Fintech Marketing Podcast by 11:FS

By The 11:FS Team

We want to talk to the people making the decisions in top Financial Services and fintech brands.
What do they take inspiration from? What makes them tick? What campaigns have worked for them and really make a difference? What have they learnt?
Hosted by our CMO Eric Fulwiler, we'll be interviewing fellow CMOs and Heads of Marketing across global fintech and banking brands to explore how they drive the growth of their businesses through marketing.

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Lemonade: A fully transparent business model Ft. Yael Wissner-Levy

Fintech Marketing Podcast by 11:FSApr 14, 2020

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35:48

1. Marketing never stops. Ft. David Wheldon

Welcome to the very first episode of the Fintech Marketing Podcast season 2, where your host Eric Fulwiler is on a mission to continue learning how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

We kick off with David Wheldon - WFA President Emeritus and Former CMO at RBS - one of the leading voices in fintech both in the UK and worldwide.

David Wheldon tells Eric all about the importance of focusing on your customer, the changing perspective of the value of branded content, and how to keep learning and improving.

David tells Eric what worked for him, what didn’t go so well and what the future holds for for the world of marketing, as well as what his sources of inspiration are as a financial services marketer.

This season of Fintech Marketing Podcast is sponsored by Visa

Whatever your payment plans, Visa, the world’s leader in digital payments, is on hand with the expertise, programs, solutions, and partner networks to help make it happen. Bring your big idea to life.

Partner with Visa to do it bigger and faster.

Visit visa.co.uk/fintech.

May 26, 202136:49

Season 2 Preview

Eric Fulwiler introduces Season 2 of Fintech Marketing podcast, coming back in full force, this time in association with Visa. With a mixture of one-on-one interviews and roundtables accompanied by a new host -11:FS Marketing Director, Mariette Ferreira - Fintech Marketing Podcast S2 brings in some of the brightest minds in the industry to discuss all things fintech marketing.

This season of Fintech Marketing Podcast is sponsored by Visa
Whatever your payment plans, Visa, the world’s leader in digital payments, is on hand with the expertise, programs, solutions, and partner networks to help make it happen. Bring your big idea to life.
Partner with Visa to do it bigger and faster.
Visit visa.co.uk/fintech.

If you enjoyed the show, don't forget to subscribe to never miss an episode and leave a review on iTunes and every other podcast app! Spread the Fintech Marketing love by sharing or tweeting this podcast.Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

May 26, 202104:25

Mastercard: Being human in times of crisis ft. Raja Rajamannar Global CMO

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In the final episode in this series, he speaks to Raja Rajamannar, Global CMO at Mastercard. Raja joined in 2013 and immediately shook up the Mastercard brand, making it contemporary and raising it to 12th place in the top 100 brands in the world, by increasing its brand value by 30%, surpassing Coca-Cola, IBM, and Disney. He did this by, among other things, evolving the brand identity by changing the logo and dropping the brand name - to be one of very few brands in the world to be recognised by their logo alone; investing in experiential marketing and customer experiences via their Priceless campaign, including sponsorship of some of the world’s biggest sports and ESports competitions; and their commitment to their new sonic branding.

They also discuss Raja’s philosophy on marketing - that experimentation is necessary and not everything will work - but fail fast and fail cheaply and learn from the failings. And above all else, it’s incumbent on markers to be human first, and in no way exploitative, to be a friend to the customer and to help them out whenever possible - and in no time is this more valid than right now in the middle of a pandemic.

Let us know what you thought of series 1, we’d love to hear from you to help make the show even better! Find us @11FS or email podcasts@11fs.com

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Jun 09, 202038:06

N26: Understanding customers' emotional relationship with finance ft Georgie Smallwood

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 11, he speaks to Georgie Smallwood, Chief Product Officer at N26. They discuss the ever changing role of a CPO, and its cross functionality with N26’s marketing team. Georgie takes us through the N26 marketing philosophy: how they are customer centric; the use of personas; and the importance of matching up marketing copy and the product itself to give the customer the best possible user experience. She also breaks down some of N26’s most well known advertising campaigns including the #nobullshit ads in Germany and the 26 Reasons campaign in the UK.

Above all, they discuss the emotional relationships that customers have with their money - and the difference in relationship they have with financial services than any other service - and therefore the respect marketers must have for that when developing products and making changes to their services as it’s customers’ money that is at stake.

They discuss N26 itself and its transformation over time from a self-confessed tech company to a tech driven bank, and what that has meant for the organisation as a whole. Finally, Georgie fills us in on some upcoming announcements from N26 including bringing an American style rewards programme to their European customers.

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Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

Jun 02, 202044:24

Klarna: The Value of Ideas ft. Laurel Wolfe

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 10 he speaks to Laurel Wolfe, VP Marketing at Klarna. Laurel talks about bringing the best creativity and ideas into marketing at Klarna and their drive to create an emotional connection with their customers - which is no mean feat for a digital first fintech brand. She also discusses the importance of having passion for your craft, but equally the value of “done is better than perfect” and the balancing act between creativity and the need for speed of execution.

She also debunks the “millennials only” myth surrounding Klarna’s demographic; “Klarna it” becoming a verb and their most recent out of home campaigns, using the slogan “no drama, just Klarna”.

They also talk about the super exciting things still to come in 2020 and beyond for Klarna including the reach of their card; their new app allowing US and Australian customers to shop with any retailer; and further international expansion for Klarna as a business and a brand.

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Follow us on Twitter: www.twitter.com/11fs where you can join the conversation, alternatively email podcasts@11fs.com!

May 26, 202037:28

Uber Money: Laser focus on the User ft. Sarah Frese

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 9 he speaks to Sarah Frese, Head of Global Product Marketing at Uber Money. Uber Money launched at America's largest fintech event, Money20/20 in Las Vegas last October, and Sarah talks us through its first six months since launch.

She explains the role of product marketing at Uber, where Uber Money sits in the global Uber strategy, and their laser focus on their end users. She tells us about understanding their market niche; the importance of their users, which allows them to test, iterate and learn what works best for them; and the value of adapting a global strategy to local markets - of which Uber has many.

She also tells us about Uber Money’s overall commitment to financial inclusion around the world, which is their long term strategy and goal.

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May 19, 202029:02

TransferWise: Product Marketers and the Customer Voice ft Tessa Pettman

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 8 Eric speaks to Tessa Pettman, Head of Product Marketing at TransferWise. Tessa explains the relatively new role of product marketer in the industry; their relationship with the product developers and the customers and the importance of making sure the customers’ voices are represented in the design. They are also local to the same region of the product being developed, giving them local market knowledge which gives them a competitive edge in an international market.

She tells Eric about TransferWise’s approach to marketing: ensuring they’re always human and transparent in their communications; the power of good copy; and making sure they’re always listening to their customers - as their fundamental aim is to help people understand the hidden fees behind what their banks are offering for international transfers.

They also talk about the super exciting things still to come in 2020 and beyond for TransferWise, including more product launches in Asia, giving them a foothold in a brand new market, and so much more.

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May 12, 202031:53

Starling: The challenges of an evolving brand identity ft. Rachael Pollard

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 7 he speaks to Rachael Pollard, Chief Growth Officer at Starling Bank. She tells Eric about Starling’s evolving brand identity, about the importance of discovering who they are, what they stand for and what they want to become in the future. They discuss the ways in which the fintech is working on growing its brand awareness, including their recent TV advertisements. Rachael talks about the learnings and challenges from the campaign and how it will evolve in the future.

She talks about the competition in the fintech space, and how it’s important for Starling to “run its own race” and to attract a different type of audience and community around their brand. She also talks about the emotional connection between customers and brands and how Starling wants to build that connection with their own customers.

Finally they discuss the future roadmap for Starling and the things they have lined up for 2020 and beyond.

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May 05, 202039:49

OakNorth: Value for Money in Marketing ft Valentina Kristensen

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 6 we get back to fintech as Eric speaks to Valentina Kristensen, Director of Growth and Comms at OakNorth. She tells us that, as the daughter of an entrepreneur, with a love for small businesses, OakNorth was the perfect fit for her, championing the growth of small businesses into well known chains across the UK and beyond. Valentina tells us about her experience at OakNorth from an agency secondment to leading the communications team as OakNorth hit its billion dollar valuation and began its US expansion.

OakNorth are famous for their lack of public facing marketing, and Valentina talks us through why that is; the importance for the business of return on investment and value for money in their marketing; and why for them quality is more important than quantity.

She and Eric dig deep into the importance of collaboration between sales and marketing teams to hone marketing messaging, to pitch to the right audience and to ultimately drive the growth of the business.

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Apr 28, 202043:24

Coronavirus and the Evolution of Marketing

Ordinarily this show follows Eric on a mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

However, given the situation in the world right now, it seemed only prudent that we discuss Covid-19 and the impact it’s having, not only on FS marketing but on marketing overall, both within financial services and without, as messaging, tone and approaches are evolving all the time.

To dig into this with us we have not one but three awesome guests to give us a varied perspective on this all-encompassing topic:

We have:

Alex Frean - Head of Corporate Affairs, Starling Bank
DuBose Cole - Head of Strategy, VaynerMedia
Lianna Brinded - Head of Yahoo Finance UK

Eric and our panel lift the lid on the biggest trends or changes in marketing that we’ve seen since the pandemic began. We look at what good campaigns and messaging look like at the moment; and on the flip-side, what bad looks like, both from within financial services and beyond, in the UK and around the world.

We also ask whether the reaction to the pandemic will change marketing and brands’ perceptions for a long time after it’s over?

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Apr 21, 202037:33

Lemonade: A fully transparent business model Ft. Yael Wissner-Levy

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 4 we pivot slightly into the world of insurtech as Eric speaks to Yael Wissner-Levy VP of Comms at Lemonade, the pioneering US insurtech that’s reinventing the world of insurance and what it means to consumers.

Yael tells Eric about Lemonade’s commitment to their mission of full transparency, social good and behavioural economics, which allows them to rethink the traditional insurance model and to build a community around their brand. This includes publishing all of their metrics, to donating any unclaimed policies to designated charities, as well as taking a stand on the big issues of the day, from coverage of firearms following the Las Vegas massacre, to climate change.

Lemonade are clearly not afraid to punch above their weight - something they demonstrate by taking on Deutsche Telekom - the German telecoms giant who tried to restrict their use of magenta in their branding, and utilised their community to back them up with #FreethePink.

Yael concludes by telling us about the future roadmap for Lemonade and their expansion into new products and geographies.

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Apr 14, 202035:48

Revolut: Risk-Taking Marketing ft. Chad West

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 3 Eric speaks to Global Director of Marketing and Comms at Revolut, Chad West, who outlines Revolut’s marketing playbook that helps them with their international expansion, but at the same giving them flexibility and adaptability for each market, and each new product they release, including crypto-currency, stock-trading and insurance.

He also talks about being incredibly passionate about data and data driven decision making, analysing each campaign and learning as you go - but also the value in taking some risks on campaigns in order to generate data. Even when campaigns don’t go to plan, the data and insights are still valuable and can allow you to learn and iterate.

He also tells Eric about his plans for Revolut to become a verb and some exclusive announcements around their new savings product and also the launch of Revolut Junior, just a few weeks ago.

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Apr 07, 202045:50

Xero: The Importance of Authenticity. ft. James Kyd

Eric Fulwiler continues his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

In episode 2, he speaks to James Kyd, Global CMO at Xero, the small business and technology platform and global leader of online accounting software, who tells Eric all about the importance of authenticity - in leadership, in communications and how that in turn influences the Xero brand, campaigns, and marketing messaging.

Alongside authenticity they also discuss the importance of embracing feedback loops, trust in your brand and organisation, and iterating on content to get the best results.

And of course we had to mention Xerocon, the innovative conference for cloud accounting leaders, which is now in three locations worldwide, and is reinventing perceptions of vendor conferences.

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If you enjoyed this episode, don't forget to subscribe and please leave a review

Mar 31, 202046:07

Monzo: The Power of Organic Growth ft. Tristan Thomas

Welcome to the very first episode of The Fintech Marketing Podcast where your host Eric Fulwiler is on a mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

We kick off with Monzo Bank, one of the leading brands in fintech both in the UK and worldwide.

Tristan Thomas, VP of Marketing at Monzo Bank tells Eric all about the importance of organic growth when they were first starting out; and how that evolved into a whole growth engine fuelled by word of mouth and an active community that still fuels them today; even as they expand into the US and have over 4 million customers.

Tristan tells Eric what worked for Monzo, what didn’t go so well and what the future holds for Monzo and their marketing plans in 2020, as well as what his sources of inspiration are as a financial services marketer.

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Mar 24, 202040:41

Trailer

We at 11:FS have gathered insights from the some of the world's leading marketers in Financial Services. Join Eric Fulwiler on his mission to learn how the world’s hottest fintech start-ups and most innovative financial service brands drive growth through modern-day marketing.

Subscribe now to get every episode as soon as it's released!

Feb 28, 202001:38