The Challenge
AUVP Capital faced a critical transition: evolving from a successful infoproduct company to a sophisticated investment consulting and private banking firm. This wasn't just a rebrand—it was a complete business model transformation that required maintaining existing revenue streams while building credibility in a highly regulated financial services market.
The challenge was multifaceted: how do you maintain customer trust during a major pivot? How do you reposition a brand without losing existing audience? And most critically, how do you achieve this transformation while not only maintaining but actually growing revenue by 60% year-over-year?
- Brand Identity Crisis: Needed to shift from education-focused messaging to investment authority positioning
- Audience Retention: Maintain existing customer base while attracting institutional clients
- Regulatory Compliance: Navigate financial services regulations while scaling marketing efforts
- Revenue Continuity: Ensure no disruption to cash flow during transition period
- CEO Dependency: Reduce brand reliance on single personality while maintaining authority and trust
Strategy & Execution
My approach centered on a phased rebrand strategy that prioritized messaging architecture, multi-channel campaign coordination, and data-driven optimization. Rather than an overnight transformation, we implemented a systematic approach that built authority while maintaining existing revenue streams.
Brand Independence Strategy
A critical component of the rebrand was reducing AUVP's dependency on CEO Raul Sena as the sole face of the company. While he remained the primary authority figure through YouTube content and AUVP School courses, we systematically diversified the brand's human capital to create sustainable, scalable authority.
Multi-Face Brand Development
We transformed willing team members into brand ambassadors and positioned investment consultants as trusted authorities, creating a distributed trust model that reduced single-person dependency risk.
Employee Creatives
Recruited willing employees to appear in creative content for AUVP School and AUVP Consultoria, diversifying face representation
Consultant Positioning
Launched weekly live sessions featuring investment consultants discussing finance and market topics to build individual authority
Content Repurposing
Transformed daily YouTube video clips into pitch content and creative assets for multi-platform campaigns
Trust Distribution
Built audience confidence in consultants handling million-dollar guidance through systematic authority building
Phase 1: Q2 2024
Messaging Architecture Development
Created new brand positioning framework, developed investment-focused content pillars, and established thought leadership narrative
Phase 2: Q3 2024
Multi-Channel Campaign Launch
Rolled out coordinated campaigns across YouTube, Meta Ads, influencer partnerships, and OOH advertising with unified messaging
Phase 3: Q4 2024
Team Diversification & Authority Building
Implemented employee creative strategy, launched consultant positioning program, and established content repurposing workflows for sustainable brand growth
Phase 4: Q1 2025
Authority Consolidation
Established AUVP as leading investment authority through high-retention YouTube content and thought leadership initiatives while maintaining distributed brand presence
- Brand Positioning: Developed comprehensive messaging framework positioning AUVP as premium investment consultancy
- Content Strategy: Created high-retention YouTube scripts that built authority while driving user acquisition
- Paid Media Management: Managed complex Meta Ads campaigns with sophisticated audience segmentation
- CRM Implementation: Built advanced Salesforce workflows to track customer journey from education to investment
- Influencer Partnerships: Coordinated campaigns with financial influencers to build credibility and reach
- OOH Integration: Executed outdoor advertising campaigns that reinforced digital messaging
- Team Brand Development: Systematically positioned employees and consultants as trusted brand representatives
- Content Repurposing System: Established workflows to transform YouTube content into multi-platform creative assets
Results & Impact
The rebrand exceeded all expectations, not only maintaining existing revenue streams but achieving significant growth across all key metrics. The systematic approach allowed AUVP to successfully transition into the investment space while building a stronger, more sustainable business model with reduced single-person dependency.
R$83M
Total annual revenue achieved in 2024
60%
Year-over-year revenue growth
R$6M
Monthly online school revenue (Q1 2025)
1000+
Monthly student enrollments maintained
15+
Team members positioned as brand ambassadors
300%
Increase in qualified investment leads