Scapia's LinkedIn had no real strategy yet.

13K followers. Early days. Nobody had figured out what to do with LinkedIn — content was repurposed from Instagram, visual-first and scroll-fast, sitting in a feed where nobody comes looking for fintech. I took over the page when it was still finding its feet.

People on LinkedIn don't want fintech content. They want human stories behind fintech.

Behind-the-scenes posts consistently drove 3x higher engagement than product posts. The audience wanted to know who builds the product, not just what it does. They wanted to think, relate, and feel smart for engaging — not scroll past a credit card graphic.

Built a platform-first strategy from zero.

Content pillars. Tone persona. EGC framework. Editorial calendar. Every post written by me. The tone persona: "A traveller who always ends every conversation with a travel hack." Not a brand account. Not a fintech account. A person who happens to work at one.

Making a fintech page feel human

Leap Year & YUH — designed for the platform

Leap Year — Turned a travel programme into a job posting: "Wanted: 2 Curious People for the best job in the world." Carousel, FAQ, polls, video — all LinkedIn-native. Banking partners started requesting to apply.

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Scapia

Leap Year · By Parneet Kaur

Introducing Scapia Leap Year, a year where you can travel the world. Fully funded by Scapia. ✨ 12 months, 4 continents, 2 travellers.

👍❤️👏 228 · 27 comments · 21 reposts

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Scapia

Leap Year FAQ · By Parneet Kaur

Feels too good to be true? Here are some questions answered for you.

👍❤️👏 237 · 64 comments · 12 reposts

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Scapia

Leap Year Poll · By Parneet Kaur

Still haven't applied for Scapia Leap Year? What's actually stopping you?
🔵 Nothing, give me the link — 76%

📊 331 votes

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YUH Campaign — When every other card says no, we say YUH. Integrated into the brand name: "Scapi-YUH." Shot managers saying yuh to everything for a day.

Even boring subjects can be interesting content

The "Making Of" series proved that people want to know what it took to build something — not just what it is.

Prompts, not lines. People, not performers.

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Scapia

Gen Z vs Millennials · By Parneet Kaur

We asked our office, and results were WILD. Millennials vs Gen Z: The Travel Edition.

👍❤️👏 EGC carousel

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Every launch designed to feel native, never like an ad

The numbers don't lie. But they also don't tell the whole story.

Every post written and published by me. The strategy, pillars, tone persona, EGC framework, editorial calendar — all built from zero. The team gave me room to experiment, fail, and keep going. That room is what made the numbers possible.

The real result isn't the follower count. It's that Scapia's LinkedIn became a place people wanted to come back to — not because it sold them something, but because it felt like someone they knew was talking.

Writing for a founder isn't copywriting. It's absorbing a voice.

Listening to how he talks in meetings, catching the rhythm of his opinions, shadowing podcast appearances. The voice wasn't something that could be researched — it had to be absorbed. Once it clicked, the range opened up: personal stories, product launches, milestones, vision posts. All sounding like the same person.

"I have a ritual."

"Every journey has a story."

From a 7-seater to doubling the office.

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Anil Goteti

Office Journey

Every time our space increases, I take a snap of it — it's for me. A small ritual to remind myself how far we've come. We started with a 7-seater.

👍❤️👏 1,106 · 53 comments · 11 reposts

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Anil Goteti

3 Years of Scapia

Today's the day when Scapia got incorporated. Three years of Scapia! Three years feel longer and shorter at the same time. Thank you for making year three feel less like an anniversary and more like a really good trip that's just beginning.

👍❤️👏 825 · 42 comments

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Product launches through empathy, not features.

The numbers. The real ones.

Not because of tricks — because the posts sounded like a real person with real opinions. The voice was absorbed through conversations, not a brief.