"CMO talk" with Leeya Hendricks of Delta Capita: How to rebrand a B2B fintech amid crisis and more

Updated: Oct 11

What’s on the minds of fintech CMOs in today’s fast-paced and challenging world? Find out in our “CMO talk” series featuring some of the most influential and inspiring leaders in the industry. Subscribe to the Fintech Marketing Monthly Digest here so you don’t miss any of our future stories.


CMO talk with Leeya Hendricks of Delta Capita

Trust in an organisation is vital and as CMOs we need to learn how to foster it and encourage behaviours that enable trusted relationships, which has a great impact on improving performance.

In this edition of our “CMO talk” interview series, we hear from Leeya Hendricks, Chief Marketing Officer at Delta Capita.


Delta Capita is the financial services arm of its parent company, Prytek, of which Leeya is also the CMO. Headquartered in London with offices all around the world, Delta Capita works with financial institutions to help them stay on top of compliance with regulations, simplify operations, reduce costs and innovate their business models and leverage leading fintechs.


As the world of fintech develops, financial regulations increase and more companies move towards the cloud and digital, Delta Capita's offering is becoming more relevant than ever. In our chat, Leeya touches on Delta Capita's recent rebranding and how the company has navigated the process during the COVID-19 pandemic.


She drops some very interesting tips on why and how to reinvent a brand and develop a successful brand strategy, including:


You joined Delta Capita last year, right in the middle of the pandemic. What was the year like for you in your new role? What’s it like to be a CMO at Delta Capita?


We are all operating in busy times, everybody experiencing their own challenges but for me, it has provided an opportunity to strengthen relationships as you can engage more frequently with your customers and create one community. The same with your teams, the key to your customer and teams’ relationships will be 'trust'. Delta Capita is a great firm focused on trust. Trust in an organisation is vital and as CMOs we need to learn how to foster it and encourage behaviours that enable trusted relationships, which has a great impact on improving performance.


I enjoy being part of an environment of designing and developing new services and tools leveraging our proprietary technology and our fintech portfolio companies which is a great space for ideation and innovation. I am also involved in merger and acquisition strategies and driving diversification and expansion. I lead and manage two strategies; as I also perform the CMO role for our parent company, Prytek. Prytek runs a number of verticals and Delta Capita is the financial services arm of Prytek. Prytek focuses on building technologies and delivering managed services, a combination of Deep Tech Solutions with Managed Services and Capital, providing the capability to lift out entire operations to create more efficient businesses.

What’s unique about marketing a fintech? And do you have a favourite fintech brand or campaign?


Delta Capita is a managed services, technology solutions and consulting provider. A core focus is on brand building and positioning our business as an authority and highlighting our expertise across our various solutions and services and positioning ourselves different to our competitors in a highly saturated market.