Tuğçe Düzen on How Fintech Trends Shake Up Marketing Strategies

Welcome back to another exciting episode of Wealt Talks, where we turn the complex world of fintech into an engaging conversation over a virtual cup of coffee! In this episode, we're joined by the always insightful Tuğçe Düzen, who helps us see everything through the eyes of a marketing director. She shares her unique take on the latest trends and how they're shaking up the fintech cocktail, from blockchain buzz to AI antics. So grab your favourite drink and dive into fintech.

TL;DR

• Blockchain payment technologies are transforming fintech by enabling fast, real-time transactions, indicating a shift away from traditional banking methods.
• Artificial intelligence (AI) is emerging as a major disruptor in the fintech sector, leading to a more integrated and streamlined financial experience.
• Fintech platforms increasingly focus on personalisation, tailoring user experiences to individual financial behaviours and needs.
• Maintaining trust in fintech is essential, especially when integrating new technologies such as blockchain; traditional advertising methods still play an important role in building brand awareness and trust.
• 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

A dynamic product marketing manager at CryptoBunq and partnership manager at EURK: Euro Stablecoin. Passionate about innovative strategies and eager to connect with like-minded professionals, she's an enthusiast eager to explore and transform the financial industry through Web3.

Impact of fintech trends on marketing strategies

We are witnessing an era dominated by blockchain payment technologies, with AI emerging as a key disruptor, radically changing how financial services operate and interact with users. The demand for real-time payments embodies our need for speed and efficiency. People no longer consider waiting for a viable option; they want instant transactions. This urgency has given rise to integrated financial experiences that aim to consolidate multiple financial services into a single, streamlined application - the realisation of the 'one-app dream'. Such integration simplifies the user experience and improves accessibility, making financial management more intuitive and user-friendly.

As digital banking and neo-banking gain momentum, it underscores the shift towards personalised user experiences. Unlike traditional banking systems, these new-age financial platforms are designed with the user at the centre, offering tailored services that meet individual preferences and needs. This personalisation goes beyond simply tailoring services; it reflects a deeper understanding of the user's financial behaviour, aspirations 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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