How Wise's Meta ads actually work.

Wise's ads show a side-by-side: 'Your bank charges you 3-5% in hidden markups on exchange rates. Wise charges 0.35%.' That's the entire ad. No brand story, no lifestyle imagery, no emotional appeal. Just a number you didn't know you were losing, next to a much smaller number. This works because the anger of being overcharged is a more powerful motivator than the attraction of saving money. The ad creates a villain (your bank) and positions Wise as the obvious alternative. The viewer doesn't switch to Wise because they love Wise. They switch because they're furious at their bank.

Competitor-comparison ads work in any market with hidden fees or opaque pricing, insurance, banking, telecom, SaaS with per-seat pricing, recruitment agencies. The key: you must genuinely be cheaper, and the comparison must be honest. Misleading comparisons destroy trust permanently. If you can show real numbers (your price vs. their price on the same service), the ad writes itself. The transparency IS the brand.