Jointly is a Canadian legal tech startup helping couples create prenuptial, cohabitation, and marriage agreements online, affordably and accessibly. We are working to normalize proactive relationship planning and reduce barriers to justice through clear, empowering legal education.

As we grow, we’re looking to revamp our marketing strategy to better reach our audience, build trust, and drive engagement. We want students to help us craft a marketing plan that reflects our values, resonates with our target users, and supports our mission.

This project will include:

• Getting familiar with our marketing goals, value proposition, and key audiences
• Researching how Canadian couples (especially millennials and Gen Z) perceive prenups and relationship agreements
• Identifying new or underutilized marketing channels (e.g., content, social, partnerships)
• Proposing a realistic and scalable marketing budget

Bonus: Recommending clearer or more engaging ways to communicate Jointly’s value proposition across platforms

What tasks will learners need to complete to achieve the project goal?

By the end of the project, students should demonstrate:

• Understanding of our current marketing goals and target market
• Insight into public perception of prenups and relationship planning
• Recommendations for promotion channels and tactics
• Budget considerations for startup-friendly advertising
• Bonus: Messaging updates that simplify or strengthen our positioning

Final deliverables should include:

• A strategic marketing report
• Summary slide deck of key insights and recommendations
• (Optional) Sample messaging or mockups for social, ads, or web

Students will be supported by Jointly’s co-founders (both lawyers) through regular check-ins and feedback. We’ll provide:

• Access to internal marketing materials and past campaigns
• Clear audience profiles and brand voice guidelines
• Ongoing support for questions or roadblocks

Ideal for students interested in:

• Marketing, communications, business strategy, or social entrepreneurship
• Working with a purpose-driven legal tech startup
• Tackling real-world branding and messaging challenges around stigma, relationships, and justice