The Fintech Marketing Lab

Araminta speaks with Mathieu Limousi, CMO at Thunes, about why fintechs underinvest in marketing until fundraising and why trust and education are central in payments. Mathieu explains Thunes’ content strategy across webinars, blogs, social posts, and press packages. They discuss using AI for topic discovery and data analysis with human oversight, taking control of the narrative, and measuring content via account-level consumption across 200+ touchpoints.

Key topics include:

• Why fintechs underinvest in marketing
• How thought leadership builds trust
• How one report fuels months of content
• How to measure complex content journeys

Useful links:

How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-report

Mathieu Limousi on LinkedIn: https://www.linkedin.com/in/mathieu-limousi/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - thought leadership videos and podcasts: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 intro

01:09 Episode Setup and Guest Intro

04:20 Baking in Austin Icebreaker

05:11 Why Fintechs Underinvest Marketing

08:49 Thunes Content Strategy Overview

11:12 Cornerstone Reports to Content Engine

13:40 Juniper Research Case Study

16:53 Trust Building and What Not to Do

21:59 Crisis Comms at Flutterwave

25:39 AI Workflows Measurement and Wrap

Targeting Enterprise? Here's What Needs to Change With Your Marketing | Pamela Velentzas - VP, Marketing at Spreedly

Araminta speaks with Pamela Velentzas, VP of Marketing at Spreedly, on how to go from SMB to enterprise. Pamela explains what enterprise requires, she describes budget moves away from paid search toward curated in-person experiences, partner-led events, ABM-style named account programs, and PR/analyst relations, with examples of what worked. They also discuss PR, ABM, LLM-driven research, Reddit and OpenAI ads testing, and a content pivot.

Key topics include:

• How to market fintechs to enterprises
• Why enterprise messaging must change
• Where to spend enterprise budgets
• How events build buyer relationships

Useful links:

How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-report

Find Pamela Valentzas on LinkedIn: https://ca.linkedin.com/in/pamelavelentzas

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - thought leadership videos and podcasts: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 intro

04:08 Messaging Must Shift

05:48 From Dev Talk to CFO Outcomes

08:50 Budget Reallocation for Enterprise

10:18 Events and ABM Experiences

14:19 SMB Pain Points vs Enterprise Outcomes

19:28 PR Stories That Drive Enterprise

24:23 Named Customers Proof

33:38 Enterprise Content Playbook

38:19 Reddit Strategy Explained

40:52 Enterprise Expansion Advice

Araminta speaks with Zak Ali from Finder, about what drives success in Fintech affiliate marketing and comparison-site partnerships. Zak explains why generic inbound pitches get ignored and why publishers take risks only when brands show proof (case studies, competitive rates, clear fit, and specific page placements). They discuss how offers and transparency affect clicks and conversions, when it makes sense to use affiliate networks like Impact for tracking and setup, and how AI overviews and LLMs are changing attribution and pushing partners to pay for visibility despite hard-to-prove ROI. Zak shares how Finder is building an owned audience. How Finder repurposes content across platforms in a “search everywhere” world, and how AI workflows and tools support content efforts.

Key topics include:

• How can fintechs get featured on Finder
• What mistakes to avoid in a fintech pitch
• When to use platforms vs networks
• Why LLM visibility is becoming a marketing priority

Useful links:

Find Zak Ali on LinkedIn: https://www.linkedin.com/in/zak-ali44

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - thought leadership videos and podcasts: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Intro

02:07 AI Shakes Affiliate Trust

04:24 Owned Audiences Win

07:36 Getting Featured on Finder

13:31 Attribution in the AI Era

18:03 Finder Content Waterfall

24:57 Winning LLM Visibility

31:21 Build Automation and Earn Trust

Araminta speaks with Gabrielle Bier, Content and Brand Marketing Lead at Parafin, on building a content strategy when the product is white-labeled and brand awareness is low despite Parafin reaching 20% of U.S. small businesses. Gabrielle explains focusing content on platform product leaders and executives by owning specific conversations like embedded capital and embedded lending, using proprietary SMB data and anonymized merchant stories to differentiate, and balancing technical posts with thought leadership. She shares her review process involving executives, sales, and compliance, and her SEO/AEO strategy. They also discuss distribution and evolving measurement from top-of-funnel to sales influence and attribution.

Key topics include:

• How to build awareness for a product that works behind the scenes
• Why building content for AEO first over SEO
• How to build a mini-committee with stakeholders outside marketing

Useful links:

Find Gabrielle Bier on LinkedIn: https://www.linkedin.com/in/gabriellebier/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - thought leadership videos and podcasts: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Intro

02:31 Switching Audiences

03:43 White Label Branding Challenge

05:22 Zero to One Content Strategy

10:28 Scaling Formats and Channels

20:40 Sales Enablement and Advocacy

26:00 Scaling Carefully With AI

26:29 Measuring Content Impact

30:39 AEO And LLM 

Araminta speaks with Megan Bowen, CEO of Refine Labs, about frameworks that help marketing teams gain leadership buy-in and reallocate budget toward activities that drive qualified pipeline and revenue. Megan explains Refine Labs' "split the funnel analysis," which tracks inbound leads through to closed-won revenue, highlighting why high-intent leads outperform lower-intent sources and why businesses should move beyond MQL-focused measurement. They discuss balancing investment across demand capture, brand awareness, and expansion, using better CRM tracking and metrics to demonstrate brand impact. Megan also shares insights into FinTech buying behaviour, the role of AI in marketing, and how to identify agencies that deliver measurable business results.

Key topics include:

• How to make the case for brand spend to the CFO
• How to figure out where your marketing sits on the maturity curve
• Where AI belongs in marketing 
• Why using it for strategy could cause issues

Useful links:

Find Megan Bowen on LinkedIn: https://www.linkedin.com/in/meganwhitebowen/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - thought leadership videos and podcasts: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Intro

02:26 Frameworks and Funnels

03:12 Split Funnel Explained

06:57 Low vs High Intent

09:49 Rebalancing the Budget

11:41 Proving Brand Impact

16:43 Fixing CRM and Tracking

18:55 Marketing Maturity Model

25:31 FinTech Buyer Insights

29:41 AI in Modern Marketing

38:42 Agencies in the AI Era

In this episode, Araminta speaks with Brian McCarty, a fintech product and marketing leader now at Lead Bank. They discuss keeping companies aligned on what their product does and expanding product marketing’s role beyond launches. McCarty explains how product marketers can influence roadmaps early by reviewing PRDs, tightening problem statements, and adding launch/comms sections, plus running internal enablement to avoid surprises. He shares his one-page “messaging house” to standardize positioning across teams and channels, and some of his winning Money2020 plays. He also covers using AI thoughtfully while preserving writing skills.

Key topics include:

• How to get an entire company on the same page
• How to get product marketing into the global roadmap
• How to maximize big events
• How to use AI without losing writing skills

Useful links:

Find Bryan McCarty on LinkedIn: https://www.linkedin.com/in/bryanmccarty/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - thought leadership videos and podcasts: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Intro

03:45 T-Shaped Marketer Mindset

05:56 Influencing The Product Roadmap

08:07 PMM Role Across Build Launch Learn

13:40 Internal Enablement Before Launch

15:05 Remote Rituals To Stay Aligned

20:15 Using AI Without Losing Skill

25:03 Messaging House Framework

28:30 Content For Two Audiences

37:19 Memorable Moments Strategy

40:33 Consistency For AI Discovery

In this episode, Araminta interviews Zach Dioneda, VP of Brand Marketing at Public, discusses how the multi-asset investing platform deliberately rebranded to look more mature, shifting its competitive set from neo-brokers to legacy firms like Schwab and Fidelity by positioning Public as a serious, premium, digital-first investing platform. He explains how years of product expansion since 2022 set the stage for the early-2025 rollout, and how marketing supports longer consideration cycles with a trust-building mix of placements while avoiding incentives that can cheapen the brand. Dioneda also describes engaging younger audiences through authentic online presence, including active Reddit participation by Public leaders.

Key topics include:

1. Why Public repositioned against Schwab and Fidelity instead of the other newer brokers
2. How they build trust across a longer buyer cycle 
3. Why they're careful with the incentives of growth hacks that can cheapen a brand  
4. How they made a TV ad almost entirely with AI

Useful links:

Find Zach Dioneda on LinkedIn:https://www.linkedin.com/in/zach-dioneda-36b6989/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Intro

00:38 Meet Zach at Public.com

02:06 Rebrand Goals and Speed

03:06 Threading Trust and Innovation

05:54 From Social App to Platform

07:34 Tipping Point End of 2024

09:18 Who Public Is For

12:48 Marketing Shift and Media Mix

15:50 Trust Building and Incentives

20:34 Gen Z Credibility Signals

26:21 AI Products Generated Assets

33:35 AI Marketing and Staying Close

In this episode, Araminta interviews Rachel Verrill, about designing conference booths and successful events. Rachel shares common booth mistakes and some unusual tactics. She explains her process for vetting vendors, when to use booth design agencies, and designing around demo needs. She shares tips for side events, and how to mobilize your team to make sure that all their initiatives contribute to the pipeline.

Key topics include:

1.  Why you shouldn’t care that much about foot traffic
2. Why your BDRs are the most underrated people you can bring to an event. 
3. How she ties every event decision back to pipeline
4. How to build your event playbook

Useful links:

Find Rachel Verrill on LinkedIn: https://www.linkedin.com/in/rachel-verrill/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 Introducing Rachel Verrill - Field marketing manager

02:37 All about booths and events

10:18 Vendors And Agencies

17:27 Choosing A Booth Theme

25:43 Color Coding VIP Targets

31:28 Side Events That Work

39:37 Hosting Sporting Suite Events

42:31 Events As Product Signal

43:13 Closing Thoughts And Gratitude

Araminta interviews Paul Staite and James Hayward at Primer, a unified infrastructure platform for global payments and commerce. They explain why traditional SaaS marketing playbooks often fail in payments due to long sales cycles, hard-to-demo “background” products, extreme regional and vertical nuance, global-first targeting, multiple personas, and buyers for whom payments is only part of the job. Primer’s lean team succeeds through executive buy-in, data-driven prioritization, tight cross-functional collaboration, and clear goals, while using both quantitative and qualitative attribution signals. Paul describes the “GTM engineer” role and using automation/AI and Clay to surface intent signals into Slack; James shares AI workflows for tone-of-voice consistency. They also discuss Primer’s ungated Payment Pioneers research series and highlight key “first tools” like robust website forms.

Key topics include:

1.  Why traditional marketing playbooks don't really work in payments
2. What’s a go-to market engineer 
3. How Primer operate as a lean, high performing marketing team 

Useful links:

Find Paul Staite on LinkedIn: https://www.linkedin.com/in/paulstaite/

Find James Hayward on LinkedIn: https://www.linkedin.com/in/james-h-92178975/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

0:00 Why FinTech Content Matters

01:31 Meet Primer Marketing Leaders

02:59 Why Payments Is Hard To Market

05:44 Global ICP And Persona Complexity

10:13 ROI Proof And Data Gaps

16:31 Building A Content Culture

27:06 What Is GTM Engineering

32:45 Content Team AI Workflows

39:45 Payment Pioneers Research

45:03 Tool Picks And Wrap Up

Tom Rudnai from Demand Genius and Araminta discuss why content is often not viewed as a revenue driver due to attribution challenges, despite its broad impact across the funnel, the rising pressure to make content measurable as AI makes creation easier, the need for “information gain” (tiered from reframing to empirical and conceptual novelty), how AI reshapes discovery and AEO beyond an SEO lens, and why citations appear mostly at conversion-stage prompts. They also cover using content to accelerate deal velocity, enabling sales distribution by removing friction and embedding content into workflows, and how Demand Genius connects web engagement to CRM data to measure content’s pipeline impact.

Key topics include:

1. Why most content fails to drive revenue
2. What information gain really means in the AI era 
3. How AI is reshaping content discovery
4. How to use content to support sales conversations and actually accelerate deal velocity

Useful links:

Find Tom Rudnai on LinkedIn: https://www.linkedin.com/in/tom-rudnai-0539b6151/

Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ 

Mint Studios website: https://www.mintcopywritingstudios.com/

For show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast

This episode was produced by Orama - a video and podcast studio for B2B Fintechs.: 

https://orama.tv/

About Araminta Robertson:

Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.

About Fintech Marketing Lab

Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.

Timestamps:

00:00 FinTech Content Ebook

01:13 Ebook Launch Details

01:49 Episode Setup Tom Ruay

03:12 Podcast Intro

03:41 Content Attribution Problem

07:55 Information Gain Framework

10:07 Creating Tier Two Content

13:39 Tier Examples And Distribution

15:50 AEO Beyond SEO Lens

18:09 Demand Genius POV

22:24 Bottom Funnel Debate

25:10 Balancing Trackable Impact

36:49 Dark AI Explained

40:19 Future of Content