Featured campaign · Mock project
About me
Hey, I am Nupur, and I help companies generate demand, rank higher in SERP, and win customer trust through clear, actionable, and helpful content.
Contact details
LinkedIn ↗ Book a call ↗ Email ↗"An exceptional content writer who combines creativity with strategic thinking — and a great collaborator who always brings fresh ideas to the table."
Selected work
Business banking without the baggage
Marketing campaign
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StrategyWhy 11+ Unit Landlords Are Ditching Property Managers
Blog postSTR to LTR Transition Playbook: When to Shift
Blog postHow To Grow Faster Through Community-Led Growth
Blog postAudience Growth Strategies: Best & Worst Approaches (2026)
Blog postHow To Brief A Content Writer, And Free Templates
Blog postSEO for B2B: A Quick Guide to Boost Your Online Business
Blog post21 Product Demo Examples You Can Click Through (2026)
Blog postNupur's great to work with! From her outline to the draft, her work was super detailed and practical. She was super responsive and receptive to feedback throughout the process.
How to Break Out of Your Comfort Zone and Build Friendships Across Cultures
NewsletterHow to Manage Finances as an International Student
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NewsletterWhy Interactivity is The Future of Email Marketing
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About me
I help companies create and execute content marketing strategies that generate leads, support pipeline, and drive revenue (see my work). I believe content should do more than fill a calendar. It should strengthen brand voice, support the pipeline, and help the right people choose you over a competitor.
In the last five years of working with early-stage B2B startups like Mailmodo to global brands like beehiiv, Buffer, and SpotDraft, I’ve honed my skills to craft engaging, insight-driven, human-first content. My strength is creating content that connects customer problems to product value, whether that’s through blogs, emails, landing pages, newsletters, or video scripts.
A few things I’m proud of:
- Helped build the content foundation at an early-stage startup that drove 40k+ user growth per month.
- Led a landing page update project that drove a 15% increase in signups.
- Developed a consistent editorial voice and story structure that generated 60%+ open rates and a 15% month-over-month increase in subscriber growth.
- Wrote blog posts, customer stories, and landing page copy that ranked on Google’s first page and moved conversion numbers in the right direction.
If you care about building a clear, human brand voice while making content more consistent, useful, and tied to business goals, we’ll probably work well together. Say hi!
When I’m not working, you’ll find me reading a book, clicking pictures of the world around me, taking long walks, petting dogs, or penning down my thoughts about random, but thoughtful topics.
Case studies
A closer look at two projects where I rebuilt content from the ground up. The thinking behind each decision, and the results it drove.
+30%organic traffic in 6 months, plus #1 rankings for product-specific keywords
~60%average open rate, a 30% lift that grew the list past 2,500 readers
Nupur's ability to create engaging, highly optimized SEO content is impressive, clearly showing the depth of her expertise. No shortcuts here, just pure talent. Nupur's reliability and punctuality in meeting the deadline were invaluable to our content scheduling.
Overall, Nupur is a highly talented and dedicated writer who contributed to our content. I highly recommend her for any writing or editorial projects.
Saurabh Wani
Leading SEO @ Level AI · Ex-Notion · Ex-Writesonic (YC S21)
Contact
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Special thanks
This website was designed by me and built with Claude.
Kind words
What sets Nupur apart is her ingenious use of unique examples that bring her arguments to life, making her content truly stand out. Her professionalism, excellent communication skills, and collaborative nature make her an absolute joy to work with.
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Business Chequing
Campaign Strategy
Business Banking Without the Baggage
Product
Wealthsimple Business Chequing
Audience
Incorporated Canadian business owners
The brief I set myself
Drive awareness and account sign up for Wealthsimple Business Chequing that is objectively better on paper, but up against an audience that already knows their bank is expensive and stays anyway. The real barrier is not price but inertia.
Business owners tolerate bad banking because switching feels like another admin task they don't have time for. That insight shaped every decision in the campaign. I went with a "baggage" metaphor because it reframes fees as something customers actively carry, which means they can choose to put them down.
The campaign covers the full acquisition funnel: paid social for awareness, a nurture email sequence for the consideration gap, and a landing page designed to remove switching anxiety at the point of decision.
The insight
Business owners know traditional banking fees are annoying. They stay because switching sounds like another admin task.
So the campaign makes the old normal feel absurd. I focused on reframing bank fees as baggage customers choose to carry, then offering Wealthsimple Business Chequing as an exit they can take in minutes.
Core problem
Traditional business banking often makes business owners pay too much for basic money movement: monthly account fees, account minimums, limited free transfers, branch-based setup, and extra fees for admin like CRA payments.
Audience
Incorporated Canadian small business owners and professionals who need an operating account for daily business cash: consultants, doctors, CPAs, incorporated contractors, agency owners, ecommerce operators, and professional service corporations.
Mindset
"I know business banking is annoying, but switching sounds like another admin task."
Key barrier
They may dislike their current bank, but they stay because switching feels time-consuming, risky, or not urgent enough.
Positioning
A modern operating account for incorporated businesses that want fewer fees, less admin, and a better way to manage everyday business cash, so they can focus on running their actual business.
Core message
Business banking does not need all this baggage.
Supporting messages
Stop paying monthly fees just to keep a business account open.
Skip the branch and open an account online.
Earn up to 2.25% interest on everyday business cash.
Send payments, receive deposits, and pay CRA from one account.
Keep business cash organized with multiple chequing accounts.
Competitive analysis
Legacy banks
RBC · TD · Scotiabank · CIBC
Hold the majority of incorporated business accounts by inertia. Products are feature-complete but structurally expensive. The target audience knows this and tolerates it.
Fintech alternatives
Relay · Koho Business · Mercury
Compete on price and UX, but mostly position around niches: Relay on multi-account cash flow, Koho on sole proprietors, Mercury on US-incorporated startups.
Wealthsimple's differentiation
Wealthsimple already holds the personal finance relationship for a large share of the target audience, so the business product can land where trust is established, and the move from personal to business feels like an extension rather than a new relationship.
Funnel flow
TOFU
Disrupt the assumption
LinkedIn + Instagram Reel
Make the audience feel the cost of their current situation. Both channels run the "baggage" frame; the Reel spends 13 of 15 seconds on the problem before the brand appears, and LinkedIn ads 01 and 03 name the irritant without pivoting straight to features.
Success signal Video completion rate · impression-to-engagement rate
MOFU
Resolve the comparison
Email nurture + LinkedIn retargeting
For the audience who engaged but has not converted, answer the implicit question — "okay, but is it actually better?" This is where specific product claims earn their place. The nurture sequence runs three emails: problem validation, product comparison, switching reassurance. LinkedIn concepts 02 and 04 operate here too.
Success signal Email open rate · click-to-landing rate · return visits
BOFU
Remove the switching barrier
Landing page
Make opening an account feel fast, low-risk, and obvious through a product UI visual showing $0 fees in context, a strikethrough list of costs they currently pay, and a FAQ section to answer common objections.
Deliverables
Calls to action
Primary CTA
Open a free account today
Secondary CTA
Talk to our team
Success metrics & benchmarks
Goals set against B2B fintech industry averages.
Metric
Goal
Benchmark reference
LinkedIn ad CTR
0.8–1.2%
LinkedIn B2B financial services avg: 0.65%
Instagram Reel 50% completion
35%+
Industry avg for paid Reels: 25–30%
Landing page CTA click-through
8–12%
Fintech landing page avg: 6–8%
Account-start rate (from landing)
15–20%
Conversion from warm paid traffic
Email open rate (nurture)
38–45%
B2B SaaS avg: 35–40%
Cost per qualified account start
Under $85 CAD
Based on Wealthsimple's reported CAC ranges
Primary success signal
Account-start actions from the landing page, attributable to paid channels.
North star metric
Cost per completed account opening.
Why I made these calls
01
Baggage over fees
This campaign focuses on how switching decisions happen. Often it's not about the pricing, which invites feature evaluation, but when the current situation starts to feel absurd. "Baggage" makes the problem something the audience is choosing to carry, which means it is something they can choose to put down.
02
Four LinkedIn concepts
Deliberately spread across persuasion modes. In a live campaign these run as an A/B pool: the brief and landing page are fixed, the creative rotates until the data tells which angle wins.
03
Product reveal at 0:13
Effective TOFU video earns the emotion before it earns the right to sell. The Reel runs 13 of 15 seconds on the metaphor before Wealthsimple appears. By then the audience has already agreed the situation is excessive — so the brand's job in the last two seconds is to offer the exit, not to make the case for it.
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