Australians are drowning in debt. Interest rates are unpredictable, the cost of living keeps climbing, and access to licensed financial advice is still out of reach for most. More than 10 million households are left to figure it out alone, often turning to TikTok and Instagram for “tips” that are anything but qualified. Into that landscape, Otivo — a digital financial advice platform built to make expert advice accessible for everyone — launched its new AI-powered tool, ‘Ask Otivo’. Our job wasn’t just to land coverage. It was to make Otivo stand out in a noisy, uncertain financial moment and competitive landscape.