When starting a business, entrepreneurs often turn to those who truly understand the unique struggles of going it alone: other entrepreneurs. This insight led Interac to launch the branded podcast Earning Curve. Wanting to position itself in the business community as a technology partner versus simply a payment brand, Interac turned to content (instead of advertising) and enlisted high-profile tech leader and Dragons’ Den entrepreneur Michele Romanow to host the six-episode series, which includes conversations about how to overcome the obstacles to success. Promoted through social teasers, audio trailers and on other related podcasts, Earning Curve was the only branded podcast on Apple’s “Best of 2018” list, it reached 52,000 listeners, and increased traffic to the Interac Business Solutions website by 80%.