Market Like a Fintech
Market Like a Fintech is a podcast by Mint Studios and the Fintech Marketing Hub that explores the marketing strategies and tactics used by top fintech companies to acquire customers, build a brand, and grow revenue.
Episodes
We’re moving to the Fintech Marketing Lab!
Hey everyone, I just wanted to share a little update: we’re moving to a new podcast called Fintech Marketing Lab!If you have been listening to the Market Like a Fintech podcast for the past few months, I want to say a huge thank you. I appreciate you for being a regular and being a part of this journey as I interview many fantastic guests in the fintech marketing world.After some discussi
Inside the Growth Story of Reaching Profitability as a Fintech (and the Marketing Strategy Behind it) | Gregory Aubert & Edvin Pauza, Yapily
In this episode, we explore Yapily's marketing journey, focusing on their data-driven approach and its impact on their strategies. We discuss how they optimize Google ads for success, the importance of maintaining consistency across channels, their future marketing plans, and a lot more.Useful links:Find Edvin Pauza on LinkedIn: https://www.linkedin.com/in/edvinpauza/Find Gregory Aubert o
The Power of Truthtelling Content in Fintech Marketing | Charlie Gilbert, Head of Brand & Communications, Volt.io
The Power of Truthtelling Content in Fintech Marketing | Charlie Gilbert, Head of Brand & Communications at Volt.ioAraminta and Charlie Gilbert, Head of Brand and Communications at Volt.io discuss the significance of truthful marketing in the fintech sector. Charlie shares his journey from journalism to fintech marketing and discusses how his background influences his approach to cont
How Much Should B2B Fintechs Focus on Social Media? | Alvin Gunputh, Content and Social Media Lead, Thredd
Araminta Robertson and Alvin Gunputh, Content and Social Media Lead at Thredd, discuss the value of social media for B2B FinTech companies, emphasizing platforms like LinkedIn and TikTok. Alvin shares insights on effective content strategies, engagement benefits, the importance of testing various formats, and the potential of AI and emerging platforms like Reddit.Useful links:Find Alvin G
How Enfuce Puts the Human Back into B2B Content | Nicole Heringer, VP Brand and Communications, Enfuce
Araminta Robertson and Nicole Heringer, VP of Brand and Communications at Enfuce discuss the human element in complex B2B marketing cycles. Nicole shares insights into Enfuce's strategies for making content engaging, including snackable videos, podcasts, and intimate dinner events. She also talks about Enfuce's unique initiatives for customer and partner engagement. Nicole emphasizes the
Making the Most of Sponsoring, Organizing and Attending Fintech Events | Nikolay Sabev, Fintech Growth Strategist
Araminta and Nikolay Sabev, FinTech growth strategist and ex-CMO of Paynetics, discuss the importance of in-person events in today’s tech-driven world.. Nikolay shares strategies for selecting the right events, whether large or small, and the value of both brand-building at big conferences and relationship-building at smaller, niche gatherings. Nikolay emphasizes the importance of prepara
What Galileo Can Teach Us About Creating Fintech Content for Enterprise Customers | Scott Henderson & Rosa McGoldrick, Marketing Leaders, Galileo
Araminta interviews Scott Henderson, Senior Digital Marketing Manager at Galileo, and Rosa McGoldrick, Head of Public Relations and Marketing Content at Galileo. They discuss the unique challenges of B2B FinTech marketing, emphasising account-based marketing and personalised content strategies. The conversation covers creating high-impact content, tracking its success, and the critical ro
Attribution is Broken: How Runa Measures What Actually Matters | Joana Rocha, Director of Growth Marketing, Runa
The episode starts with a discussion on Joana Rocha’s unique experiences living in China and how they shaped her adaptability and perspective in marketing. It transitions into the challenges of marketing attribution and how changing from lead generation to account-based models can create more effective marketing strategies. The conversation delves into the fusion of marketing and sales te
Inside the Strategy that Makes Trulioo a Trusted Expert | Dawn Crew, Chief Marketing Officer, Trulioo
In this episode, Araminta interviews Dawn Crew, CMO at Trulioo, about marketing and content creation in the compliance and regulatory sector. They explore Trulioo's content strategy, emphasising the need for specificity and accuracy. Dawn highlights the organisational collaboration required for effective content creation, the recent rebranding of Trulioo, and the role of various channels.
How to Make Your Fintech B2B Marketing Less Boring | Jeremiah Glodoveza, SVP Head of Marketing, Nium
In this episode, Araminta interviews Jeremiah Glodoveza, SVP Head of Marketing at Nium, on enhancing B2B marketing by leveraging techniques from the entertainment industry. They discuss focusing on core pain points and storytelling to engage audiences. Glodoveza shares insights from his experience in both tech and entertainment, including Zelle's true crime podcast on financial fraud. The
The B2B Content Strategy That Transformed ComplyAdvantage’s Growth | Will Thompson, Marketing Director, ComplyAdvantage
The new episode of Market Like a Fintech explores content marketing for regulatory technology (RegTech). It discusses why compliance professionals are avid content consumers and how creating high-quality content can help RegTech companies like Comply Advantage stand out. Featured in the episode is Will Thompson, marketing director at Comply Advantage, who details their content strategy, s
What Does Successful Enterprise Marketing Look like? Lessons from Adyen | Katarina Nordin, SVP Marketing & Revenue, Adyen
After a 3 year hiatus, the Market Like a Fintech podcast is back!In this episode of the Market Like a Fintech Podcast, Araminta explores the dynamic world of FinTech marketing after a three-year hiatus. The episode kicks off with an interview with Katerina Nordin, Senior Vice President of Marketing & Revenue at Adyen, as she shares insights on marketing complexities and strategies for
How We Bootstrapped A Fintech App From Our Community | Holly And Laura, Founders Of Financielle
We talk a lot about community on this podcast, as well as in the Slack group.Having a community for your product is incredibly useful: it creates brand evangelists, helps with customer acquisition and product feedback.But there is one benefit that isn’t talked much about: it helps you understand your customers a lot more. When you’re chatting with your customers day in and day out within
Implementing Account Based Marketing in the B2B Fintech World | Eva Sasson, Head of Marketing at Argyle
You’ll often hear in the marketing and startup world “targeting everyone is like targeting no one”. That’s because targeting everyone doesn’t work. No one identifies with your product and when you’re a startup, that means no one buys. Many fintech products are essentially applicable to everyone or a lot of different industries, and it’s tempting to therefore market to everyone.But obvious
Using PR for Customer Acquisition and The Value of Focusing on Customer Retention | Diane Myer, Head of Marketing at TrackStar
As marketers, we often fall trap to only taking care of acquisition. So much so, that we forget that there is often a much cheaper and easier way to acquire customers, such as mining your own database or focusing more on retention.That’s what TrackStar AI, a fintech based in the US, helps banks do: check their own databases. It integrates with lenders and banks, and helps them uncover opp
Creating a Purpose-led, Story-Oriented and Customer Centric Fintech Brand | Eric Fulwiler, Founder at Rival
In Eric’s words, a great fintech brand is human and makes meaningful connections with consumers.That means, it is purpose-led, story-oriented and customer centric. Ideally, you want to build a brand around something that you can authentically and consistently stand for. That’s the beginning of Rival’s marketing framework, a marketing agency built by Eric that helps companies think, act an
How We're Building in Public and Bootstrapping a Fintech Company | Thomas Ketchell, CEO and co-founder of Curvo
Building in public takes guts. Being truly transparent takes guts.That’s because it’s easy to be transparent when everything is going well. But what happens when things don’t go so well? Like when you’re having to delay projects? Are you transparent then?Curvo is an investment app based in Belgium that has been building in public for two years. Their founders, Thomas and Yoran, have been
Why and How We Brand Ourselves as Innovators in the Crypto Space | Marija Riba, Senior Product Manager at Wirex
Crypto can be a tricky market to build a product in.It’s still quite niche, which means a big part of your marketing is helping it go mainstream. It’s also not so obvious just yet what the pain points crypto solves for many consumers. And yet Wirex, a crypto company that allows customers to buy and exchange crypto on its app, is doing a good job of standing out and leading the market, by
Creating Content, Building a Tribe and Attracting Top Talent in the Fintech B2B Space | Helen Owen, VP of Marketing at Tribe Payments
Managing the brand of a B2B fintech isn’t always straightforward.As a brand, you want to have enough personality that the other fintechs you’re targeting want to work with you. But you also have to be professional enough so incumbents and larger players will take you seriously. Many B2B fintech companies are often too corporate or dull. While others are too playful and immature. But Tribe
A Deep Dive into Video Production and Marketing in the Fintech Industry | Gabriel Whitehead, Managing Director at Finance Shoots
If you’re in marketing, you’ve probably heard it before: video is an essential part of the marketing mix.Video has proven to help increase conversions and build your brand awareness, and is a no-brainer for anyone wanting to connect with prospects and customers. But video is also hard. Video requires having a reasonable budget. It requires a well thought out strategy. It requires knowing
NALA Money: Building Purpose Around The Fintech Problem You’re Solving | Benjamin Fernandes, CEO & Founder of NALA Money
As marketers, our job is to get our solution in front of the right people who have a problem that we can solve.In order to do that well, you really need to understand the problem. That means doing interviews with your target market. Observing how they interact with your product. Even going as far as participating in their day to day life. Essentially, you want to fall in love with the pro
Referral Growth, Recurring Payday Campaigns and The Challenge with Content Marketing | Jonathan Nyst, Head of Marketing at BigPay
When no one’s heard about your product and it’s the first of a kind, how do you describe it to a cold audience? How do you educate and reach them?When BigPay, a consumer facing neobank based in Malaysia, launched four years ago, no one knew what a neobank was. At that time, digital banks were still a very new thing.The first marketing play BigPay relied on was referrals. And as you’ll hea
Building an In-House Brand Team: Why it's Worth it | Luke Richardson, Director of Brand and Communications at Pleo
Everyone in marketing will talk to you about the importance of building a brand.Why you should build brand equity, figure out brand positioning, communicate your brand effectively to potential and current customers.But putting it in practice is not straightforward. That’s because a brand is not just a nice logo and a cool website. It’s the soul of a company, it’s your mission and purpose
How We've Made Financial Education Part of Our Product (And Why!) | Katie Perry, VP of Marketing at Public.com
Fintech is supposed to be about financial education, empowerment and literacy.But I think we can all agree, that sometimes there’s more talk than action. Or even worse, hypocrisy. When it comes to education, it can be a little unclear what that means. Does it mean Youtube videos? Blog posts? Webinars? Books?The good news is there are some fintech companies that are taking the financial ed
Where to Begin with Community Marketing and Slack Groups | Graham McBain, Technical Community Manager at Moov
Community, community, community.Everyone in the marketing world is talking about it. Even everyone in the fintech world seems to be talking about it. A combination of the pandemic, going online and even crypto seemed to have weirdly brought us together with the power of online communities.But what does community really mean? If you’re a founder or marketer, should you be trying to build a
Customer Research and Reports: How To Do Them Properly | Gunny Scarfo, Co-Founder at NonFiction Research
When’s the last time you read a report?I don’t mean skim. I mean seriously sat down, and truly thought through the report you were reading.If you’re anything like me, it’s been a while. I usually download the white papers, reports and put them in a folder, often never to be opened again.Why is that? We all know the answer: because they’re boring. The font is small, the paragraphs are thic
Tips on Hiring and Becoming a Chief Marketing Officer at a Fintech | Irina Chuchkina, CMO at Thunes
Hiring a fintech's first CMO can be scary. Becoming a first-time CMO can be daunting...Often, you’re the only marketing person in the company. Often, you are hired to manage everything from content, to paid, to PR and branding. Often, you are hired right when a company is in full growth mode. I hear so many questions from fintech founders and even marketers in the fintech industry about C
What's the Future for the Market Like a Fintech podcast? | Araminta and Ani
As marketers, we forget that often our job is to inspire.To inspire potential customers to be a better version of themselves, to inspire our community to join forces and work together, to inspire members of our team, who want to solve important problems.At the Market Like a Fintech podcast, we realised we could do a better job at inspiring fellow fintech marketers to maximise their potent
Why is Consumer Research Especially Important in Fintech and How Should Startups Get Started? | Sarah Hollinshead, Head of Content at Attest
Talk to the customer.Be customer-centric.Do your customer research.These are words we hear a lot in the marketing world, especially the fintech one where customer-centricity is one of the unique selling points of fintechs when compared to incumbents. So - how well do you know your customer? The truth is, we often overestimate how well we understand our customers — me included. “A 30 year
Which Marketing Activities Should You Focus on When Dealing with a Tight Budget? | Valentina Kristensen, Director of Growth & Communications at OakNorth
In this episode I’m chatting with Valentina Kristensen, Director of Growth and Communications at OakNorth. Valentina has helped grow OakNorth to the billion dollar company it is today, is a founding editorial board member of Influencer magazine and is a self-professed fintech nerd.What is OakNorth? OakNorth is a UK bank that provides fast, flexible and accessible debt finance to fast grow
What Role Does Decentralised Finance Play in Fintech Marketing? | Lex Sokolin, Global Fintech Co-Head at Consensys
Today I’m chatting with Lex Sokolin, a futurist and entrepreneur working on the next generation of financial services. He is the Global Fintech Co-head at Consensys, and also writes a weekly newsletter called The Fintech Blueprint, hosts a podcast and creates his own digital art.Consensys is a blockchain technology company building the infrastructure, applications, and practices that enab
The Do's and Don'ts of Communicating ESG Initiatives Effectively | Gihan Hyde, Founder of Communique
Today I’m chatting with Gihan Hyde, founder of Communique and ESG communicator. She has experience leading ESG campaigns with organisations such as Barclays, HSBC, M&S. With experience in 8 sectors over 6 Countries, Gihan A.M.Hyde’s ESG campaigns have impacted over 150,000 employees, 200,000 customers and resulted in £300M investment deals in the past 15 years.Communique is a social e
What is Unique About Building a Community and Social Media Presence in the Crypto Space? | Michelle O'Connor, VP of Marketing at TaxBit
In this episode I’m chatting with Michelle O’Connor, VP of marketing at TaxBit. Michelle has extensive experience working in the fintech marketing space. She set up her own marketing agency helping small businesses in 2009, and since then has worked as the VP of marketing at Uphold, and currently advises startups in the cryptocurrency and blockchain space.TaxBit is a tax software platform
The Key to Building a Global Brand While Remaining Customer Centric | Patrick Stal, VP of Marketing at N26
Today I’m interviewing Patrick Stal, global VP of marketing at N26. Patrick was previously a member of Uber’s EMEA leadership team, and has a decade of experience working with brands like TomTom, Asics, Gucci and Abercrombie & Fitch.N26 is a global mobile bank, based out of Berlin and active in 25 markets. They have over 7 million customers and was recently voted as the best bank in t
How to Stand Out From Competition in a Growing Market | Marc Winitz, CMO at Rapyd
In this episode I’m chatting with Marc Winitz, Chief Marketing Officer at Rapyd. Marc has experience as a senior marketing leader working with multi million dollar budgets and a background in enterprise software, SaaS and systems integration markets.What’s Rapyd? Rapyd is a fintech as a service platform, which lets businesses collect and disburse money locally through preferred payment me
Why the Future of Fintech Marketing is Content and Partnerships | Stephanie Bowker, Head of Marketing at Spendesk
Your host for today is my partner Ani, founder of the Fintech Marketing Hub. In this episode, Ani chats with Stephanie Bowker, Head of Marketing at Spendesk. A product marketer by trade, she lives by the mantra that customers always come first. Before Spendesk, Steph worked at Intuit and was the first product marketing hire at Gusto.Spendesk is an all in one spend management platform buil
What are the Banks and Fintechs That Get Social Media Right? | Dave Wallace, NMD+ and Afshan Dadan, Whitesight
Today, I’m chatting with Dave Wallace from NMD+ and Afshan Dadan from Whitesight about a fascinating report they recently published on banking and social media. NMD + is a creative, data and technology consultancy enabling the best Active CX for financial services. We think beyond UX, harnessing the power of digital channels and data to deliver ideas that are feasible, valuable, purposefu
Where to Get Started with Fintech Influencer Marketing | Eric Fulwiler, CCO at 11FS
Today I’m talking to Eric Fulwiler, CCO of 11FS. Eric has spent over 10 years in the digital advertising world, working with global brands such as PepsiCo and Mastercard as the UK Managing Director of VaynerMedia.He now works at 11FS, a consultancy that works with financial services companies to help them deliver the next generation of digital propositions and technology. If you’re deep i
B2B Fintechs: Why Your Employees are Your Best Brand Advocates | Jeanniey Walden, CMO at DailyPay
In this episode I’m chatting with Jeanniey Walden, CMO at DailyPay. Jeanniey has led marketing and growth for fortune 1000 companies, has authored several books and was recently nominated as transformational CMO of the year by the CMO Club.DailyPay is an earned income software based in New York that integrates with large company payroll and time management systems, allowing employees to g
What Can Fintech Companies Do to Stand Out in a Crowded Market? | Bryan McCarty, Director of Marketing at Moov
In this episode, I’m chatting with Bryan McCarty, Director of Marketing at Moov. Bryan is a two-time founding SaaS team lead and has experience working as a product manager and product marketer at companies such as Jack Henry and Banno. What is Moov? Moov is a company that helps developers accept, store and disburse money. They’re a platform built by developers for developers, with a focu
How to Develop Product Market Fit as a Fintech | Shameer Sachdev, Founder of Growth Gorilla
In today’s episode I’m chatting with Shameer Sachdev, founder at fintech marketing agency Growth Gorilla. Growth Gorilla does growth marketing, channel strategy, paid search, email automation and a whole host of other marketing services. They’ve worked with over 25 fintech companies and have worked with companies such as Wayhome, PrimaryBid & Change Invest.We do a deep dive into what
What is a Fractional CMO and Should You Hire One? | Andrea Linehan, CMO at Currencyfair
In this episode I’m chatting with Andrea Linehan, CMO at Currencyfair. Andrea worked for 10 years in the Middle East for the Omani government, and then worked as the CMO of a fintech startup called GRID Finance. At Currencyfair, she’s been leading the build of their lead generation and sales enablement infrastructure, as well as establishing the international payments technology brandWhat
Our Approach to Turning Customers into Brand Ambassadors | Jasper Martens, CMO at Pensionbee
In today’s episode I talk to Jasper Martens, Chief Marketing Officer at Pensionbee. Jasper has a background in digital marketing, and used to manage his own marketing agency in Amsterdam. He loves making boring products interesting, and has won several awards for his campaigns. He calls himself a tech savvy marketeer.Pensionbee is a pensions provider that combines your old and new pension
How Much Customer Research Should You Do? | Romney Taylor, VP of Marketing at Habito
In this episode, I’m chatting with Romney Taylor, VP of Marketing at Habito. Before working at Habito, Romney was working for a very successful management consulting company, with clients such as Giffgaff, Skype and Zopa.What is Habito? Habito is an online mortgage broker. But it’s not just any mortgage broker: they’re user friendly, tech-savvy and are a B corp. Since 2015, they’ve receiv
Marketing to Developers: Where Do You Start? | Vidya Peters, CMO at Marqeta
In today’s episode I’m chatting with Vidya Peters, Chief Marketing Officer at Marqeta. Before Marqeta, Vidya served as the Chief Marketing Officer of MuleSoft, an enterprise software company focused on APIs and integrations. She helped take MuleSoft public on NYSE in 2017 and was acquired by Salesforce in 2018 for $6.5B. She was also recently nominated as number one on the list of top 25
How to Grow Your Brand with Community Marketing | Alex Latham, Co-Founder of Chip
Welcome to the first ever episode of Market Like a Fintech!Market like a Fintech is a podcast on a mission to find out what marketing strategies and tactics the top Fintech companies in the industry use to acquire real customers, build a brand and grow revenue. I’m Araminta, a marketing consultant at Mint Studios and pa
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