8 Months • ACTIVE
Analytics / BI Tools
Positioning Sprint
Visual & Verbal Identity
Website Design & Copywrite
Social Media Content
Overview
GrowInsight was built by a clinical psychologist and a technologist who have both run busy allied health practices. Karen Martin founded Mind Matters, one of Sydney’s leading group practices; Igal Belkin has spent decades turning complex data into simple tools.
Together they built practice performance dashboards for Zanda users, so owners can see what’s working, what isn’t, and where to focus next. GrowInsight covers revenue, utilisation, rebooking, retention and practitioner performance, with Halaxy and Cliniko coming.
Challenge
Despite the strong technical product, the messaging failed to convert. Describing itself as an "analytics tool for clinics" led prospects to compare it generically to spreadsheets or BI platforms like Power BI. The core challenge was one of positioning: the story focused on what the product did, not why it mattered or who it was built for.
"The messaging on our website and social media just wasn't converting. We were struggling to express our unique value, and more importantly, why a practice owner should move to GrowInsight instead of sticking with a spreadsheet or another tool. We had a strong product, but we didn't have a story that made the switch feel obvious."
Igal Belkin
CEO Founder @GrowInsight
Before
After
✕
“Analytics tool for clinics”
✕
Compared to spreadsheets
✕
Features first
✕
Stock imagery
✓
Dashboards for Zanda users
✓
Replaces the spreadsheet
✓
Practice owner’s problem first
✓
Calm, owned brand look
"The team helped me find the right language to speak to potential customers and developed a professional looking website and brand assets. They are responsive, professional and committed. I really enjoyed working with Asthaar and the team and would highly recommend their services.”
Igal Belkin
CEO Founder @GrowInsight
Solution
We started with a Positioning Sprint that moved GrowInsight away from “analytics tool for clinics” and towards one clear promise: practice performance dashboards built for Zanda users. That became a messaging framework the team now sells with, a calm, trust-led identity built on clarity over guesswork, and a content system across the website, LinkedIn and webinars.
Positioning sprint
We mapped who GrowInsight serves, what those buyers rely on today, and why GrowInsight wins. The output is one statement that everything else has to prove.
Positioning statement
GrowInsight eliminates manual reporting and blind spots in practice performance, with instant, reliable visibility into every clinician’s retention, utilisation and revenue, straight from Zanda.
Company
Group psychology practices
Persona
CEO, psychology & allied health practice
Category
Practice performance dashboards for Zanda users
Alternative
Spreadsheets, invoice reconciliation, generic BI tools
Inside the frameworks
We translated the positioning into language practice owners actually use, setting the current way against the new way, one problem at a time, so each pain has a direct answer.
The frameworks now act as GrowInsight’s source of truth. Every page, post and pitch starts from them, so the message stays consistent wherever buyers meet the brand.
01
See every practitioner’s performance in one click, straight from Zanda.
Today: pulling practitioner reports takes hours of manual work every week.
Benefit
Save hours each week on manual reporting
02
Get accurate numbers automatically, with nothing to reconcile.
Today: manual reconciliation creates errors, so owners can’t trust their numbers.
Benefit
Accurate, objective numbers owners can trust
03
Know which practitioners need support, and why, before supervision.
Today: supervision and hiring decisions come down to guesswork.
Benefit
Supervise and support with clear, objective data
Creative direction
Before any logo work, two routes were explored. The approved moodboard leans into calm: soft sage, warm sand, natural light and plenty of space, the opposite of the dense dashboards practice owners are used to.
Identity built to match the position
GrowInsight's brand attributes are clarity, calm, and trust. Not clinical. Not cluttered. Not another piece of software to manage. For a buyer already holding space for other people's stress all day, the brand had to lower their guard before a single word was read. That calm now runs through the dashboard, the website, and social, all built around one idea: clarity over guesswork, data over spreadsheets.
Logo
The GrowInsight logo brings together growth and insight in one mark. Leaves emerging from the top symbolize continuous learning and the nurturing of potential, turning raw data into outcomes that flourish over time. The lightbulb underneath stands for clarity and illumination, GrowInsight's role in turning complex data into actionable insight, and its shape doubles as the letter G, tying the icon directly to the name. The typeface, Aspekta, carries that same promise through its soft, approachable form, keeping the identity simple, warm, and easy to trust.
Before
After
Colour & imagery
We built a palette that feels calm, not clinical. Sage green signals growth and health. Slate navy brings trust. Warm sand and peach tones keep it approachable. For type, Aspekta pairs clean, modern lines with easy readability, from headlines down to data labels. The result looks like what GrowInsight delivers: clarity without the clutter.
Content system
The same frameworks now run a monthly LinkedIn engine: feature releases, questions practice owners actually ask, and webinar promos, all in the new voice. These posts are from the September 2026 batch.
Impact TL;DR
Unprompted partner outreach within weeks of the new positioning going live — now a recurring monthly lead source
Gave the team a messaging framework they can use on sales calls, one that explains the product in a way that actually lands
Saved the team hours every week — content that used to take hours to write is now handled entirely
Gave GrowInsight a story that scales with the product, instead of needing a rewrite every time it adds an integration
