Transforming Financial Content: Malka Media and MoneyLion’s data-driven approach to engaging today’s consumers

Today’s a first for the podcast. We have an entire management team joining us on the podcast. 

For today’s show, we have the new leadership team of Malka Media. Malka is a subsidiary of MoneyLion and the firm’s content studio. It’s in integral part of the entire firm’s strategy and we definitely dive into their groundbreaking approach to financial content marketing. 

Bill Davaris, co-CEO of Malka Media, emphasizes the importance of quality content and storytelling for the firm. He states, “We’re trying to bring in what modern brands want, right? By bringing in top talent, where can we serve them with the latest technologies and strategies.” 

Paige McCrensky, Chief Brand Officer, highlights the challenges of the “attention deficit economy”. She focuses on the need for brands to connect through compelling stories. Chris Apostle, co-CEO, discusses the critical role of technology and data in powering marketing efforts and customer engagement. 

Together, they explore how Malka Media is creating a dynamic content ecosystem within MoneyLion and beyond with the firm’s clients. 

Malka Media’s new management suite is my guest today on the Tearsheet Podcast.

Building a Content Ecosystem within MoneyLion

Malka Media is instrumental in developing MoneyLion’s content ecosystem. Bill Davaris explains their vision of creating a “TikTok for finance” within the MoneyLion app. He elaborates, “We kind of built this, our vision was to build the TikTok of finance right inside the app.” This innovative approach involves a personalized feed that updates many times a day. They do this by learning from user interests and behaviours to deliver the most relevant financial content.

Empowering Partners through Strategic Content Placement

Malka Media is not only creating content for MoneyLion but also helping partners reach MoneyLion’s audience. Davaris notes, “We’re allowing our partners to live in that community. We’re allowing them to live in that feed, not only as an offer but as education.” This strategy enables partners to provide valuable information to users. And integrates their offerings into the MoneyLion ecosystem.

Data-Driven Content Optimization

A key strength of Malka Media’s approach is its use of data to optimize content and offers. Davaris explains, “We’re using data to optimize their content, optimize their offers. So that we could serve it one person at a time for the greatest value.” This personalized approach ensures users get the most relevant and engaging content.

Bridging Financial Services and Culture

Chris Apostle highlights how Malka Media works with non-financial brands. He explains how they inform of their approach to financial content. He states, “The cultural dynamics associated with a lot of the brands that are not financial services brands, help us understand consumer behaviour, a whole lot better.” This cross-industry insight allows Malka Media to create more engaging and relevant financial content

The Future of Content Marketing in Fintech

The leadership team at Malka Media focuses on future-proofing their content strategies. Paige emphasizes the importance of staying ahead of trends. She says, “We’re at a crossroads right now with what we’re calling the attention economy or attention deficit economy. You need to be future-proofing and you’re understanding what is next. And how can you adapt and create stories that are going to connect and breakthrough.”

The Big Ideas

Malka Media focuses on financial content delivery by creating a personalized feed within the MoneyLion app. As Bill Davaris explains, “We kind of built this, our vision was to build the TikTok of finance right inside the app.”

They are focusing on data-driven content optimization. By leveraging user data and behavior, Malka Media delivers personalized content and offers. Davaris notes, “We’re using data to optimize their content, optimize their offers. So that we could serve it one person at a time for the most value.”

Malka Media is working to bridge finance and culture. Their work with diverse brands allows them to bring cultural insights into financial content. Chris Apostle states, “The cultural dynamics associated with a lot of the brands that are not financial services brands, help us understand consumer behaviour, a whole lot better.”

In today’s digital landscape, capturing and maintaining user attention is crucial. Malka focuses on adapting to the attention economy. Paige emphasizes, “We’re at a crossroads right now with what we’re calling the attention economy or attention deficit economy. You need to be future-proofing.  And you’re understanding what is next and how can you adapt and create stories that are going to connect and breakthrough.”

At the core of Malka Media’s mission is the goal of empowering users to make informed financial decisions. As Chris Apostle puts it, “Every sale comes down to a financial decision. So you see these partners,…, allow us to reinforce that position of empowering consumers to make their best financial decisions.”

The podcast underscores the synergy between Malka Media and MoneyLion. It highlights their combined expertise in content creation, data-driven marketing, and consumer engagement. And focuses on how it is setting new standards in the financial content space. The team at Malka Media drives impactful storytelling and enhances brand value for MoneyLion and its partners by integrating technology and being keenly aware of market trends.

Listen to the full episode