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 preparation, understanding the event's audience, and leveraging personal connections. The episode also covers the pr...
Jul 30, 2025•41 min•Ep. 42
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 role content plays throughout the lengthy sales cycles in the FinTech industry. They also delve into using AI a...
Jun 25, 2025•48 min•Ep. 41
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 teams for better alignment and effectiveness, particularly by having BDRs under the marketing umbrella. Joana a...
May 28, 2025•45 min•Ep. 40
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. The discussion also touches on the usage of AI in content creation and the unique challenges and opportuniti...
Apr 30, 2025•33 min•Ep. 39
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 episode also covers Nium's successful LinkedIn growth, brand differentiation strategies, and how technologic...
Mar 26, 2025•41 min•Ep. 38
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, successful campaigns, and the role of SEO. The conversation offers insights into leveraging webinars, sales co...
Feb 26, 2025•45 min•Ep. 37
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 enterprise customers versus SMBs. The conversation delves into Adyen's unique ABM (Account-Based Marketing)...
Jan 29, 2025•41 min•Ep. 36
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 centr...
Feb 03, 2022•1 hr 2 min•Ep. 34
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 ...
Jan 27, 2022•43 min•Ep. 33
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, ...
Jan 20, 2022•47 min•Ep. 32
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 Lond...
Jan 13, 2022•1 hr•Ep. 31
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, regu...
Jan 06, 2022•41 min•Ep. 30
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 k...
Dec 16, 2021•45 min•Ep. 29
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 Marke...
Dec 09, 2021•50 min•Ep. 28
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 F...
Dec 02, 2021•43 min•Ep. 27
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...
Nov 25, 2021•44 min•Ep. 26
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 b...
Nov 18, 2021•49 min•Ep. 25
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,...
Nov 11, 2021•43 min•Ep. 24
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 de...
Nov 04, 2021•46 min•Ep. 23
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 explor...
Oct 28, 2021•49 min•Ep. 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 co...
Oct 21, 2021•56 min•Ep. 21
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...
Oct 14, 2021•50 min•Ep. 20
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 fintec...
Oct 07, 2021•19 min•Ep. 19
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...
Aug 12, 2021•42 min•Ep. 18
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 ...
Aug 05, 2021•40 min•Ep. 17
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 enable a decentralized world. They are an industry leader in Ethereum solutions, offering a wide suite of produc...
Jul 29, 2021•43 min•Ep. 16
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 gover...
Jul 22, 2021•41 min•Ep. 15
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...
Jul 15, 2021•44 min•Ep. 14
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 ...
Jul 08, 2021•33 min•Ep. 13
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 ...
Jul 01, 2021•41 min•Ep. 12
