Unifimoney and the power of humor in fintech marketing

How can you make a pretty serious and complex business like fintech appear more humane and relatable? One of the most effective ways is to use humor or comedy in your marketing communications and advertising. As it taps into people's emotions, humor can make any subject more personal and engaging.

A great example of a fintech using comedy in its advertising and branding efforts is the US-based start-up Unifimoney. Instead of playing it safe and following the trends, Unifimoney decided to be bold and poke at the big incumbents in an authentic and direct way, with comedy. To find out more about Unifimoney and its rather daring approach to marketing, we spoke to Joseph Bien-Kahn, Head of Content at Unifimoney.


We’re the challengers, so it feels right to poke at the incumbents — and what better way to do that than with comedy?

What is Unifimoney? What does the brand stand for? And what differentiates Unifimoney from the competition?

Unifimoney is an automated money management neobank specifically built for high-earning professionals - doctors, lawyers, people working in finance and tech, etc.. Our founder Ben Soppitt spent two decades working in and around Fintech and payments — at Visa, Fitbit Pay, BTPN Wow! in Indonesia, and Samsung Pay. He’d seen firsthand how incumbent banks were failing consumers, but also saw the ways that the existing neobanks and challenger banks were only targeting the subprime consumers banks wouldn’t compete for. He saw an opportunity to bundle the best of Fintech into a neobank specifically built for the high-earning, high-debt consumers that challenger banks were ignoring and incumbents were exploiting.

We differ from most in the challenger bank space by positioning more as a digital private bank and to directly compete with the top ten banks — we are looking to serve a specific community and at low volume. We are not trying to compete with Varo, Chime, Revolut and the others on how many accounts we can open each week. We are focused on the quality of the accounts, not the volume.