Tuğçe Düzen on How Fintech Trends Shake Up Marketing Strategies

Welcome back to another exciting episode of Wealt Talks, where we turn the complexities of fintech into engaging conversations. In this episode, Tuğçe Düzen joins us to help us see the fintech world through the eyes of a marketing director. Check out her unique approach to the latest trends and their impact on fintech, from blockchain to AI. Grab your tea as we invite you to a fantastic conversation.

TL;DR

• Blockchain payment technologies are transforming fintech by enabling fast, real-time transactions, indicating a shift away from traditional banking methods.
• AI is here to change the fintech sector by changing the financial experience for both consumers and companies.
• Fintech platforms increasingly focus on personalisation, tailoring user experiences to individual financial behaviours and needs.
• Trust should be the number one priority in fintech. Besides that, traditional advertising has a key role in brand awareness and trust building.
• Fintech companies strategically educate consumers about new technologies, such as decentralised finance (DeFi), to expand their market reach.

Meet our guest

Tuğçe Düzen - Product Marketing Manager

Product Marketing Manager at CryptoBunq and Partnership Manager at EURK: Euro Stablecoin. She is passionate about innovative strategies, connecting with like-minded professionals and exploring and transforming the financial industry through Web3.

Impact of fintech trends on marketing strategies

We see blockchain and payment technologies dominating the sector, and AI is becoming a major disruptor. It is changing the way the financial industry works and interacts with us. People are demanding real-time payments to improve speed and efficiency. We don't want to wait anymore, we want to do everything this very second. And this acceleration is impacting the financial experience, changing the path to creating multiple financial services in one convenient app - our 'single app dream'. This dream will streamline the experience, improve accessibility and make budgeting easier and more flexible.

As digital banking and neo-banking gain momentum, they are shifting towards a personalised user experience. Unlike traditional banking systems, these new systems are about putting the consumer at the centre and meeting their needs. Personalisation is here and it creates a deeper understanding of the user's financial behaviour, preferences and pain points.

Revolutionising to build trust in a digital-first world

The role of data analytics is undeniable in every sector. There is a shift away from traditional methods in favour of an approach that intricately interweaves cutting-edge technology with a deep understanding of customer needs. This paradigm shift in fintech focuses on developing personalised financial products and cultivating community-centred relationships. It's about creating a synergy between innovation and intimacy, fostering an environment where customers feel understood and valued.

Trust is also a big issue in fintech, especially when introducing new technologies such as blockchain. Keeping promises about what a product can do is key to gaining and maintaining this trust. Interestingly, although fintech is all about digital, traditional advertising, like billboards and posters in tube stations, still plays a big role. These help brands like Wise, Revolut and XRP become familiar and trusted names to people outside the digital space.

By focusing on new, personalised product development and building trust in both digital and traditional ways, fintech companies are striking a balance that appeals to today's customers. They're not just offering the latest technology - they're offering it in a way people can relate to and trust. As the fintech industry continues to grow, maintaining this balance between innovation and trust will ensure that financial technology is not just advanced but also a trusted part of our everyday lives.

Look at the future intersection of fintech and marketing

Fintech companies will be increasingly important in educating customers about the financial landscape, especially in decentralised finance (DeFi). This push to improve financial literacy isn't just a value-added service; it's a strategic move that can expand the market reach of fintech companies. As consumers become more knowledgeable about these emerging technologies, they will likely be more receptive to new financial products and innovations.

AI's ability to sift through vast customer data and extract meaningful insights will be indispensable. This will enable a more personalised marketing approach, allowing firms to tailor their products and communications to each customer's unique needs and preferences. AI-powered personalisation will become the new norm in fintech marketing, offering a more targeted and effective way to engage with customers.

The next five years in fintech will be a period of significant growth and transformation, driven by technological advances and a deeper understanding of customer needs. Fintech companies that embrace this shift towards AI-driven personalisation and commit to educating their customers are likely to emerge as leaders in this new era of finance. The future of fintech isn't just about technological innovation; it's also about evolving alongside these advances and continually finding new ways to engage and empower consumers.

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