About Bearing Straight
With decades of experience providing strategy to some of the world’s best known brands, we’ve seen what determines the success of digital projects, beyond the technology you invest in, and there are two things companies often overlook: The strategy you build before you start building your product or experience and the change management process to roll it out.
Where we specialize is in the first part, and as avid sailors (well, my husband’s the avid sailor—I’m the enthusiastic first mate), we thought about how often companies jump into everything from a website redesign to building a new app or jumping on the latest generative AI opportunity without understanding who they’re building it for, how they should build it, how it connects to their other products and experiences, and how it ties to their overarching business goals. They operate like a person deciding to go sailing out into the open ocean without a plan, without direction, and without years of training and experience.
What we provide is the map to your future success—today, so you can navigate your way through an uncertain future—bearing straight.
MY HUSBAND, ME & OUR BOAT CAT, GHOST
If our boat cat’s cuteness didn’t convince you, then let me tell you about my experience and why you should trust me with building your company’s digital experience strategy.
ABOUT ME, CRYSTAL WHITE, CEO & OWNER
Over the past 17 years I have helped companies solidify their technology strategy: From business intelligence to CRMs to websites, apps, portals, and more, I’ve provided the research & recommendations B2B and B2C companies have used to sell, serve, and keep customers. With projects ranging from tens of thousands to tens of millions, I’ve specialized in helping companies in SaaS and fintech industries, and it’s my belief that credit unions, with their member-first focus, have unique value to offer to Millennials and Zoomers.
Unfortunately, they don’t know how to build online experiences that mirror the high-touch, personalized experiences they’ve historically provided offline. Because of the breadth of socioeconomic changes happening with Baby Boomers retiring, it’s my belief that credit unions, regional banks, and insurance companies can help educate and support the financial wellness of younger generations who, in just 5 years, are going to be 60% of the US labor force.
My mission is to help these customer-centric organizations build the experiences younger generations want and need. Because guiding them on a path to better financial health helps all of us.