In a world full of AI products, "AI platform for..." has lost its meaning. Metal team has built the product with advanced data infrastructure and deep understanding of PE workflows, but conversations kept devolving into feature comparisons, failing to connect with the real-world pressures that drive businesses to seek partners in their AI transformation.
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I repositioned Metal as "Institutional Intelligence for Private Equity", giving clients a clear framework to understand what Metal offers and achieves.
The core shift: stop selling time-saving tools, start selling transformation. Senior partners have decades of deal-making intuition trapped in their heads. Metal turns that scattered expertise into a permanent edge that's yours alone.
The logo speaks to this value: connecting and preserving scattered knowledge into systematic advantage. Every visual decision balanced institutional gravitas with intelligent surprise.
- Site engagement 28%↑
- Client acquisition 37%↑ post-rebrand
- Competitors start copying the positioning but only on the surface
Aanvik Singh
Meg Aki
Ziyi Tang (Helen)