Compared to peers, Canadian P2P has conservative image

This past week saw the launch of not one, but two peer-to-peer lenders. The first, IOU Central, introduced Canadians toP2P lending with a conservative look compared to its U.S. peers.

The website features images of folks who are arguably more mature than the stereotypical Gen-Y audience commonly — but not always accurately — associated with P2P lending.

There’s Ms. Borrower (upper left) in her 30s. Mr. Successful (upper right) is 40-something. Mr. Banker Endorsement is 40-something (lower right). The youngest guy on the page is IOU’s CEO & President Phil Marleau (center bottom), and he’s pretty stiff in his introductory video.

The site’s marketing also seems to exploit sexist clichés:

• Man = success, wealth, money, choices, power
• Woman = needy, “designer,” dreamer, weak

The colors – steely blues, icy gray and black – are a stark contrast to sites like Zopa where a lighter overall feeling prevails. Shown, in order, are Zopa, Prosper and Lending Club:

Key Questions:

• Is this a deliberate attempt by IOU to differentiate its brand?
  Perhaps by appealing to a Gen-X and Boomer audience?
• What are the differences between the U.S. and Canadian P2P audiences?
• Will IOU’s intended audience respond favorably to the “serious and secure” brand image it projects?

Related Articles From The Financial Brand:

• 7 Steps to Find Your Brand’s Personality
• Q&A: Lending Club’s Rebranded Identity
• Antes vs. Drivers: 3 Steps to Find Relevant Differentiation
• The 15 Most Common Brand Positions in Retail Banking