The Fintech Marketing Lab

Araminta Robertson | Mint Studios
  • 5.0 (2)
  • Marketing

The Fintech Marketing Lab is a podcast where Araminta Robertson, Managing Director at Mint Studios, explores, experiments, and breaks down how fintech marketing actually works in practice.

  1. Sep 16

    How Fintechs Do Content: Building Trust with 200 Touchpoints at Thunes | Mathieu Limousi, Chief Marketing Officer at Thunes

    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 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

    How Fintechs Do Content: Building Trust with 200 Touchpoints at Thunes | Mathieu Limousi, Chief Marketing Officer at Thunes

  2. Sep 9

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

    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 enterprisesWhy enterprise messaging must changeWhere to spend enterprise budgetsHow 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

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

  3. Aug 28

    What Gets Your Fintech Ignored by Comparison Sites | Zak Ali, General Manager, US at Finder

    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-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

    What Gets Your Fintech Ignored by Comparison Sites | Zak Ali, General Manager, US at Finder

  4. Aug 19

    How to Build Authority When Your Product Lives Behind Someone Else’s Name | Gabrielle Bier, Content & Brand Marketing Lead, Parafin

    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/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

    How to Build Authority When Your Product Lives Behind Someone Else’s Name | Gabrielle Bier, Content & Brand Marketing Lead, Parafin

  5. Jul 22

    How to Get Your CFO to Fund Brand Without Asking Them to “Just Trust Marketing” | Megan Bowen, CEO, Refine Labs

    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 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

    How to Get Your CFO to Fund Brand Without Asking Them to “Just Trust Marketing” | Megan Bowen, CEO, Refine Labs

  6. Jul 8

    The T-Shaped Marketer: How to Know If Product Marketing Is Your Special Sauce | Bryan McCarty, Head of Product Marketing & Developer Experience, Lead

    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/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

    The T-Shaped Marketer: How to Know If Product Marketing Is Your Special Sauce | Bryan McCarty, Head of Product Marketing & Developer Experience, Lead

  7. Jun 24

    Public.com's Strategy For Moving Upmarket Without Losing Younger Investors | Zach Dioneda, VP Brand Marketing, Public.com

    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/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

    Public.com's Strategy For Moving Upmarket Without Losing Younger Investors | Zach Dioneda, VP Brand Marketing, Public.com

  8. Jun 10

    How to Design Fintech Conference Booths that Attract Buyers and Accelerate Deals | Rachel Verrill, Field Marketing Manager, Taktile

    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:  Why you shouldn’t care that much about foot trafficWhy your BDRs are the most underrated people you can bring to an event. How she ties every event decision back to pipelineHow 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

    How to Design Fintech Conference Booths that Attract Buyers and Accelerate Deals | Rachel Verrill, Field Marketing Manager, Taktile
See All (14)

Ratings & Reviews

5
out of 5
2 Ratings

About

The Fintech Marketing Lab is a podcast where Araminta Robertson, Managing Director at Mint Studios, explores, experiments, and breaks down how fintech marketing actually works in practice.

Information

  • Creator
    Araminta Robertson | Mint Studios
  • Years Active
    2026
  • Episodes
    14
  • Rating
    Clean
  • Copyright
    © 2026 Araminta Robertson | Mint Studios
  • Show Website
    The Fintech Marketing Lab