The Fintech Marketing Lab

At Money 20/20, Araminta discussed AI search/LLMs with Mathieu Limousi (CMO, Thunes), Aimée Cole (Head of Marketing, ClearBank), and Jessica Kendall (Head of Content & Comms, Spinwheel). They cover the growth of AI-driven discovery, web-traffic declines, and a shift where traffic may drop while pipeline stays strong, making visibility and consideration more important than clicks. Tactics discussed include consistent messaging, intent-led product pages, FAQs, thought leadership and original research, strong PR/third-party validation, documentation/help-center improvements, and cross-team collaboration; they call out overrated approaches and have some warning against writing only for robots.Key topics include:How AI search drives discoverHow to choose which prompts to trackWhy LLMs care more about relevance than authorityHow to spot content gapsUseful links:How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-reportMathieu Limousi on LinkedIn: https://www.linkedin.com/in/mathieu-limousi/Jessica Kendall on LinkedIn: https://www.linkedin.com/in/jesslkendall/Aimée Cole on LinkedIn: https://www.linkedin.com/in/aimeecole1/Araminta Robertson 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/podcastThis episode was produced by Orama - thought leadership videos and podcasts: https://orama.tv/About Araminta RobertsonAraminta 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 LabFintech 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 Introductions03:23 When AI Search Hit Pipeline05:37 Traffic Drops and New Metrics07:25 B2B Cycles and Tracking Prompts11:51 Winning LLM Visibility With Content19:38 Testing Messaging With LLMs20:15 Targeting The Right ICP21:49 Quality Over Content Volume23:32 Docs And Help Center Visibility26:10 Team Ownership And Final Takeaways

Araminta speaks with Joel Gaudeul, VP Marketing at Swan, to discuss how FinTech marketing teams should evolve by 2026 as AI deepens silos and challenges specialist-heavy org charts. Joel describes Swan’s team across growth/demand, brand and content/PR, product marketing, and field marketing, including supporting customers’ go-to-market in different countries. He argues product marketing is the most underrated and highlights social media as a senior strategic function. Joel suggests the next key hire is an AI “owner”. He questions prioritizing SEO, and outlines hiring for soft skills and AI skills.Key topics include:Who should be the first hire in the marketing teamHow to hire in the age of AIWhere to draw the line with AI content creationUseful links:How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-reportJoel Gaudeul on LinkedIn: :https://www.linkedin.com/in/joelgaudeul/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/podcastThis 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 LabFintech 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 Intro02:50 Marketing Versus Sales Culture05:53 Swan Marketing Org Chart07:54 Underrated Roles PMM Social09:47 First Hires AI Shift13:22 Making Case For PMM15:34 Hiring An AI Owner20:08 AI Content Review Agents24:22 Rethinking SEO and Paid26:29 Channel Fit and Priorities31:03 Marketing in Two Week Sprints37:12 AI Pressure and Team Structure

Araminta speaks with Nadia Bovy, Senior Content Marketing Manager at Taktile, about how content supports category creation around “agentic decisioning,” builds credibility, and makes a brand memorable. Nadia explains Taktile’s four-week Series C campaign, including a 52-second video featuring real New Yorkers that generated over 2 million LinkedIn impressions. They discuss partnering with trusted organisations, using peer interviews to educate prospects, supporting the full funnel, taking a cautious approach to AI, and measuring content’s impact on brand. Key topics include:How Taktile makes funding announcements memorableWhy trusted content partnerships build credibilityBrand campaignsHow to measure the impact of contentUseful links:How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-reportNadia Bovy on LinkedIn: https://www.linkedin.com/in/nadia-bovy-2abb92105/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/podcastThis 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 LabFintech 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 Intro03:06 Creative concepts07:09 Content Role At Taktile13:16 Partnering For Credibility22:04 Sales Enablement And Production25:51 AI Tools Measurement And Wrap

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 marketingHow thought leadership builds trustHow one report fuels months of contentHow to measure complex content journeysUseful links:How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-reportMathieu 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/podcastThis 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 LabFintech 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 intro01:09 Episode Setup and Guest Intro04:20 Baking in Austin Icebreaker05:11 Why Fintechs Underinvest Marketing08:49 Thunes Content Strategy Overview11:12 Cornerstone Reports to Content Engine13:40 Juniper Research Case Study16:53 Trust Building and What Not to Do21:59 Crisis Comms at Flutterwave25:39 AI Workflows Measurement and Wrap

Targeting Enterprise? Here's What Needs to Change With Your Marketing | Pamela Velentzas - VP, Marketing at SpreedlyAraminta 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 enterprisesWhy enterprise messaging must changeWhere to spend enterprise budgetsHow events build buyer relationshipsUseful links:How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-reportFind Pamela Valentzas on LinkedIn: https://ca.linkedin.com/in/pamelavelentzasFind 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/podcastThis 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 LabFintech 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 intro04:08 Messaging Must Shift05:48 From Dev Talk to CFO Outcomes08:50 Budget Reallocation for Enterprise10:18 Events and ABM Experiences14:19 SMB Pain Points vs Enterprise Outcomes19:28 PR Stories That Drive Enterprise24:23 Named Customers Proof33:38 Enterprise Content Playbook38:19 Reddit Strategy Explained40:52 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 FinderWhat mistakes to avoid in a fintech pitchWhen to use platforms vs networksWhy LLM visibility is becoming a marketing priorityUseful links:Find Zak Ali on LinkedIn: https://www.linkedin.com/in/zak-ali44Find 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/podcastThis 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 LabFintech 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 Intro02:07 AI Shakes Affiliate Trust04:24 Owned Audiences Win07:36 Getting Featured on Finder13:31 Attribution in the AI Era18:03 Finder Content Waterfall24:57 Winning LLM Visibility31:21 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 scenesWhy building content for AEO first over SEOHow to build a mini-committee with stakeholders outside marketingUseful 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/podcastThis 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 LabFintech 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 Intro02:31 Switching Audiences03:43 White Label Branding Challenge05:22 Zero to One Content Strategy10:28 Scaling Formats and Channels20:40 Sales Enablement and Advocacy26:00 Scaling Carefully With AI26:29 Measuring Content Impact30:39 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 CFOHow to figure out where your marketing sits on the maturity curveWhere AI belongs in marketing Why using it for strategy could cause issuesUseful 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/podcastThis 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 LabFintech 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 Intro02:26 Frameworks and Funnels03:12 Split Funnel Explained06:57 Low vs High Intent09:49 Rebalancing the Budget11:41 Proving Brand Impact16:43 Fixing CRM and Tracking18:55 Marketing Maturity Model25:31 FinTech Buyer Insights29:41 AI in Modern Marketing38:42 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 pageHow to get product marketing into the global roadmapHow to maximize big eventsHow to use AI without losing writing skillsUseful 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/podcastThis 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 LabFintech 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 Intro03:45 T-Shaped Marketer Mindset05:56 Influencing The Product Roadmap08:07 PMM Role Across Build Launch Learn13:40 Internal Enablement Before Launch15:05 Remote Rituals To Stay Aligned20:15 Using AI Without Losing Skill25:03 Messaging House Framework28:30 Content For Two Audiences37:19 Memorable Moments Strategy40:33 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:Why Public repositioned against Schwab and Fidelity instead of the other newer brokersHow they build trust across a longer buyer cycle Why they're careful with the incentives of growth hacks that can cheapen a brand  How they made a TV ad almost entirely with AIUseful 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/podcastThis 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 LabFintech 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 Intro00:38 Meet Zach at Public.com02:06 Rebrand Goals and Speed03:06 Threading Trust and Innovation05:54 From Social App to Platform07:34 Tipping Point End of 202409:18 Who Public Is For12:48 Marketing Shift and Media Mix15:50 Trust Building and Incentives20:34 Gen Z Credibility Signals26:21 AI Products Generated Assets33:35 AI Marketing and Staying Close