Finimize: Start with a community

Updated: Apr 14

#HowTheyDidIt


Have you ever wondered what makes a successful fintech marketing strategy? In our "How they did it" series, we look at how some of the most successful and exciting fintechs in the world have approached marketing in their early days. Today's article tells the story of Finimize, a London-based investment education startup that started off as a finance newsletter.


Finimize Newsletter
Image source: Finimize.
Finimize built their brand community first using content and referral marketing tactics before developing their financial planning platform.

Finimize’s founding team took a rather unusual approach to setup a fintech start-up and focused on building their audience and community first. As Finimize’s entire business model was based on creating the ultimate finance product for its customers, the team realised that the best way to do this would be to work together with them. So that’s how the idea of creating a jargon-free, user-friendly financial news hub was born.


The newsletter was initially launched as a website, but the team soon discovered that most readers were actually reading and sharing it via email, so they focused exclusively on the email distribution.


Once they had identified their key channel and consumer behaviour, Finimize’s team started to look for tactics to attract more readers. One way was to encourage their readers’ engagement by inviting them to email back any questions they might have about the stories covered in the newsletter. In addition to replying to all questions, the team was also selecting and publishing the most interesting ones at the end of each newsl