Market like a fintech: What can fintech companies do to stand out in a crowded with Bryan McCarty
Updated: May 21
Hosted by Araminta Robertson, 'Market like a fintech' is the new podcast for fintech marketing professionals and enthusiasts who want to stay up-to-date with the latest trends in the industry, and level up their marketing knowledge. Subscribe here to never miss an episode.
In this episode of "Market like a fintech", Araminta is chatting with Bryan McCarty, Director of Marketing at Moov. Bryan is a two-time founding SaaS team lead and has experience working as a product manager and product marketer at companies such as Jack Henry and Banno.
What is Moov? Moov is a company that helps developers accept, store and disburse money. They’re a platform built by developers for developers, with a focus on delivering exceptional user experiences. In December last year, they raised $27 million in a Series A round led by a16z.
We chat about what fintechs miss when it comes to customer experience, how to stand out in a world of integrations and APIs and Moov’s approach to creating and publishing content.
"[Marketing] is about taking that proactive position and really working with your sales team your customer success team, whoever's using all that stuff that you're helping create, and really treating it like a product and kind of going into that user research mode, so that you can go back and make updates to it and make it better."
"It's nothing about the Moov product or the Moov platform. And it's really just about: look how we are helping each other. And it's helping tell that story. So, I think that's one thing that we have going, that's a little bit different."
"Even before there was a marketing entity inside the company, there was a community entity. And that was a very early hire. And that was very, very intentional because we believe in the community. And we know that we're all just trying to help each other. Because this stuff is super complex. So, let's just be that platform or that space that we can provide that, answering questions and helping each other up."
"My definition of marketing is different. It is building a community. And it's been very intentional. And of course, I'm in our slack group. And I participate, but you wouldn't know I was the marketing guy at Moov, you would just think I'm, maybe I work at Moov, but like, you might guess I'm a designer or engineer, and I'm never pitching Moov...just in there answering questions or telling people about an event."
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"If you're sitting around with your marketing team, and you're saying, well, we need a community, and that's like, a checklist. And it's like, just this marketing thing, it's gonna fail. Like, it's got to come from the right place, in my opinion. That's not something you just hand off to a marketing team that will go and build a community. "
"Stop worrying about cliques or gathering new email addresses, start focusing on impact. Ask yourself, if what you're posting brings value to your community. If you're just looking to increase pageviews, or to get more leads, stop, you're better than that. create content with purpose. "
"We have our own blog, but we'll feature other people, every once in a while, we'll have a featured guest. "
"When we write a new blog, we will turn back the curtain here a little bit. But we'll post it and obviously, the marketing team handles all that. And we'll get it up on LinkedIn and on Twitter. But then we always share it internally on our Slack, internal slack channels, not the public one, but our company. And we'll ask the rest of the company to help us out, go post and like and reshare this as well, maybe that's, you know, maybe every company does that. But our team is super engaged."
"A founder is completely at the core of the company. The personality of the founder is essentially the brand of the company, whether you like it or not."
For more scaling and branding tips, listen to Bryan's complete story below.