5W Named Agency of Record for Novo to Elevate the Voice of Independent Business Owners

5W has been named agency of record for Novo, the financial platform serving more than 250,000 small businesses across the United States. The mandate covers corporate communications, executive visibility, and earned media strategy — positioning the fintech brand inside the conversations where independent business owners make decisions.

The Mandate

Novo built its platform around a specific gap — entrepreneurs who need banking, payments, and cash-flow tools designed for the way they actually operate. Not retrofitted corporate products. Not consumer apps with a business label. Purpose-built infrastructure for people running their own thing.

The engagement spans 5W's Corporate Communications practice — earned media, executive positioning, and the kind of sustained visibility that moves a fintech brand from product story to category authority.

What the Companies Are Saying

"Independent business owners deserve a stronger voice in the conversations shaping the future of business," said Jackson Barnes, CEO of Novo. That's the assignment — and it's a communications problem as much as a product one.

Matthew Caiola, CEO of 5W: "We're thrilled to partner with Novo because the company is addressing a challenge that affects millions of entrepreneurs every day."

Michael Rangel, Co-Founder of Novo: "As we continue to grow, we're excited to partner with 5W to share our story, amplify the voices of the entrepreneurs we serve."

What This Signals

Quarter of a million small businesses. One agency of record. The work starts now.

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