946. Insights: How to market a fintech product

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Mar 20, 2025

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ADVICE

Early Marketing-Product Alignment

Collaborate closely with product teams through formal rituals and casual conversations to align marketing and product roadmaps.
Use prioritization frameworks like P1, P2, P3 to effectively allocate marketing efforts and avoid overwhelming customers.

ANECDOTE

Beta Launch Through Community

Monzo successfully launched betas by engaging communities early on through events and forums.
Plum uses CRM for beta testing, combining waitlists and customer feedback to refine product positioning.

INSIGHT

Trust Fuels Growth

Trust drives fintech product adoption more than large-scale advertising.
Active referral programs, like Trade Republic's, can double a user base effectively.

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For those listening in GCC and Turkey, this episode is sponsored by XM. Trade Gold And Get Cashback Now: https://www.xmarabia.net/gw.php?gid=250446

About this podcast

On a recent episode of Fintech Insider, we sat down with a panel of product experts to explore how to build and launch a product.

But launching is only half the battle. How do you drive awareness and bring customers into your ecosystem? And once they’re in, how do you keep them engaged?

In this episode, host Laura Watkins is joined by a great panel to break down the fintech marketing playbook - what’s working, what’s not, and what banks can learn from the challengers reshaping the industry.

And here’s the twist: as fintechs scale, navigate regulation, and expand their offerings, they might just have something to learn from the banks too.

This week's guests

Bryan McCarty - Head of Product and Product Marketing at Orum.io
Jack Cully - Head of Brand and Product Marketing at Plum
Louis Debatte - VP of Product Marketing at Adyen

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About Fintech Insider:

Fintech Insider by 11:FS is a bi-weekly podcast dedicated to all things finance, banking, technology, and financial services.

Our expert hosts, with real industry experience, are joined by the biggest decision-makers, VCs, and reporters from across financial services including guests from Visa, Nubank, M-Pesa, Starling, and JP Morgan Chase to discuss the latest news, developments, and trends within the industry.

Our weekly news show drops every Monday and tackles the biggest news stories, from acquisitions and launches, to regulatory changes and innovation. Then, every Thursday our Insights show dives deeper into the hottest topics shaping the industry like web3 and BNPL.

Whether you’re already immersed in the world of financial services, or just keen to learn more, this is the #1 podcast for you.

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