Auralis Consulting Group
Turning scattered financial information into decisions a business owner can act on.
The product was finished.
Its value was not clear.
Auralis had built ABIS, a financial intelligence platform for SMEs across Latin America. Owners in that market already have systems, spreadsheets and reports. What they do not have is one view of what those numbers mean together.
The harder problem was the category. Business intelligence and consulting are usually written for organisations several sizes up, so the market ABIS was built for could not see itself in the language used to sell it.
Businesses do not need more data.
They need clarity.
The challenge was never simplifying the product. It was clarifying its value. An owner already has the reports and still closes the month without the full picture, so the story starts there: information that does not connect, margin lost before anyone sees it, cash flow that holds back decisions.
The product enters the story last, on purpose.
A product pitch replaced by a problem the owner already knows.
The platform still matters. It just stops being the first thing the reader has to care about.
A platform pitch became
a position the market recognises.
The site now opens on the owner rather than the platform: you already have the data, what is missing is clarity. That line is the positioning, and it is the first thing anyone reads. Auralis did not adopt a tagline. It adopted a way of describing the problem it solves.
“Before any design, Camila worked out what Auralis needed to say and why it mattered to our clients. She shaped the narrative and the positioning first, then built the site around them. Clear, responsible, and she delivers what she promises. The result represents us properly in front of every client we speak to.”