Marketing Briefing: On the rise of fintok

Designing new products, Future of Investing, Modern Marketing, The Quarterly Review

The Quarterly Review: How Acorns’ CFO Seth Wunder turns insights from market research into products and brand awareness

• In this edition, we check back in with Acorns' Seth Wunder about how his plans to distill market research done by the firm into product development panned out.
• Wunder breaks down how the firm has been enhancing its current product suite by focusing on GoHenry, and shares plans to release a new app for its Acorns Early product.

Modern Marketing

How to do influencer marketing in the financial services industry

• New social media channels like TikTok are largely unexplored by financial institutions, in today's story we dive into the why and how FIs can benefit from building a strategy for these channels.
• The CBA's recent Credit Card Confidence campaign maybe a signal that FIs may start to leverage this channel more and to do this well they need to understand how to build content that is trustworthy, engaging, and have a strategy that measures success effectively.

Designing new products, Running an SMB, The Customer Effect

Creators need more than views—they need better financial tools

• FIs have yet to build a strategy for the creator economy, and a big reason why are the differences between the needs of creators and the traditional customers that FIs are already quite skilled at serving.
• Explore how FIs' reticence impacts creators and how these institutions can build a strategy for this segment.

Banking, Financial Education, Getting customers to act

Money matters to the heart: A case study on how to tie customer care with brand engagement

• Ally Bank is dialing into psychology to connect deeper with customers. Its Money Roots campaign encourages customers to explore the narratives they tell each other about money through free workshops.
• It's an example of a campaign that brings customers into contact with the bank without feeling there are strings attached. We dive into how the campaign is built and what strategies it uses to rise above the noise.

The Customer Effect

How Kasheesh’s Sam Miller analyzes shifts in consumer credit behavior and payment strategies

• This article explores how Kasheesh is addressing the changing dynamics of consumer credit behavior and payment strategies in the financial services industry.
• CEO Sam Miller provides insights into emerging trends like the rise of Buy Now, Pay Later (BNPL) and AI-driven credit utilization tools, highlighting their impact on both consumers and traditional financial institutions.