Marketing in financial services isn’t about playing it safe. It’s about thinking big — and then intelligently working within the guardrails.

In this episode of Funnel This, I’m joined by Toni Gregory, Brand and Content Lead at OpenPayd, to explore what marketing really looks like inside regulated industries.

Toni shares her experience from fintech brands including GoCardless and OpenPayd, and explains why compliance isn’t a blocker to creativity — and why seeing it that way can hold marketers back.

We talk about the importance of thinking creative first, peeling ideas back layer by layer, and treating legal and compliance as true partners rather than hurdles. Toni also shares practical advice on building long-term brand equity, using data responsibly, and measuring success when brand impact doesn’t show up overnight.

If you work in fintech, financial services or any regulated industry, this episode offers a grounded, honest look at how to stay bold without crossing the line.

In this episode, we cover:

-  Why compliance should be “baked in” — not bolted on at the end

- Thinking creative first, then refining ideas within regulatory guardrails

- Building brand voice and long-term trust without relying on hype

- Using storytelling and proof points together to strengthen credibility

- Measuring brand impact through visibility, consistency and momentum — not just quick wins.

Useful links:
Connect with Toni Gregory on Linkedin: https://www.linkedin.com/in/toni-gregory/
Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/