Allison Netzer is currently the Chief Marketing and Strategy Officer of Nymbus, a leading US fintech. She's also the author of the best-seller "Think Like a Brand, Not a Bank" and has been recognised as one of Top 25 Female Leaders in Fintech.
Allison navigates growth for brands and businesses through the lens of data and a resolute customer focus. It’s perspective she’s gained through a 20-year career in cross-functional roles at highly successful enterprises with clients including the Dallas Cowboys, Aetna, Southwest Airlines and Cisco.
Upon Allison being included among our Top 30 Most Influential Fintech Marketers 2023, we sat down with Allison to ask her about her journey and the wide world of fintech marketing.
Read the full Q&A below.
Can you define the term “fintech marketing” in a few words?
Fintech marketing is about helping banks and credit unions move beyond the legacy mindset and adopt a brand-focused approach to their strategic efforts to develop new revenue streams and grow their user base. By developing a strong brand identity, financial services technology companies can differentiate themselves from competitors and build a loyal customer base.
What will fintech marketing look like in 2023?
I hope fintech marketing will “look” like those we are trying to serve most. Trends I am noticing that may shape the industry are: AI-driven personalization, better gamification and sustainability.
Another area I am keeping my eye on is blockchain marketing. As blockchain technology becomes more mainstream we can start using blockchain to track customer data and transactions, or creating blockchain-based loyalty programs.
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What challenges will fintech marketers face in 2023? And why do you believe so?
Most fintech marketers face an ongoing challenge to rise above the noise created by a less-than-stellar economy and other issues banks and credit unions face every day.
However, as marketers, we must strive to overcome these barriers by developing strategies that focus on building a culture of innovation and encouraging a growth mindset among financial institutions.
One way to do this is by highlighting the potential economic benefits of embracing new technologies and approaches to growth. For example, by exploring niche financial brands, banks and credit unions can create new revenue streams and better compete in a rapidly changing market.
Overall, the challenge for fintech marketers is to inspire financial institutions to think beyond the status quo and embrace new approaches to remain competitive in a rapidly evolving global economy. By working together with banks and credit unions to facilitate meaningful dialogue, fintech marketers can help to drive the financial services industry forward and create new opportunities for growth and success.
"Тhe challenge for fintech marketers is to inspire financial institutions to think beyond the status quo and embrace new approaches to remain competitive in a rapidly evolving global economy."
What are some of your biggest professional highlights of 2022?
Faced and overcame challenges that the fintech industry has faced this year- including tech layoffs and economic uncertainty.
Became a best-selling author!
Worked with a team that demonstrated remarkable resilience
What’s unique about your role? How does it differ from any of your previous non-fintech roles?
A unique aspect of my role is the direct impact my team and I have on our clients and the future of financial services. By understanding their needs and pain points and aligning them with the opportunities available in financial services, I have the ability to guide them to new thinking and fresh revenue models. By leveraging technology and data, we are able to create more inclusive financial services that are accessible to everyone, regardless of their background or circumstances. This is an incredibly rewarding aspect of my role, as I am able to help people achieve their financial goals and improve their overall quality of life.
What has had the biggest impact on your career as a fintech marketer so far?
The people I am able to work with and learn from; this is why communities like the Fintech Marketing Hub are so important.
What are some of the key traits any successful fintech marketers should have?
Creativity: You need to be able to think outside the box to sell unique solutions that stand out in a crowded market.
Agility: In a rapidly-evolving industry like fintech, marketers need to be able to pivot quickly and adapt to changing market conditions and customer demands.
Active listening: Successful fintech marketers must be able to actively listen to bankers and credit union representatives to truly understand their pain points and challenges. This means being patient, attentive, and asking thoughtful questions to gain a deeper understanding of their needs.
A customer-centric approach: Fintech marketers must be able to put themselves in the shoes of bankers to truly understand their needs and pain points. By adopting a customer-centric approach, marketers can better tailor their marketing strategies to meet the needs of these important stakeholders.
What advice would you give to anyone considering joining the fintech industry?
If you're considering joining fintech marketing, my advice to you would be to bring a fresh perspective, a positive attitude and a willingness to meet bankers where they are in their transformation journey.
The fintech industry is an exciting and rapidly evolving space, and there's never been a better time to jump in and make your mark. And when you're feeling overwhelmed by the pace of change, just take a deep breath and remind yourself that you're part of an industry that is transforming the way people access and use financial services. It's an exciting time to be a part of this space, and with the right mindset, you can make a meaningful impact and have a lot of fun along the way.