During the 2026-02-04 weekly sync, the team aligned on a format and approach for AviaryAI's case studies — both as web assets and sales collateral. A specific challenge was raised around the Mortgage Forward case study, which requires a non-data-driven approach due to the client being a technology company rather than a financial institution.
The agreed format is a dedicated web page per case study, with a downloadable PDF available via a prominent button on the page. This serves two audiences simultaneously:
"My advice would be to create a page that people can traffic, and then there's a button that says download PDF, and if you want them to download it." — Mark Hope
This avoids maintaining two separate formats (a standalone PDF and a web page) and keeps content in one canonical location.
The Mortgage Forward case study presents a specific challenge: they are a technology company, not a financial institution, so the standard data-driven outcomes format (e.g., call deflection rates, cost savings) does not apply in the same way.
"Mortgage Forward one, they're not going to have data. They're a technology company, so they're kind of similar to us. So we'll need some way to kind of show them without doing that." — Justin Dwyer
When the customer is a technology company rather than an end-user institution, the case study should shift emphasis from quantitative ROI metrics toward:
This framing is also more appropriate when the customer may not yet have longitudinal data to share.