Market Like a Fintech (Araminta Robertson)
Explore every episode of Market Like a Fintech
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| 21 Oct 2021 | Customer Research and Reports: How To Do Them Properly | Gunny Scarfo, Co-Founder at NonFiction Research | 00:56:22 | |
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 thick and the words are often confusing. Even when you do force yourself to read it, you’re often left more confused than before. Is this how you want your prospects and customers to feel when they read a report you’ve commissioned? Probably not. But how can we make research interesting? How can we make it engaging, and most importantly, useful? I’m delighted to talk to Gunny Scarfo from Nonfiction Research today. Nonfiction is a research company that (and I quote) “gleefully violates the norms of traditional research, in a crusade to understand the informal, unfiltered lives of customers”. Their research includes everyone from prisoners, to sex workers, to bankers and the average person, and they’ve worked with brands like Disney and Public.com. They also recently published a fascinating report on the secret financial lives of Americans. My aim with this episode was to explore how Gunny and his team do their research, and most importantly, how they make their reports interesting. Because they are really interesting, and as I mention on the episode, one of my favourite types of reports to read. Not only that, but their research techniques means they truly understand customers. We went very deep in this episode, and here you’ll find insights on how to truly understand your customer (hint: not with focus groups), what immersive research really means, and how to make research useful and publish your findings in an interesting way.
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| 25 Nov 2021 | NALA Money: Building Purpose Around The Fintech Problem You’re Solving | Benjamin Fernandes, CEO & Founder of NALA Money | 00:43:50 | |
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 problem you’re solving. That’s exactly what Benjamin Fernandes, founder and CEO of NALA Money, says is the most important when starting and growing a company. NALA Money is a money transfer app that lets people send money securely, quickly and for low cost between the UK, Tanzania, Kenya and Uganda. Benjamin himself has a fascinating personal story: He was the youngest African to be accepted into the Stanford Graduate of Business and after working for the Bill and Melinda Gates Foundation, he returned to Tanzania to launch NALA Money. NALA Money is the number one finance app in Tanzania, and has 250,000 customers in Uganda and Tanzania. NALA was also accepted into Y Combinator and apparently came in as the company that had achieved the most amount of traction with the smallest number of resources. In today’s chat, I’m talking with Benjamin about how he fell in love with the problem he was solving (which is very connected to his personal story), why he’s working so hard to unite everyone under one purpose of increasing economic opportunity for Africans worldwide, how he’s built an outstanding team which got him incredible investors and produce high quality output. Benjamin on LinkedIn: https://www.linkedin.com/in/benjaminf7/ | |||
| 05 Aug 2021 | Which Marketing Activities Should You Focus on When Dealing with a Tight Budget? | Valentina Kristensen, Director of Growth & Communications at OakNorth | 00:40:06 | |
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 growing businesses. It’s been nominated the fastest growing business in Europe by the Financial Times, has lent over £5bn to hundreds of UK businesses and has been turning a profit since 2017. It is currently valued at $2.8bn dollars.
This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 21 Apr 2021 | How Much Customer Research Should You Do? | Romney Taylor, VP of Marketing at Habito | 00:41:48 | |
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.
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| 16 Jun 2021 | Why the Future of Fintech Marketing is Content and Partnerships | Stephanie Bowker, Head of Marketing at Spendesk | 00:34:26 | |
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 built for finance teams. They do company cards, expense reimbursements and automated accounting all in one place. They now have over 40,000 users and raised $18 million back in October last year. In this episode, Stephanie and Ani chat about how she built Spendesks 6,500+ CFO community, Spendesk’s current marketing mix and how to create shareable content.
VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 15 Jul 2021 | What is Unique About Building a Community and Social Media Presence in the Crypto Space? | Michelle O'Connor, VP of Marketing at TaxBit | 00:44:03 | |
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 and accounting firm that helps traders, merchants and exchanges manage their crypto taxes. It supports over 4,200 cryptocurrencies, equities and commodities, and is the official IRS partner for data and reporting on taxes. They recently raised $100 million in their Series A this January. Michelle and I chat about what makes the crypto community a different kind of community, how to produce content that is reliable and trusted, and how crypto and fintech companies should be managing their social media.
This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 13 May 2021 | How to Develop Product Market Fit as a Fintech | Shameer Sachdev, Founder of Growth Gorilla | 00:55:31 | |
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 fintech marketing really is, how to take a fintech company from an idea, to product market fit and to a scale up, and finally how fintech companies can make the right decisions based on data and analytics. It’s an episode that is jam packed with tips and actionable advice for anyone who’s marketing a fintech company, so make sure to tune in till the end. Growth Gorilla's website: https://www.growthgorilla.co.uk/ | |||
| 14 Apr 2021 | Marketing to Developers: Where Do You Start? | Vidya Peters, CMO at Marqeta | 00:31:24 | |
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 women in financial technology. Marqeta is a card issuing platform designed for companies that want a simplified and flexible payment program. Marqeta won the “2019 Best Fintech Startup” award by FinTech Breakthrough and the "Best Enterprise Technology Company" at the 2019 LendIt Fintech Industry Awards. Marqeta was valued in 2020 at a $4.3 billion valuation and has well-known clients such as Square, Uber, Instacart and Affirm. In this episode, we talk about how to market a company to developers, their focus on product marketing and how Marqeta manages marketing to both high growth startups such as Uber and more established brands such as JP Morgan Chase. Follow Vidya Peters on LinkedIn: https://www.linkedin.com/in/vidyapeters/ Marqeta website: https://www.marqeta.com/ Full show notes and website: https://www.fintechmarketinghub.com/ | |||
| 14 Oct 2021 | Tips on Hiring and Becoming a Chief Marketing Officer at a Fintech | Irina Chuchkina, CMO at Thunes | 00:50:25 | |
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 CMOs, such as: when is the right time to hire a CMO? Where do I find one? How much should I pay them? And for those who want to become CMOs: how do you know when you’re ready? What does a day to day look like? How do you balance short-term and long-term success? What should you prioritise? In today’s episode, I’m looking for answers to those questions by chatting with the new CMO of Thunes, Irina Chuchkina. Thunes is a payment service provider that enables global payments via their payment network. They’re based in Singapore, and cater to banks, money transfer operators, e wallets and more.
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| 18 Nov 2021 | Referral Growth, Recurring Payday Campaigns and The Challenge with Content Marketing | Jonathan Nyst, Head of Marketing at BigPay | 00:49:11 | |
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 hear from Jonathan, Head of Marketing at BigPay, referrals worked very well. Especially, when certain travel bloggers realised they could make money referring readers to BigPay. One blogger referred over 8,000 people. Jon says himself, these bloggers did a lot of the heavy lifting to get BigPay off the ground and acquiring customers. When no one’s heard of your product type, it seems referrals are still the way to go. In today’s episode I chat with Jon about how BigPay implemented referrals when they first started, the recurring payday campaigns they implemented and why he thinks content marketing is so difficult and why BigPay has struggled with it as an acquisition strategy. I’ve known Jon since 2019, when I was living in Kuala Lumpur for a few months and I even helped BigPay myself with some of their articles and website copy. So it was really nice to connect with him again. Jon is a great marketer and a very inspiring person. I highly recommend checking out his Medium.
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| 10 Jun 2021 | What are the Banks and Fintechs That Get Social Media Right? | Dave Wallace, NMD+ and Afshan Dadan, Whitesight | 00:43:25 | |
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.
WhiteSight is a research firm that explores whitespace opportunities in the global FinTech space. They provide data-driven and domain-specific knowledge to help ecosystem participants such as startups, banks, investors and government bodies to leverage such opportunities. In this episode, we talk about the fintech companies that are doing the best at social media, why incumbents struggle to get engagement and what fintechs should do when it comes to social media. Dave Wallace on LinkedIn: https://www.linkedin.com/in/davejvwallace/ This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 20 May 2021 | What Can Fintech Companies Do to Stand Out in a Crowded Market? | Bryan McCarty, Director of Marketing at Moov | 00:46:03 | |
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 focus on delivering exceptional user experiences. In December last year they raised $27 million in a series A round led by a16z. We chat about what fintechs miss when it comes to customer experience, how to stand out in a world of integrations and APIs and Moov’s approach to creating and publishing content. Moov's website: https://moov.io/ | |||
| 28 Oct 2021 | Where to Begin with Community Marketing and Slack Groups | Graham McBain, Technical Community Manager at Moov | 00:49:29 | |
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 community to attract and retain customers? And what does a successful community look like? Today, I explore answers to those questions with our guest, Graham McBain. Graham is the community manager at Moov, a B2B payments API company. He’s in charge of the Moov Slack community, which currently has over 2,500 members, is super active, and by all measures, a success. Communities are hard to build. The time and energy commitment is high, but the reward and upside is infinite. In this episode, we dive deep into how Graham went about growing the Slack community, how he maintains it, and his own thoughts on the future of community. It’s full of practical and tactical tips and advice, so hope you enjoy! Moov website: https://moov.io/ | |||
| 03 Feb 2022 | How We Bootstrapped A Fintech App From Our Community | Holly And Laura, Founders Of Financielle | 01:02:12 | |
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 a community, you see their pains and struggles first hand. The result? You build a much more customer centric product. In today’s episode I’m chatting with Holly and Laura, founders of a financial education app, community, Instagram page and blog for women called Financielle. It started as an Instagram page, but over time evolved into a product that helps people manage their finances. What I love about Holly and Laura’s story is that it is totally organic and their app is completely bootstrapped. They have used their community and the profits from their app to build a startup that is growing and very customer centric. In this episode, we talk about the pain points of the people in their community, how they manage their Instagram page (including some tips on how to make finance memes) and how they are monetising and planning on growing their business. I loved this chat, and I hope you do too. If you want to attend our events in the future, please join us at fintechmarketinghub.com/slack.
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| 03 Jun 2021 | Where to Get Started with Fintech Influencer Marketing | Eric Fulwiler, CCO at 11FS | 00:33:27 | |
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 in the fintech space, then you’ll have heard of the 11FS podcasts, events and even documentary. 11FS recently won the British Bank Awards for Consultancy of the year and is one of the leading Financial Times Management Consultants in 2 years. Eric and I chat about what financial services marketing is, the power of using content to add value and where to get started with influencer marketing.
This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 27 May 2021 | B2B Fintechs: Why Your Employees are Your Best Brand Advocates | Jeanniey Walden, CMO at DailyPay | 00:38:45 | |
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 get paid on demand. 80% of Fortune 200 companies that offer on-demand pay partner with DailyPay, including Dollar Tree, Berkshire Hathaway and Adecco. As you’ll see in the episode, they also have exciting news to share. In this episode, Jeanniey and I chat about how fintech companies can remain customer centric while focusing on the larger vision, how DailyPay markets to employers when the end user are employees and why fintech companies should prioritise brand awareness.
This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 11 Nov 2021 | Building an In-House Brand Team: Why it's Worth it | Luke Richardson, Director of Brand and Communications at Pleo | 00:43:10 | |
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 and values. Most companies outsource this exercise or don’t give it too much thought. But we’re in fintech, where a lot of companies care a lot about their brand. And there are some fintech companies where brand is really at the core of what they do. For one, it’s so important, that they have their own in-house brand team working alongside them. This company is Pleo, known for its minimal, attractive and yet strong and recognisable brand. Pleo is a B2B fintech that offers smart company cards that automate expense reports and simplify company spending. In this episode I’m chatting with Luke Richardson, Director of Brand and Communications at Pleo. We chat about setting up outdoor campaigns, Pleo’s global summit at the end of the year and how he’s set out to build a successful in-house brand team. Our conversation was highly focused on brand, so I would say the content in today’s episode is especially useful to both B2C and B2B fintech companies that know they want to have a strong brand and are unsure who to hire in-house and what to outsource to an agency.
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| 08 Jul 2021 | The Key to Building a Global Brand While Remaining Customer Centric | Patrick Stal, VP of Marketing at N26 | 00:32:57 | |
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 the world. They recently raised $30 million at a $3.6 billion dollar valuation. In this episode, Patrick and I chat about his learnings working for big grands, how to localise your product and marketing and why N26 decided to focus on partnerships as a growth method.
This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 07 Oct 2021 | What's the Future for the Market Like a Fintech podcast? | Araminta and Ani | 00:18:35 | |
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 potential as marketers. Because the truth is, the fintech industry needs us. The hardest part of growing a fintech company is acquiring customers — without them, you’ve got nothing. But most fintech founders are technical product builders who are focused on working on important issues such as financial inclusion, transparency and accessibility. But without customers, without reaching the right people, these products are unable to fulfill their purposes. As fintech marketers, we are helping fintech companies reach the right people and solve these important problems. I’ve taken a step back to figure out how we can do a better job and inspire marketers, while remaining actionable and useful. This allowed us to figure out our mission, which is to inspire fintech marketers fulfill a fintech’s purpose, by uncovering the different ways fintech companies are choosing to build relationships with customers. As the host, I’m taking you on a journey to find out how other marketers do this, and how you can do this too. We all want the same thing: to democratise finance.
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| 09 Dec 2021 | Creating Content, Building a Tribe and Attracting Top Talent in the Fintech B2B Space | Helen Owen, VP of Marketing at Tribe Payments | 00:49:47 | |
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 Payments seems to have found the balance. And today, I’m lucky enough to be chatting with their VP of Marketing, Helen Owen. Tribe is a B2B fintech company that does payment processing for issuers, acquirers and fintechs, as well as Open Banking APIs, fraud and risk monitoring and a lot more. With Helen, we chat about Tribe’s core target audience and her approach to creating content for them, how Tribe is standing out and cutting through the noise (and why they love being a Tribe), and finally the current challenges with hiring and how Tribe is attracting talent. In today’s episode, you’ll further hear me experiment with a different structure where we focus on three key aspects of marketing a fintech company: customer acquisition, messaging/branding and hiring/building a team. I’d love to hear any feedback on what you think of this approach.
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| 13 Jan 2022 | Creating a Purpose-led, Story-Oriented and Customer Centric Fintech Brand | Eric Fulwiler, Founder at Rival | 01:00:22 | |
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 and grow like challengers. Eric Fulwiler used to be COO and CMO at 11FS, the fintech consultancy based in London. Now, he’s the founder of his own marketing agency, Rival. This episode is a recorded virtual event we hosted in November through our Slack community. For the first thirty minutes, Eric and I chatted about branding and how Rival is helping companies build human brands. Afterwards, we opened the floor to participants to ask questions. We cover topics about fintech branding, what it means to be a challenger brand, as well as tips for marketers who are hiring. The event was great fun and our plan is to host these types of events once per month starting from January. You can learn more and stay tuned at fintechmarketing.com/slack. | |||
| 06 Jan 2022 | How We're Building in Public and Bootstrapping a Fintech Company | Thomas Ketchell, CEO and co-founder of Curvo | 00:40:46 | |
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 bootstrapping the company, which means they are learning everything they can about marketing, product, regulation and investing themselves, and taking their audience along the way. Their build in public approach has helped them build trust with customers as well as helped with marketing their product. And yes, they have been transparent even when projects were delayed. In this episode, I’m chatting with one of their founders, Thomas. We talk about the initial days at Curvo, and what their most effective customer acquisition channel is to date. We also talk about why they are so transparent, how they’re educating people and how leveraging the audiences of influencers helps them gain more reach. Finally, we chat about the regulatory obstacles Curvo faced and how the team cleverly overcame them. Thomas also explains why they’re deciding to bootstrap rather than raise money for the time being. I have a huge amount of respect and awe at what the team at Curvo is doing, and what they’ve managed to achieve in the past two years. They just recently launched their app a few months ago, and are steadily acquiring customers. It’s super exciting to follow their journey, and the plan is to check in with them in another year or so. Thomas is very transparent about how they do things at Curvo, which makes this podcast episode particularly useful to other fintech marketers.
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| 29 Jul 2021 | What Role Does Decentralised Finance Play in Fintech Marketing? | Lex Sokolin, Global Fintech Co-Head at Consensys | 00:43:19 | |
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.
In this episode, Lex and I chat about the future of content creators, the role of DeFi in fintech and fintech marketing and Consensys’ approach to marketing as a category leader. Lex on LinkedIn: https://www.linkedin.com/in/alexeysokolin/ This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 16 Dec 2021 | Why and How We Brand Ourselves as Innovators in the Crypto Space | Marija Riba, Senior Product Manager at Wirex | 00:45:10 | |
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 branding itself as an innovator and by having a clear target audience. They’ve been around since 2014, and keep releasing interesting features in the DeFi and crypto space. In this episode, I’m chatting with their product manager, Marija Riba, who also used to work as their marketing project manager. We talk about the difference between being a product manager and a marketer, what pain points Wirex is focusing on, Wirex’s recent Crypto Female Power list campaign and what they look for in people when it comes to hiring.
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| 01 Jul 2021 | How to Stand Out From Competition in a Growing Market | Marc Winitz, CMO at Rapyd | 00:41:17 | |
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 methods. Rapyd offers 900 alternative payment methods ranging from cash, e-wallets, local card networks and a lot more. They currently operate in over 100 countries, hit $100 million in revenue in 2020 and were valued at $2 billion earlier this year. In this episode, Marc and I talk about his experience with SaaS and fintech companies, who Rapyd’s target market is and how Rapyd is building a developer community. This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 27 Jan 2022 | Implementing Account Based Marketing in the B2B Fintech World | Eva Sasson, Head of Marketing at Argyle | 00:42:59 | |
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 obviously, this doesn’t work. So one way to approach this is to segment your marketing — also called Account Based Marketing — which is essentially highly targeted marketing. This is what Argyle, a B2B fintech company based in New York, does with their marketing. Argyle provides a single global access point to employment data. That means providing the worker with a single overview of all their employment history and therefore allowing businesses to examine a worker based on multiple income sources. You know how you have an Apple or Android Wallet or for all your flight tickets? Imagine that, but for income sources and employment history. ABM is a big part of their marketing mix, and in today’s chat I’m talking about exactly that with their Head of Marketing, Eva Sasson. She comes from a developer marketing background, and has been with Argyle for over a year. We chat about the difference between developer APIs and fintech APIs, how Argyle is cutting through the noise with content and how they’ve managed a fully distributed team since 2018.
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| 02 Dec 2021 | A Deep Dive into Video Production and Marketing in the Fintech Industry | Gabriel Whitehead, Managing Director at Finance Shoots | 00:43:03 | |
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 what you want and need. Today I have the pleasure of chatting with Gabriel Whitehead, managing director at Finance Shoots, a creative agency focused on fintech and financial services. I had a lot of questions about video and video production, and Gabriel kindly and patiently answered all of them. We even had a chance to cover a few of the questions some people asked in the Slack group. Specifically we talk about attribution — can it be measured with video, and how? We also talked about: how does a startup get started with video: what do they need to already have in place, should they do animation or interviews and what are the 3 most important videos a fintech startup should do — as well as some examples of fintech companies doing a great job with video. Anyway, it’s an episode absolutely jam packed with valuable information, and I really appreciate Gabriel going into so much detail. Anyone who’s getting started with video will love this!
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| 04 Nov 2021 | How We've Made Financial Education Part of Our Product (And Why!) | Katie Perry, VP of Marketing at Public.com | 00:45:38 | |
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 education challenge head on. They’re not just publishing a few blog posts about budgeting, but instead are designing curriculums, hosting virtual events and building a community. One of those companies is Public.com, an investing platform where members can invest in stocks and also share ideas within a community of 1M+ investors. The Public.com team understood right from the beginning that the number one barrier to investing is psychological, and therefore the best way to overcome this is with a community. We’ve talked about community before on the podcast, specifically about how to build a community through a Slack group. But Public.com has taken a different approach and made community literally part of the product. Today I’m chatting with Katie Perry, VP of marketing at Public.com. We walk through three different marketing plays at Public: their recent program for NCAA student athletes, how they’re focusing on financial literacy and community, as well as their recent drops, which are individual campaigns designed to make a statement about who they are. I found this chat with Katie to be very insightful and relevant, especially for B2C fintech companies that are targeting mass market customers, so I think you’ll enjoy.
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| 22 Jul 2021 | The Do's and Don'ts of Communicating ESG Initiatives Effectively | Gihan Hyde, Founder of Communique | 00:40:30 | |
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 enterprise startup that specialises in communicating strategies that focus on environmental, social and governance. They work with organisations to develop communication strategies and campaigns that align the business with investors, employees and clients.
This episode is brought to you by VC Innovations. VC Innovations is a full-stack marketing services agency dedicated to innovation industries with a special focus on Fintech. They work with businesses across 3 key areas of marketing infrastructure, demand generation campaigns and event properties including the must-attend Fintech Talents Festival. Check out www.vcinnovations.co.uk to find out more. | |||
| 12 Aug 2021 | Why is Consumer Research Especially Important in Fintech and How Should Startups Get Started? | Sarah Hollinshead, Head of Content at Attest | 00:42:06 | |
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 old male software engineer with 2 kids who lives in the suburbs and his challenge is figuring out the best way to save for retirement”, doesn’t mean knowing your customer. You know you understand your customer well when you can predict what their next move is. And often to reach that point, you need to do research. That means doing qualitative and quantitive research. You need to send out surveys, get on calls with them and talk to your sales or support team. Then you start to understand your pain points.
Attest website: https://www.askattest.com/ | |||
| 20 Jan 2022 | Using PR for Customer Acquisition and The Value of Focusing on Customer Retention | Diane Myer, Head of Marketing at TrackStar | 00:47:14 | |
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 opportunities to reactive customers who haven’t completed an application or were not eligible. In other words, use alternative data to acquire new customers. Today I have the pleasure of talking with Diane Myer, Head of Marketing at Trackstar. She has an incredible amount of experience in the marketing sector, having worked with companies like Kimberly-Clark, Ferrari and Mizuno. Trackstar's website: https://www.trackstar.ai/ | |||
| 07 Apr 2021 | How to Grow Your Brand with Community Marketing | Alex Latham, Co-Founder of Chip | 00:38:01 | |
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 partner at the Fintech Marketing Hub. In today’s episode, I’m chatting with Alex Latham, co-founder, and chief marketing officer at Chip. Chip is the UK’s highest returning savings account. It’s an app that helps users save money automatically with AI. Every few days, Chip's algorithm calculates what you can afford to stash away based on your spending habits. It then transfers that money from your current account to your Chip account - automatically. Chip is one of the biggest crowdfunded businesses in the UK with over 11,000 investors. They have a user base of over 300,000 active users who have saved over £150m. Last September they raised £11m in just 3 days, making it the biggest crowdfund in Europe in 2020. In this episode, we talk about their main strategy to enable viral growth, how they built a community of committed investors and their approach to maturing the Chip brand. Follow Alex Latham on LinkedIn: https://www.linkedin.com/in/alex-latham-98498449/ | |||
| 06 May 2021 | What is a Fractional CMO and Should You Hire One? | Andrea Linehan, CMO at Currencyfair | 00:40:38 | |
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 brand What is Currencyfair? It’s a global payment company specialising in FX for both consumers and businesses. They’re based in Dublin, Ireland and have raised a total of $24.5M throughout all their rounds. They recently acquired payments company Assembly in Australia, as they look to expand their suite of products. | |||
| 28 Apr 2021 | Our Approach to Turning Customers into Brand Ambassadors | Jasper Martens, CMO at Pensionbee | 00:48:05 | |
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 plans into one. It takes 5 minutes to start, and users can combine, contribute and withdraw online. They have some pretty astounding customers: over 470,000 customers, a 97% retention rate and are managing close to £1bn in pension money. They were recently valued at £365M at their recent IPO in April. In today’s episode, Jasper and I talk about brand-led advertising, PensionBee’s focus on loving its customers and their Instagram marketing. | |||