In this episode of Branded, host Jackson Carpenter sits down with Brett Billick, CMO of Self Financial — the FinTech brand helping millions of Americans build credit, save money, and gain financial independence.
Brett unpacks how Self Financial carved out space in a crowded, often predatory industry — not with flash or gimmicks, but with discipline, transparency, and a deep understanding of their underserved audience.
We dive into:

• Why “unit economics” are everything — and how they built a brand around it
• The smartest ways to build trust with skeptical customers
• How to out-market giants without blowing your budget
• The danger of building features before product-market fit
• Why brand loyalty starts long before a flashy ad campaign

Whether you're a CMO, startup founder, or just obsessed with brand strategy — this one’s a masterclass in doing more with less, staying mission-driven, and actually helping people.