Insights: What are the new rules of fintech marketing?

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I'm not giving up.

**SPEAKER_1** (0:03)
I am selling the building.

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The final season of FX is the Bear.

**Nicole Heringer** (0:10)
The restaurant is flooded.

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Everything's either going to be okay.

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No, stop.

**Nicole Heringer** (0:16)
Or not.

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**Laura Watkins** (1:14)
Hello, and welcome to Fintech Insider Insights. I'm Laura Watkins, Director of Media and Marketing here at 11FS. Today, we're talking about financial services marketing. For years, Fintechs grew by offering something genuinely different. Better apps, better experiences, fewer fees, and fewer frustrations. But in 2026, the landscape looks very different. Digital experiences have become the norm. Customer acquisition costs continue to rise, and products and features that once felt revolutionary are now expected. At the same time, marketers are navigating huge shifts in technology, customer expectations, and AI, while experimenting with new approaches to growth, loyalty, and brand building. From Monzo's famous referral program and Year in Monzo experience, to Revolut's Welcome to My Bank campaign, financial brands are increasingly investing in community, storytelling, advocacy, and emotional connection. So today, we're asking, what are the new rules of Fintech marketing?
To help answer that, I'm joined by three fantastic guests. First up, we have Nicole Heringer, VP of Brand and Communications at Enfuse.
Nicole, welcome to the show. Please tell the listeners a little bit about yourself, Enfuse, who hopefully they already know, and your role there.

**Nicole Heringer** (2:27)
Yeah, thank you. Super excited to be here. Long time listener, first time guest, actually.
Yeah, I love human-centric branding and pushing boundaries in B2B branding especially. And Enfuse, we're the issuer processor that was born in the Nordics but built for the world. We help banks, fintechs, and global brands build amazing card programs all with happiness built in.

**Laura Watkins** (2:51)
Fantastic. And you've got that pitch down. I like it.
And joining Nicole, we have Lucy Heavens, Chief Marketing Officer at Vixio. It's fantastic to have you with us on the show, also making your debut. Please tell our listeners a little bit about yourself and Vixio. Thank you, Laura. Yeah, so as you said, I'm Chief Marketing Officer at Vixio. So Vixio are a RegTech provider, that's regulatory technology provider. So we have the number one, I'm allowed to say that I'm in marketing, the number one regulatory change management platform for financial services and gambling firms, which basically means that my job is on a daily basis, making sure that compliance teams don't cry over their coffee every day.
So I'm also a part-time fractional CMO, helping RegTechs with their go-to-market strategy as well. But I've been in the Fintech or financial services space for a long time now, for around 25 odd years. I started out at firms like Fiserv and IBM, before properly falling down the RegTech rabbit hole. I also am host of my own podcast, am I allowed to say that? Absolutely. Which is called CMO Therapy, which is a podcast for, as it says on the tin, for CMOs, for marketing leaders who want a little bit of honesty and rawness, raw discussions. And then finally, I suppose, I've also been labeled, this makes me cringe, but a top 10 RegTech influencer, which really sounds more glamorous than it is, and basically just provides a lot of jokes for my friends.
Well, it's brilliant to have you on the show, and we look forward to digging into your many, many insights as we go along. And last but not least, is a welcome back to the show for Tom Davies, now founder of Brandingo. You've got a new role since joining us last time. Thanks for coming back on the show. Please can you tell us a little bit more about what you've been up to?

**Tom Davies** (4:51)
Yeah, sure. Well, first off, hi everyone. And thank you for the invite back on to the show.
Yeah, I mean, my background, I've spent the best part of the last 10 years doing marketing at Wise, Monzo and as the sort of founding marketer and VP of marketing at Yonder. And so sort of Fintech has been very much my bag for as long as I can remember. And then recently I took a sort of sabbatical. I just got back from sort of a nine months break from work and in which I've started building a tool called Brandingo, which serves to help startups track their brand strength. It's something that I really challenge with at Yonder. And a lot of early stage companies are flying blind when it comes to understanding whether their brand is actually growing or not. And sort of hoping to be able to build some tools to help marketers out there. So I also write a sub-stack called Marketing is Hard, which is really a response maybe to this sort of feeling within the tech industry that I've felt over the years that marketing is easy. And so I'm sure sort of the rest of the marketers on this call can understand and relate. And in there, I've tried to spend the last few years reflecting on the things I've learned about marketing within the sort of tech space, particularly in the UK.