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Member Exclusive, Modern Marketing

Marcus by Goldman Sachs’ “You Can Money” campaign positions the bank as Main Street’s primary account

A new campaign for Marcus by Goldman Sachs features actress Rosamund Pike, as the brand’s character 'M'.
The advertising targets the mass market with a message that Marcus is a viable primary account.

Zachary Miller | July 15, 2021

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Modern Marketing, Payments

Wise is building direct payment rail connections globally (8 live by 2026), with Lauren Langbridge expanding institutional partnerships like Morgan Stanley, Wealthsimple, and Upwork.
Scott Viohl is driving Wise's North American brand awareness via creator-led campaigns, achieving 80%+ US adult reach and double-digit lifts in brand awareness.

Rabab Ahsan | April 14, 2026

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