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Revenue-based financing. Embedded capital. Two sides of the same fintech coin—but scaling one is way harder than building the other.

In this episode, Amy Loh breaks down how Pipe navigated a major product pivot without losing its mission, voice, or growth momentum. From her time building verticalised marketing engines at Square to scaling a lean team at Pipe, Amy shares how to make your marketing work smarter—especially when you're not the one pressing send.

If you’re growing a fintech inside a fintech (B2B2B marketers, we’re looking at you), this one’s a must-listen.

Key Takeaways

• Pivot ≠ identity crisis.
   Pipe moved from direct lending to embedded finance—but the mission stayed the same: empower SMBs with accessible capital. Amy shares how that North Star keeps the brand tight, even as the model shifts.
  
  
• You’re not just B2B—you’re B2B2B.
   Pipe sells to platforms, but serves SMBs. That means building trust on both sides of the chain—and tailoring value props to each.
  
  
• Your partners are your marketing channel.
   With no direct user contact, Pipe depends on platforms to deliver offers and drive awareness. Amy explains how they make co-marketing work (and where it gets tricky).
  
  
• Great content starts with real conversations.
   Monthly call-listening sessions give the Pipe team unfiltered insight from support and sales. That’s where the best ideas (and campaign angles) start.
  
  
• LinkedIn is the MVP.
   For high-value ABM and thought leadership, Pipe leans hard into LinkedIn—and tailors messaging for every role in the decision-making chain.
  
  
• Events are back—and better than ever.
   From curated fireside chats to post-event content playbooks, Amy shares how they’re turning in-person moments into long-tail marketing wins.
  
  
• AI is a force multiplier—not a shortcut.
   From faster research to stronger insights, Amy’s betting on AI to 10x her team’s output—not replace it.
  
  

Key Points

- Building a Brand Through a Pivot

Pipe’s business changed—but its purpose didn’t. Amy shares how to reposition a fintech without losing your soul.

- Marketing Through a Partner’s CRM

Amy pulls back the curtain on the operational (and emotional) challenges of running lifecycle campaigns through partner platforms.

- Why Events Still Matter

Pipe’s content flywheel starts with IRL experiences. Here’s how they turn one night into months of marketing ammo.

“Offline events create the moments—our job is to scale them.”

- The Square Effect

From hair salons to hardware stores, Amy helped Square crack vertical marketing at scale. Now she’s bringing that same depth of customer understanding to Pipe’s channel strategy.

“How capital is used is universal—but how it’s perceived? That’s deeply local.”

- Making ABM Actually Work

Pipe’s ABM strategy goes deep, not wide. Amy walks through how her team runs high-impact campaigns on a limited budget—with help from sales.

“It’s not about attribution. It’s about account engagement, signals, and meeting readiness.”

- AI’s Real Role

Spoiler: It’s not writing all your ads. Amy shares where her team actually gets value from AI today—and what they’re still doing the human way.

“AI won’t kill creativity. It expands it.”

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Brand or performance? AI or human? Scale fast or build trust?

Martin Kennington has been on both sides of the fintech marketing jungle—from scrappy startup content campaigns to boardroom brand pitches. Now at Cynergy Bank, he’s helping lead the charge as they scale into the mid-market without losing their identity.

In this episode, Martin shares what it really takes to grow a fintech brand today—breaking down where marketers should push, pull, pivot, and stay put.

If you care about marketing that delivers, brand that connects, and growth that doesn’t sacrifice trust—this one’s for you.

Key Takeaways

• Scaling a bank? Start by knowing your edge. Cynergy Bank carved a space in the underserved mid-market, where big banks are too slow and neobanks don’t go deep enough.
  
  
• Marketing isn’t just ads. It’s relationships. Whether you’re using AI, building brand equity, or PR’ing your next launch—trust is still your best growth lever.
  
  
• The old playbook won’t cut it. TikTok, FinTok, influencers, PR, SEO—today’s fintech marketers need to be everywhere, fast.
  
  
• Brand ≠ logo. It’s how you show up across every touchpoint. And if your whole team can’t write 100 words about what your brand stands for? You’ve got a problem.
  
  
• Performance marketing gets you volume. Brand marketing gets you value. The best fintechs balance both.
  
  
• PR doesn’t just build buzz. Done right, it builds backlinks, credibility, SEO juice—and drives long-term conversion.
  
  
• AI won’t replace marketers. But it should replace busywork. Research, data analysis, and insight generation? That’s where AI earns its spot.
  
  

Talking Points

- Scaling without Losing Yourself

Martin explains how Cynergy Bank is growing fast—without losing the human-first approach that sets them apart.

“You can’t just turn the AI dial to max and expect customers to stick around. They still want a person on the other end.”

- Rebalancing Brand vs Performance

Most fintechs over-index on performance. Martin made the call to invest more in brand—and it paid off.

“You can’t just pick apples off the floor forever. At some point, you’ve got to plant trees.”

- Selling Brand to the Board

Brand budgets aren’t fluffy—if you pitch them right. Martin shares how he won internal buy-in by showing value, backing it with data, and proving ROI.

- AI’s Role in Marketing (and What It’s Not)

AI’s not a silver bullet—but it’s a damn good time-saver. Martin breaks down where it’s helping (data, insight) and where it still falls short (creative intuition).

- From Traditional to Tactical

With backgrounds in games, luxury car finance, and fintech lending, Martin’s seen how far the industry’s come—and where it’s still stuck.

“Fintech isn’t behind anymore—but some brands still act like they are.”

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About the show

The 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

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Direct 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 People

Amberly 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 Second

When performance marketing flopped, Frec doubled down on in-depth content:

• Whitepapers
• Webinars
• Deep dives on capital gains strategy

Short-form ads couldn’t explain the product — so Frec ditched them (for now) and leaned into channels that could.

- Borrowed Trust = Smart GTM

Frec’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 subcommunities
• Verticals 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 Works

In 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 Front

• Portfolio allocation tools
• Treasury yield and margin loan products
• Long/short indexing (coming soon)
• Considering crypto tax strategies 

“Everything we build puts more control back in the hands of the investor.”

HELP US OUT!

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In 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 inclusion

If 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: [email protected]

About the show

The 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.

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In 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 crypto
• Building a fintech brand with limited paid marketing
• The power of organic growth, SEO, and community-driven marketing
• Lessons from Bitpanda and transitioning to a Bitcoin-only strategy
• The role of influencers in fintech and crypto marketing
• Expanding across Europe under new regulations

Fintech Marketing Secrets from Imo Bábics:

Navigating Market Volatility & Growth Strategies

Market 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 Strategies

Regulatory 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 Growth

The 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 Wins

Brand 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: [email protected]

About the show

The 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.

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Shameer 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 foundation
• Maintaining consistency in messaging
• The 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: [email protected]

About the show

The 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.

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Valentina 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 PR
• The importance of adapting to industry changes
• Leveraging communications to drive business growth
• Customer advocacy and referrals
• Having a strong narrative, product market fit, and consistent messaging across all channels and teams

And 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:

Website

YouTube

About the show

The 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.

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Ian 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 different
• Approaching difficult board conversations
• Planning your media buying
• The importance of data in decision-making
• The balance between being data and creative lead
• Ian’s advice for driving growth
• Staying true to your purpose

Ian 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:
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YouTube

👉 Email: [email protected]

About the show

The 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.

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We 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 audience
• Similarities between sports marketing and fintech
• Building customer trust in fintech
• Educating your customers about your product value
• Creating noise as a challenger brand
• What it means to be truly disruptive
• Leveraging customer insights and research
• Building products that are beneficial to the end user

And 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:
Website
YouTube

👉 Email: [email protected]

About the show

The 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.

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We 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 fintech
• How to measure the impact of your content marketing efforts
• The beauty of working at a startup
• Creating emotion through content
• How to draw eyeballs on your content
• The wrong approach to producing content
• Building trust in fintech and financial services

Loïs 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:
Website
YouTube

👉 Email: [email protected]

About the show

The 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.