The context: a strong retail base, a premium segment to reach

Coinhouse had a strong retail audience in cryptocurrency. It wanted to explore a premium segment, investors and corporate clients, without pulling its internal teams away from the core business. Two iytro fractional CMOs worked in tandem from December 2024 to September 2025 to build and launch a dedicated entity named "haute valeur".

The diagnosis

• A retail-centric base, and an opportunity to strengthen marketing toward investors and corporate accounts.
• A trade-off at onboarding. Isolating investors required qualification criteria such as income, assets, profession and age, but each added field created friction at app installation.
• Slow feedback. Declarative data produced false positives, so cohort analysis took three to six months to show real benefits.
• Market-dependent engagement. Activity followed crypto prices, which demanded the ability to react immediately.

What iytro did

Go-to-market testing

An acquisition mix was tested: paid campaigns, events, communities, whitepapers and social media, to identify the combination that reached the most premium investor contacts.

Audience isolation

The weighting of criteria used at account creation was reviewed to improve segment tracking while limiting installation friction.

Brand partnerships and webinars

Partnerships with investor clubs were set up, and webinars on high-intent topics such as crypto taxation qualified incoming contacts.

Agility

Several marketing plans were prepared in advance, ready to deploy as soon as the market moved.

The results

• Target mix preserved: the desired share of high-net-worth investors was maintained in the recruited population.
• A viable business unit: Coinhouse internalised the resource full-time.
• Lasting assets: the webinars continue on core investor themes.
• No disruption to the internal teams or the retail business.

What this case shows

Exploring a new market with the existing team usually slows both the new and the old. Part-time leaders working alongside the company let Coinhouse test, prove and then internalise.

Further reading: our 7-step marketing strategy method and the marketing strategy audit checklist.