The Fintech Marketing Lab

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