Dext is a global fintech company helping accounting and bookkeeping firms worldwide automate their financial workflows.
In late 2024, Emily, CMO, and Arnaud, Global Customer Education Lead, reached out about a long-held ambition: build a world-class certification program for their partners. The timeline was ambitious: six months to launch across two markets, in multiple languages, with completion rates high enough to prove the investment was worth it. Internal resources were stretched thin.
So they called us.
THE BRIEF
Create a comprehensive certification program from scratch that would work across the UK and France, validate partner expertise, and show accounting firms how to grow their practices within Dext. We’d handle everything: curriculum architecture, scriptwriting for 40+ training videos, video production across the UK and France, brand development for the certification itself, go-to-market strategy for two distinct markets, and implementation support.
THE CHALLENGE
Six months to launch across two markets and two languages. Internal resources stretched thin. Completion rates needed to prove the investment — in an industry where 50% completion is considered a success.
Curriculum + Content Architecture
We designed a comprehensive curriculum taking partners from platform fundamentals through advanced workflows across multiple modules. Each module included meaningful assessments to validate expertise at every stage. The content strategy balanced technical depth with engagement — explaining not just how features work, but why they matter and how to extract maximum value for clients. We scripted 40+ training videos across both markets.
“Often with external partners and agencies, they’ll throw the kitchen sink at the pitch… It was the opposite working with you. A lot of team members came later — and all of a sudden, you’re with people and you think: these guys know what they’re doing. We’ve got quality people and lots of them.”
— Emily, CMO
On-Site Production
We traveled to London and France with a specialist creative team for intensive multi-day shoots. Working on-location alongside Dext’s education and marketing teams, we produced more than 40 training videos while simultaneously refining brand positioning, messaging frameworks, and strategic direction. The kind of work that typically unfolds over weeks of remote collaboration happened in days because we could make decisions in the same room.
“This mix between expertise, humanity, and drive. Those three together are quite rare. That’s why it turned from a project to a wonderful experience, internally and externally.”
— Arnaud, Global Customer Education Lead
Brand Development
The certification needed a name and brand identity. We could have gone with “Dext Certification” — safe and immediately understood. Instead, we developed “DextU” as a distinct educational brand, where the wordplay offered layered meaning: University for educational credibility, User for platform mastery, Upskill for transformation, and You — placing accounting professionals at the center. We designed a three-tiered certification system with custom badges. The brand became something people inside Dext felt protective of: legacy-leaving work that would outlast any single campaign.
“It’s legacy-leaving stuff… And even 3–4 months in, people internally are really attached to it. They’re expecting quality. We set the bar high. It wouldn’t be the same without the branding.”
— Emily, CMO
Go-to-Market Strategy
We developed comprehensive launch strategies for the UK and France, with content adapted for different regulatory contexts — including France’s e-invoicing reform. The campaigns included launch timelines, positioning and messaging frameworks, website integration, press and media outreach, social media campaigns, email sequences, community engagement plans, and marketing collateral. Detailed, executable plans with content calendars and measurement frameworks ready for implementation.
Enrollment + Reach
Completion Rates
Industry benchmark: 50% is considered success
Adoption + Impact
Partners sharing badges on LinkedIn organically. CEO mandated entire company complete it. Customer Success Managers tracking certifications in Salesforce.
Planning a major product launch? Here’s the full scope of what we delivered for Dext.
Comprehensive learning architecture from platform basics through advanced workflows. Scriptwriting for 40+ training videos. Content strategy balancing technical depth with engagement. Assessment design for each module tier.
Sourcing and coordination of a specialist videography team. On-location filming in London and France. Video production across two markets. Coordination with creative specialists and Dext’s internal teams.
Brand identity and naming for DextU. Three-tiered certification system design. Custom badge creation. Brand guidelines and visual identity system.
Launch strategies for the UK and French markets. Content adaptation for regulatory contexts. Website integration, press outreach, social campaigns, email sequences, community engagement plans, and marketing collateral.
“Great breadth and depth of deep customer knowledge, and excellent delivery and execution. Just a really great partner to work with, and I would wholeheartedly recommend.”
— Emily, CMO