Online Dating Vertical Launch – Identity Verification for Veriff

Role: Marketing Manager / Writer / Strategist
Company: Veriff
Deliverable: End-to-end product marketing launch targeting online dating platforms

💡The Challenge / Objective

With the rise of trust & safety issues in the online dating space — catfishing, bots, and underage users — Veriff identified dating platforms as a high-potential growth vertical. The challenge was to position our identity verification solutions specifically for this market, speak directly to the unique pain points, and drive qualified leads through a tailored landing page experience.

🧠 Strategy & Approach

  • Audience definition: Researched and defined ICP (product managers, trust & safety leads, CTOs at dating platforms)

  • Messaging framework: Built benefit-led messaging aligned to dating-specific pain points: safety, user trust, advertiser satisfaction

  • Positioning: Framed Veriff as a trust enabler, not just a security tool

  • Content plan: Developed messaging architecture and page copy for each pain point and corresponding product (e.g., Age Estimation, Biometric Auth)

  • Cross-team collaboration: Partnered with Product, Design, and Growth to ensure accuracy, compliance, and CRO best practices

✍️ Execution

  • Wrote marketing brief based on multi-prong research that launch was based on

  • Wrote all page copy and value props for the landing page

  • Developed headline structure, messaging flow, and CTA placements

  • Created supporting copy for product cards, trust badges, and legal disclaimers

  • Coordinated with design/dev teams to implement SDK/API messaging

  • Contributed to the gated report CTA and form field logic for lead capture