When I first met with Hubdoc in the spring of 2014, they had already launched their product and their website was up. Simple, and to the point, their marketing communicated Hubdoc's value proposition (a single place for all bills and statements) and they declared the three most important values they advocated: to simplify their customers' lives, to help them stay organized, and to keep them notified of every bill.
A FinTech SaaS company based out of Toronto, Hubdoc had adopted a style akin to another Canadian brand in the FinTech space: Freshbooks. Co-founders Jamie McDonald and Jamie Shulman (a.k.a. "the Jamies") told me that they liked the design style they already had because it was fun, approachable, and simple, unlike the presentation of other status-quo finance products in the market.
This was the website Hubdoc had when I met them. They wanted to maintain this style in their marketing because it was fun, approachable, and simple.
A successful video would do this in approximately 90 seconds, in accordance with the best-practice standards of 2014.
Hubdoc already had a video displayed prominently on their website but, apparently, it wasn't articulating the value of their product well enough since I was asked to make a new one to replace it.