Fintech Marketing Podcast by 11:FS 4. Roundtable - What does it really take to build a finance brand?
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Jun 15, 2021 
Join Abba Newbery, CMO at Habito, Jasper Martens, CMO at PensionBee, and Will Jones, Head of Design at 11:FS as they explore what truly defines a finance brand. They discuss the delicate balance of building trust while avoiding corporate coldness. Hear about innovative campaigns that leverage humor and empathy, the idea of a 'minimum lovable brand,' and the art of navigating rebranding while keeping customer connections intact. The trio emphasizes the necessity of authenticity and a strong brand purpose in the competitive fintech landscape.
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Habito's Bold Mortgage Campaign
- Habito's Kama Sutra campaign broke traditional finance marketing rules by humorously addressing mortgage stress and lost intimacy.
- Customer research revealed one in five stopped having sex due to mortgage stress, inspiring authentic, empathetic marketing.
Emotions Drive Financial Decisions
- People make financial decisions more on emotions than pure rational facts, especially in pensions and mortgages.
- Focusing only on rational facts risks inertia and customers sticking with the status quo, avoiding action.
Why Banks Struggle With Boldness
- Big banks struggle with bold messaging due to diverse, global customer bases and cultural differences.
- Fintechs build trust through nimble, authentic responses to small problems, a challenge for large traditional banks.