Disruptive Innovation to Marketing Impact: Communicating AI-Driven Financial Crime Detection in a Lean Startup Context

Abstract

This capstone examined the communication needs of an early-stage startup specializing in financial crime detection, with particular attention to the externally facing materials designed to engage prospective customers and investors. The study aimed to identify opportunities to enhance both the effectiveness of external communications and the internal processes that support their development. Strengthening these dimensions was intended to improve stakeholders’ objective understanding of the company’s products, more clearly convey the value proposition, and build trust in the brand, ultimately facilitating the adoption of the firm’s disruptive innovation.