The Fintech Marketers and Leaders Podcast

Send us a textDirect indexing. Tax-loss harvesting. Capital gains strategy. Sounds niche, right? Not anymore.In this episode, Amberly Jones, Head of Growth at Frec, breaks down how they’re making a traditionally exclusive wealth strategy—direct indexing—accessible to a wider audience. From tackling financial education to layering in a light-touch sales team (yep, in a FinTech!), Amberly shares how her team is building trust, scaling sustainably, and carving out a space in a seriously crowded market.👉 If you’re into product-led growth, niche go-to-market strategies, or just love a good “fintech underdog story,” this one’s for you.Key Takeaways:Direct indexing is having a moment — and Frec’s bringing it straight to consumers (no advisors required).Financial education is baked into Frec’s growth strategy, with whitepapers, deep content, and a long game mindset.Paid ads didn’t work — but borrowed trust did. Communities, influencers, and smart partnerships have been key levers.Not every growth team adds a sales layer. Frec did. And it's been a game-changer for conversion and customer confidence.Frec’s product roadmap = more control for investors. From flexible portfolio allocations to long/short strategies, it’s all about giving users more power.Knowing your ICP isn’t enough. Frec is laser-focused on verticals like doctors, lawyers, and tech pros who match both persona + portfolio.Talking Points:- Making Direct Indexing Actually Work for Real PeopleAmberly breaks down how Frec is removing the typical barriers—like high fees and advisor-only access—to give more people access to a strategy that used to be locked behind a private banker’s desk.“Even my high-net-worth friends didn’t know what direct indexing was. That’s when I knew education had to be central.”- Education First, Ads SecondWhen performance marketing flopped, Frec doubled down on in-depth content:WhitepapersWebinarsDeep dives on capital gains strategyShort-form ads couldn’t explain the product — so Frec ditched them (for now) and leaned into channels that could.- Borrowed Trust = Smart GTMFrec’s growth isn’t happening in isolation. Instead, they’re tapping into communities and influencers who already have credibility with their target audience. Think:Reddit subcommunitiesVerticals like “Finance for Physicians”Professionals talking to professionals“We’re not just building brand trust. We’re borrowing it, where it already exists.”- Yes, They Added a Sales Layer — and It WorksIn an industry obsessed with product-led growth, Frec went the other way. They introduced a human layer to help users fund accounts and navigate the complexity.“It’s not pushy. It’s educational. And it’s doubled our conversions.”- What’s New on the Product FrontPortfolio allocation toolsTreasury yield and margin loan productsLong/short indexing (coming soon)Considering crypto tax strategies “Everything we build puts more control back in the hands of the investor.”HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Don't forget to subscribe to The Fintech Marketers and Leaders podcast so you never miss an episode!Subscribe here:👉Website👉YouTube👉 Email: hello@growthgorilla.co.uk

Send us a textIn this episode, we sit down with Luke Ladyman, the COO & Co-Founder of Cheddar, to unpack the pivotal shifts, challenges, and innovative strategies behind building a successful FinTech startup.Originally launched as a peer-to-peer payments platform, Cheddar has evolved into a loyalty and rewards platform focused on financial inclusion. Luke takes us through the strategic pivots, data-driven growth tactics, and partnership strategies that helped scale the company to over 100,000 users.Join them as they cover topics such as:✅ Navigating product pivots based on user feedback✅ Using data-driven marketing and iterative learning✅ Building strategic brand partnerships from startups to major retailers✅ Overcoming open banking adoption challenges✅ Driving loyalty and retention through hyper-personalization✅ The role of AI and future innovations in financial inclusionIf you're in FinTech, growth, or product development, this episode is a must-listen!HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Don't forget to subscribe to The Fintech Marketers and Leaders podcast so you never miss an episode!Subscribe here:👉Website👉YouTube👉 Email: hello@growthgorilla.co.ukAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textIn this episode of The Fintech Marketers and Leaders podcast, we sit down with Imo Bábics, a fintech marketing veteran with over 15 years of experience, to discuss how to grow a fintech brand in the highly competitive and ever-evolving crypto space. From leading global marketing efforts for brands like Xbox, PlayStation, and EA to spearheading growth at Bitpanda and Relai, Imo shares his expertise on navigating market volatility, leveraging organic marketing, and building trust in a skeptical industry.Marketing a fintech brand in the crypto space comes with unique challenges, especially with limited access to traditional paid advertising channels. In this episode, Imo shares valuable insights on how to build brand credibility, leverage organic marketing strategies, and adapt to evolving market conditions. Join them as they cover topics such as:How to drive demand in turbulent markets like cryptoBuilding a fintech brand with limited paid marketingThe power of organic growth, SEO, and community-driven marketingLessons from Bitpanda and transitioning to a Bitcoin-only strategyThe role of influencers in fintech and crypto marketingExpanding across Europe under new regulationsFintech Marketing Secrets from Imo Bábics:Navigating Market Volatility & Growth StrategiesMarket turmoil, such as the FTX crash and banking collapses, has actually fueled Bitcoin adoption, as users seek self-custodial solutions. Imo explains how financial uncertainty has reinforced the need for Bitcoin-focused platforms and why inbound marketing and community trust are essential for fintech growth.Fintech & Crypto Marketing StrategiesRegulatory challenges in Europe restrict many traditional marketing tactics for crypto companies, making organic marketing, SEO, and influencer partnerships critical. Imo shares how Relai carefully selects Bitcoin-only advocates who align with their brand values and why the marketing approach for Bitcoin differs significantly from altcoins.Lessons from Bitpanda & Adapting to Bitcoin-Only GrowthThe fintech and crypto landscape has evolved from speculative trading to a more stable, long-term saving mindset. Imo highlights the key differences between traders and Bitcoin savers and explains how fintech brands must build trust and credibility to thrive in this space.Successful Campaigns & Marketing WinsBrand personality plays a crucial role in fintech success. Imo shares how Relai prioritizes community engagement over traditional advertising and how user surveys have provided valuable insights into why customers choose Bitcoin as their primary savings asset.HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Don't forget to subscribe to The Fintech Marketers and Leaders podcast so you never miss an episode!Subscribe here:👉Website👉YouTube👉 Email: hello@growthgorilla.co.ukAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textShameer sat down with Leah Glass,  VP of Global Marketing @ Convera, to talk about how to navigate a rebrand.Before becoming Convera, the company was part of Western Union Business Solutions, a lesser-known division dedicated to b2b payments.Leah was first introduced to payments and fintech in her prior role at Amazon. At Convera, she leads a cross-functional marketing team that drives growth, customer engagement, and competitive differentiation.She oversees lead generation, sales enablement, customer retention, integrated campaigns, and product marketing, ensuring alignment with business goals and customer needs.Join them as they cover topics such as:The challenges and opportunities of rebranding Establishing a solid brand foundationMaintaining consistency in messagingThe importance of having a credible website experience,Leveraging LinkedIn as the primary social media channel, Maintaining authenticity and transparency in B2B marketing.Leah says:“You're never going to know 100% if your messaging resonates with your audience before you go to market.”HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Don't forget to subscribe to The Fintech Marketers and Leaders podcast so you never miss an episode!Subscribe here:👉 Website👉 YouTube👉 Email: hello@growthgorilla.co.ukAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textValentina Kristensen, Corporate Affairs Director at OakNorth, talked about the value of communications in driving business growth in fintech.OakNorth was founded by entrepreneurs for entrepreneurs who had bad experiences trying to secure a loan for their company. The company has lent over 10 billion pounds to businesses across the UK and a variety of sectors.At OakNorth, Valentina oversees external and internal communications, events, content, ESG/sustainability and helps set the strategic direction for stakeholder engagement globally.Cool fact: Valentina was named the Standout 35 of Innovate Finance’s Women in Fintech Powerlist in 2018.Valentina and Shameer cover topics such as:Understanding the value of comms and PRThe importance of adapting to industry changesLeveraging communications to drive business growthCustomer advocacy and referralsHaving a strong narrative, product market fit, and consistent messaging across all channels and teamsAnd a lot more.Valentina says:“Make sure you create a fantastic customer experience. You want people to shout about you rather than at you.”Don't forget to subscribe to The Fintech Marketers and Leaders podcast so you never miss an episode!HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Subscribe here:WebsiteYouTubeAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textIan Roberts, Marketing Director, Direct Acquisition at Vitality, talked about campaign evolution and the importance of embracing change.A customer-led, commercially astute leader with over 25 years in financial services marketing — creating and delivering marketing strategies, propositions, and campaigns — he oversees all direct-to-consumer and direct-to-business acquisitions at Vitality. He previously worked for names like Aviva and Lloyds Banking. With more than a million members, Vitality helps people live longer, healthier and financially secure lives, offering health insurance, life insurance and investments. Join Ian and Shameer as they cover topics such as:Changing your messaging to something new and differentApproaching difficult board conversationsPlanning your media buyingThe importance of data in decision-makingThe balance between being data and creative leadIan’s advice for driving growthStaying true to your purposeIan says:“Without purpose, your brand is at risk of being scattergun.”Don't forget to subscribe to The Fintech Marketers and Leaders podcast so you never miss an episode!HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Subscribe here:WebsiteYouTube👉 Email: hello@growthgorilla.co.ukAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textWe had Chris Franklin, VibePay's CMO, talk about how this fintech builds products with the end user in mind.Fresh-faced in the FinTech space, Chris has a background in retail management. Tired of the 16-hour workday schedule, Chris took six months off to backpack in Asia and Australia and returned with a desire to get into Marketing. He got a Creative Writing degree and worked through the ranks at British Gas for six years, including two more as the Head of Marketing of the British Triathlon Federation.Chris joined VibePay as CMO five months ago — a pay-by-bank payment platform born out of the ashes of the COVID crisis. It offers instant, free A2A payments to people and businesses, helping them avoid traditional payment rails, which come with high fees and delays.Tune in to learn more about:How to simplify the complex for your audienceSimilarities between sports marketing and fintechBuilding customer trust in fintechEducating your customers about your product valueCreating noise as a challenger brandWhat it means to be truly disruptiveLeveraging customer insights and researchBuilding products that are beneficial to the end userAnd a lot more.Chris says:"Make your marketing something people can buy into.”HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Subscribe here:WebsiteYouTube👉 Email: hello@growthgorilla.co.ukAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textWe had the lovely Loïs Mills, Senior Content Lead at Yonder, chat about the role of content marketing in today’s day and age.Loïs tried the corporate and entrepreneurship life before making her way into the startup life, which she calls “not the straightforward journey.” Currently the Senior Content Lead at Yonder, she aspires to establish the brand as more than just a credit card product and to give it life.Yonder is the credit card for modern explorers, on a mission to improve people's relationship with credit.Join them as they cover topics such as:Can you still gain followers without producing social content?Building community in fintechHow to measure the impact of your content marketing effortsThe beauty of working at a startupCreating emotion through contentHow to draw eyeballs on your contentThe wrong approach to producing contentBuilding trust in fintech and financial servicesLoïs says:~“People choose you because you've created some sort of emotion in them.”~HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Subscribe here:WebsiteYouTube👉 Email: hello@growthgorilla.co.ukAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textToni Gregory, Head of Content Marketing at GoCardless, shared some inspiring insights on crafting authentic brand narratives. Toni’s career has been blooming at GoCardless. She rose from Content Marketing Manager to Head of Content Marketing and is currently ensuring all content marketers are aligned while overseeing the brand strategy.Toni’s also leading GoCardless’ event series supporting Women in Tech.GoCardless helps over 75,000 businesses make and collect payments worldwide and is on a mission to become the world's biggest bank payment network. Toni’s also leading their event series supporting Women in Tech.Tune in to learn more about:How to maintain a consistent brand voice across all content Effective channels for content distributionThe role authenticity plays in content creation for fintechsHow fintechs can remain genuine and relatableBrand and tone of voice guidelinesHow to turn customer research into compelling brand storiesHow to build successful brands with mundane offeringHow can we keep pace with changing consumer behaviours And a lot more.Toni says:“Planning matters. It’s all about the prep work, the brief you put together, the questions you think of ahead of time.”HELP US OUT!Help us reach new listeners and bring on your favourite guests by rating and reviewing The Fintech Marketers and Leaders Podcast here. We appreciate you.Subscribe here:👉Website👉YouTube👉 Email: hello@growthgorilla.co.ukAbout the showThe Fintech Marketers and Leaders Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “The Fintech Marketers and Leaders Podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.

Send us a textIshita Sinha, Senior Growth Marketing Manager at Upgrade, Inc., shared her user acquisition secrets for scaling fintech products and achieving growth.Before moving to FinTech, Ishita was in EdTech, teaching Google Ads for Beginners at the Coursera Project Network, where she reached 110K+ learners.A marketer with deep consumer empathy and strong analytical thinking skills, she oversees all paid media marketing activity at Upgrade Inc., including paid search, paid social display advertising, and app and video advertising.Upgrade Inc. is a US-based FinTech company that offers a full range of credit and banking services.Tune in to learn more about:Keeping up with fintech and marketing industry trends Trying out Tik-Tok for the first timeThe compliance factor in influencer marketingMessaging and creativity on Meta and in-appA/B testing and constantly trying to improveAnd a lot more.Ishita says:“One of the things I have found crucial for creative development is the partnership between the marketing team and the creative team.”Subscribe here:👉www.thefmlpodcast.com👉 Email: hello@growthgorilla.co.ukAnd connect with Ishita here:👉 LinkedInAbout the showThe FML Podcast is brought to you by Growth Gorilla. To find out how our marketing experts can boost your fintech’s growth, head to “growthgorilla.co.uk”. And make sure to search for “the fml podcast” in Apple Podcasts, Spotify, or anywhere else podcasts are found. Don’t forget to click follow to ensure you don’t miss any future episodes. On behalf of the team here at Growth Gorilla, thanks for listening.