Ramp, Arts & Letters Make You Actually 'Love Finance' in New Ad Series

Ramp wants to change the way people feel about finance, and it's starting with a campaign that doesn’t look or sound like anything in the category.

Helmed by agency Arts & Letters, the fintech company’s latest initiative is a full-scale effort to introduce the brand to a broader market

“Love Finance” also aims to bring warmth to a space that has long leaned on pain points and clunky systems.

Known for its all-in-one finance operations platform, Ramp already counts companies like Shopify and Betterment among its 30,000+ customers.

And now, it’s going after everyone else who still dreads expense reports.

"Finance isn’t numbers. It’s people. Staying late to close the books, chasing down receipts like detectives, holding a company together one line item at a time,” said Geoff Castillo, CD at Arts & Letters.

“This campaign is for them. Because Ramp does more than just streamline their work — it fixes the parts of finance they hate, so they can finally love the job again.”

The latest initiative serves as the software company’s first-ever brand platform, and it leans into the idea that the people who keep businesses running deserve tools that work just as hard as they do.

From Pain to Possibility

At the heart of the campaign is a series of warm-toned, human-centered films running on broadcast, streaming platforms, and social media.

Directed by Jara Moravec of ProdCo, the spots highlight what it really looks like to close the books, chase down receipts, and keep companies afloat.

One spot titled "Chasing Receipts" follows exactly what its title suggests: a worker going after her co-workers to urge them to submit their expenses.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Ramp (@tryramp)

Luckily for her, Ramp makes the constant bumping easier, as the platform allows her to notify them of their expenses without the need to chase them down. 

Overall, these spots cut through the coldness often associated with finance.

While details of the second campaign wave are still under wraps, Ramp confirmed that a follow-up launch will roll out this September.

Our Take: Can B2B Hits the Feels?

The strategy behind “Love Finance” taps into the trend of making B2B communications more emotional, relatable, and rooted in real human stories.

I think "Love Finance" is a smart pivot for Ramp, moving away from dry, feature-focused marketing.

It’s a good reminder that your brand identity as a finance company doesn't have to be boring. 

Ramp understood this, successfully making something as dreaded as finance feel aspirational, and yes, kind of interesting, too.

Meanwhile, Squarespace recently launched a campaign for its Acuity Scheduling platform, urging consumers to make the most of their time.