Fintech Marketing Intel

067 “We’re expected to be god-like magicians, and most humans aren’t god-like magicians.” James Wallis Head of Content Marketing & Distribution, NatWest Group

066 “A viral campaign is thrilling, but in B2B fintech, trust travels faster and your clients are your biggest promoters.” Aimée Cole Group Head of Marketing, ClearBank

065 “The companies that invest in brand and product marketing will be the ones that win.” Rory Woodbridge Director of Product Marketing (Interim), Monzo

064 “Don’t underestimate the power of your existing loyal base.” Cat Daniel VP Growth & Marketing, Zepz

063 “People trust recommendations from people they already send money to more than they trust ads.” Timothy Ukaegbu Performance Marketer, Moniepoint

062 “People change, data evolves, technology shifts.” Sally Rushton Head of Marketing, LHV Bank

061 “You can’t just present information in black and white - you need to tap into their pains and emotions.” Jago Shakoori Head of Social Media, Emma

060 “Trying to scale human connection, which by definition, doesn’t scale neatly.” Lucy Heavens Chief Marketing Officer, Vixio

059 “In 2026 the best measurement tool is one you build yourself.” Christian Harinarain Head of Growth, Tapp

058 “From a PR perspective, the hard part is finding the story beneath the terminology.” Becky Sales PR Manager, Paymentology

057 “I think newsletters are an amazing way of building your first 1000 True Fans, as Kevin Kelly would put it.” Fernando Tobias Marketing Director, LYNK Markets

056 “Clear positioning beats clever campaigns every time.” Nicole Breforth Head of Communications, Raisin

055 “The real impact comes from doing fewer things phenomenally well, anchored in a clear brand vision and purpose.” Jay Safdar Performance Engine Lead, Consumer Marketing, Lloyds Banking Group

054 “Leaders often treat it like sales, expecting quick results.” Araminta Robertson Founder & Managing Director, Mint Studios

053 “Fundamentally it hasn’t changed in decades.” David Brewerton Growth Marketing Director, Monzo

052 “Everyone consumes it so everyone thinks they can do it.” Chantal Swainston Founder, The Heard

051 “It’s not. It’s just the C-suite think it’s free.” Joe Goldberg Head of Brand, Marketing, and Communications Strategy, Santander UK

050 “Cash App in the US has successfully positioned itself as a lifestyle brand, which is still rare for a fintech.” Ingrid Sierra Chief Marketing Officer, Finfare

049 “With how fast the landscape changes, testing is the only real truth.” Daniel Evans Head of Marketing, Salad

048 “I’m helping businesses make payments simpler - not curing cancer.” Tricia Rogers Head of Marketing, Shieldpay

047 “It’s not black and white despite the perceived ability to be able to measure everything.” Adam Lees Head of Marketing, InvestEngine

046 “It’s not for the faint-hearted, but boy do I love it!” Tina Cleary Chief Marketing Officer, AMP

045 “Never say you’re “delighted” or “humbled”.” Charlie Gilbert Head of Brand & Communications, Volt

044 “Because everyone thinks they can do it, but no-one’s willing to invest (properly) in it.” Loïs Mills Senior Content Lead, Yonder

043 “My first thought when reading this question was: it isn’t - we’ve made it hard.” Duarte Garrido VP Growth Marketing, Volt

042 “Actual personality, real stories, not just dry product features.” Jana Straiton Head of Marketing, Lending and Payments EMEA, PayPal

041 “Marketing is EVERYTHING that connects the value of the product to the unmet needs that exist in the market.” Eric Fulwiler Chief Marketing Officer, 11:FS

040 “My brain waits until 11pm to present its best work.” Nikki Paul Marketing Director, Tandem Bank

039 “How do we deliver value to customers, society, and shareholders without breaking any of them?” Olabinjo Adeniran Senior Lifecycle Marketer, Consensys

038 “Art vs science, every single day.” Hattie Moll Chief Marketing Officer, Prosper

037 “Because everyone wants something different from it.” Jeremiah Glodoveza SVP, Global Head of Marketing and Communications, Nuvei

036 “Because good marketing feels simple, but getting there is anything but.” Julieta Varsano B2B Marketing Lead, Upvest

035 “It’s mostly joyful and if it’s not, it’s time to move on.” David Byrne Head of Brand Marketing, Wealthify

034 “Because what worked last week is already outdated.” Katie Hayes Head of Marketing, Ozone API

033 “Hard to go past Cash App for how they have nailed embedding themselves into culture.” Sebastian Neylan Head of Growth, Up

032 “Sort of like building the plane while you’re flying it.” Priya Venkat Marketing Lead, SC Ventures by Standard Chartered

031 “Offline referral marketing in rural and semi-urban areas - especially for commercial banks in Nigeria.” Adekunle Adeyemi Head of Marketing Communications, OPay

030 “Wondering if and when AI will replace us all!” Lucy Terry Head of Brand and Content, InvestEngine

029 “Airwallex - they’ve doubled down on their McLaren Formula 1 Team sponsorship in a smart integrated way.” Lucas Bergmans Global Marketing Director, Wise

028 “Not sure there are many underrated things in fintech marketing - there are many overrated though...” Mariette Ferreira Chief Marketing Officer, PPRO

027 “iwoca under Joost Versteeg is an absolute marketing machine.” James Maddison Global Marketing Director, Blockchain.com

026 “If people aren’t debating your work, it’s probably not working.” Shanice Daeche VP Marketing, Yonder

025 “Fans who love you complain less, buy more, and recruit others for free.” Jeremy Laight Chief Marketing Officer, LendInvest

024 “Because it’s SO visible wherever you work and everyone thinks they can do it better than you.” Brooke Day Head of Brand and Communications, PensionBee

023 “Human behaviour is unassailably and beautifully illogical, irrational, and non-binary - but we’re trying to convince ourselves otherwise.” Terry Seitz VP, North America Marketing, Visa

022 “Magpie syndrome. There is always a new shiny object and the lure of a side quest.” Lucy O’Boyle Head of Content, Insignis

021 “So as financial marketers we need to be creatives, educators, trust builders, and orators.” Shameer Sachdev Founder & Managing Director, Growth Gorilla

020 “If people genuinely want to talk about it, you’re laughing.” Lauren Hale Head of Growth, Sprive

019 “Because it is so often viewed the wrong way - as the sole area responsible for growth.” Oliver Harcourt Chief Marketing Officer, Taxfix UK (formerly TaxScouts)

018 “The payments space has such rich stories to tell but few brands get it right.” Charlotte Turland Head of Marketing, NatWest Group

017 “Nothing grows retention like solving problems before they tweet.” Yoann Pavy Chief Marketing Officer, Nude

016 “People still think it’s colouring in.” Lauren Berkemeyer Chief Marketing Officer, YuLife

015 “The nagging feeling that you might only be as good as your last campaign.” Oscar Mackenzie Head of Marketing, Shares

014 “How to grow with limited (no) budget.” Holly Holland Co-founder, Financielle

013 “It’s like a race where the finish line keeps moving.” Alex Latham Chief Marketing Officer, Chip

012 “Not much - sleep is my secret weapon!” Rachel Kerrone Brand & Marketing Director, Starling

011 “Because what’s needed varies drastically for each product.” Sam Power Chief Growth Officer, Abound

010 “I live by the rule that you should never pour water into a leaking bucket when increasing ad spend.” Becky Taylor Head of Marketing, Monument

009 “Make something truly great / novel / delightful so customers talk about it with people they care about.” Jack Cully Head of Brand and Product Marketing, Plum

008 “It’s just trial, error, learn, go again…” Tessa Bryant Head of Brand & Communications, Lightyear

007 “Because everyone thinks they know how to do it until it doesn’t work. Then it’s your fault, obviously.” John Hills VP Marketing, Crowdcube

006 “Not getting a good night’s sleep - it’s the equivalent of turning up to work drunk.” Claire Crisford Marketing Director, AJ Bell

005 “Do NOT underestimate the power of good old linear radio.” Jasper Martens Group Chief Marketing Officer, PensionBee

004 “At OakNorth, still almost 80% of our new business comes from unpaid referrals through word of mouth.” Valentina Kristensen Corporate Affairs Director, OakNorth

003 “Anything that uses humour as a central hook is a winner in my book.” Richard Cook Social Media Lead, Monzo

002 “Best advice I ever got was to realise that everyone is an expert at their own job and marketing!” Abba Newbery Chief Marketing Officer, Insignis

001 “I literally have a Substack called ‘Marketing is Hard’ so I could give you a hundred reasons.” Tom Davies VP Marketing, Yonder

Interviews with the best fintech marketers in the world

Latest interview · October 29, 2026

The marketers