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Modern Marketing

Why banks are sub-branding new customer offerings

As banks strive to connect with customers in more specialized ways they’ve been looking for ways to stand for something different from the master brand
Sub-brands also end up being a sort of innovation showcase for their peers and prospective employees

Tanaya Macheel | November 06, 2017

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BNPL, Member Exclusive, Modern Marketing

Financial services brands usually treat trust as a given, building campaigns around authority, scale, or convenience. Zip’s latest campaign takes a different route: it makes ‘trust’ the story.
In a sector long clouded by skepticism and regulatory scrutiny, Zip is confronting one of fintech’s toughest questions by placing the BNPL trust debate at the heart of its brand.

Sara Khairi | March 12, 2026

Modern Marketing, The Quarterly Review

Over the past quarter, Viohl set out to scale Wise's North American presence and shift the brand's creative approach toward entertainment-first marketing.
His team sharpened its measurement capabilities to connect brand activity to real business outcomes, tracking double-digit awareness lifts and tangible growth in new customers and transactions across both the US and Canada.

Rabab Ahsan | March 10, 2026

Designing new products, Member Exclusive, The Customer Effect

The old financial services formula of early capture, single-product selling, and assumed lifetime loyalty is beginning to crack.
This shift is giving rise to a new form of financial trust among Gen Z, combining digital ease with real-world guidance.

Sara Khairi | December 04, 2025

Designing new products, Modern Marketing

Gen Z wants smooth tech and financial tools that feel like guidance, not grind. Their expectations are forcing platforms to reimagine every layer of the experience -- and Credit Karma is already on it.
The company is reengineering its product experience – from UX to AI-driven personalization to cultural marketing – to meet this generation where their financial story begins.

Sara Khairi | October 16, 2025

CMO Corner, Modern Marketing

While other investing platforms use gamification, Public is taking a different approach.
Zach Dioneda, Public's VP of Marketing, discusses how they're using podcasts, brand content, and celebrity partnerships to build trust and promote educated investing.

Rabab Ahsan | October 07, 2025