Soldo exists to help companies stay in control of their spending. The challenge was making that mission resonate with founders who were moving fast and growing even faster. Scaling a business brings pressure, complexity and constant financial decisions. Soldo needed a way to speak to founders in a tone that felt real, not financial.
We spent time with scale-up founders across the UK and Europe to understand what was really going on behind the numbers. Many had recently raised investment and were suddenly responsible for managing far more money than before. What we heard was honest and human. Spending felt risky. Insight felt limited. And the next funding round was never far from their thoughts. What they needed was not another tool. They needed reassurance and control.
It started with a simple question. Why does no one talk honestly about company money? "Dough Stories" answered that by putting founders at the centre and letting them tell their stories in their own words. What followed was a growing programme of films, events and physical experiences that turned a taboo topic into something people could connect with.
Pizza became our creative language. Dough mirrored the decisions founders make every day. Slice it. Stretch it. Control it. A familiar, playful metaphor that made a serious subject feel approachable without losing its weight.
We brought Dough Stories to life through long-form video content featuring 24 scale-up founders across 12 episodes. These stories were shared across digital channels and supported by a series of live dinner events around the UK, designed to bring founders together in the same room.
Each event began before anyone arrived. High-value direct mail invitations landed on desks with a freestyle pizza base inside, giving founders a first playful interaction with the idea of control. At the table, conversations were open and honest. People spoke about the highs, the pressure and the reality of managing investment while trying to grow a business.
The result was a campaign that felt human and generous. It helped Soldo move beyond product and into culture. By creating space for conversation, Soldo became a brand that understood founders and stood apart in a crowded financial technology landscape.
