignment, we defined:
- The core questions users were trying to answer
- The highest-impact topics by stage (getting started → ongoing use → growth)
- The right level of technical depth for a non-specialist reader
Step 2: Information Architecture + Editorial System
Next, we designed the structure and layout of the Academy so it felt cohesive, navigable, and scalable.
This included:
- A clear taxonomy of topics and subtopics
- Page templates to keep structure consistent
- Style rules to keep voice steady across writers and time
- Content guidelines for turning “finance-speak” into human language
Step 3: Research-led Copywriting + Production
With the system in place, we wrote the Academy content itself.
The goal was simple:
Write like a smart, friendly guide. Not like a textbook.
Every piece balanced accuracy and clarity, with a consistent tone that made dense topics feel approachable.
Step 1: Brand Diagnostic
We started by understanding what reusable brand assets Growth Friday actually had, and what was missing. Through discovery interviews, competitive analysis, market research, and a content audit, we mapped content gaps, strategic opportunities, and existing brand assets that could be repurposed or needed to be rebuilt from scratch.
This phase gave us a complete picture of where the brand stood and what needed to change to support the new positioning.
Step 2: Context Engineering
Next, we translated everything we learned into a system both humans and AI could use reliably. We codified Growth Friday’s new brand voice, audience insights, and best practices into reference documents, style rules, example libraries, and reusable templates.
This became the brand’s single source of truth for copywriting.
Step 3: Custom Brandwriter Toolmate
Only after building that foundation did we configure the toolmate. We drafted custom instructions that tied the AI directly to Growth Friday’s knowledge base—so every output reflected their actual voice, not a generic approximation.
The toolmate became a tool the team could trust because it was trained on their rules, not ours.