"CMO talk" with Thomas Schäubli of Apiax: Why best marketing involves the product team

Updated: Apr 14

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CMO talk with Thomas Schaubli of Apiax Banner

In B2C, fintech marketing is often about targeting a younger or more tech-savvy audience than existing solutions do. On what channels do you reach this audience, and how do you talk about your product so that it is appealing? Revolut is doing a fantastic job in this regard. Apiax is a B2B company. Of course, we also try to find new ways to talk about things, but essentially it's about finding the right marketing mix and improving ROI over time – as it always has been.

In this edition of our “CMO talk” interview series, we hear from Thomas, CMO over at Apiax.


Apiax is a Regtech that helps financial organisations stay on top of compliance with technology. They focus on digitising laws and compliance, and work with the top legal experts to make sure they’re always up to date with regulations. Although headquartered in Zurich, they have offices in Lisbon, London and Singapore.


As financial regulations get more complex and more companies move towards the cloud and digital, Apiax’s services are highly relevant and in high demand. We chatted with the CMO, Thomas Schäubli, on his approach to marketing a B2B Fintech.


He drops some great nuggets of knowledge with regards to B2B Fintech marketing, including:

Let’s get to it!


How did you end up doing marketing for a fintech services company?


Before joining Apiax, I worked for an investment consultancy for almost six years. During that time, I experienced time and time again the difficulties that global regulation can have for everyone in the industry.


When I saw the opportunity to join a start-up that deals with these very issues, I didn't hesitate to join.

What’s unique about marketing a fintech? Can you define the term “fintech marketing” in a few words?


I'm not sure there's really a single way to define it. B2C and B2B fintech marketing are certainly very different. In B2C, fintech marketing is often about targeting a younger or more tech-savvy audience than existing solutions do. On what channels do you reach this audience, and how do you talk about your product so that it is appealing? Revolut is doing a fantastic job in this regard. Apiax is a B2B company. Of course, we also try to find new ways to talk about things, but essentially it's about finding the right marketing mix and improving ROI over time – as it always has been.

Good marketing is not about "doing marketing", but about marketing a product. Good marketing gets straight to the point. Good copywriting, for example, should not be sales-heavy, but clear and concise. Similarly, a campaign is not successful because it conforms to what others in the industry do, but because it creates leads or brand awareness. In this sense, marketing is the same everywhere.

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What’s the biggest challenge for B2B fintech marketers nowadays?

At Apiax, our biggest challenge is that we are creating a product that has not existed before. We want to be the first real product-driven regtech on the market. So our biggest challenge is to make everything from scratch, without any real instructions or examples. That's a fantastic challenge if you're up for it. But it requires a lot of tenacity to enjoy the ride. While fintech marketing is at least somewhat established, regtech marketing really isn't.

As a CMO, how do you manage to keep the balance between short-term performance tactics and long-term brand