Consider treating marketing as a profit machine rather than just an expense
Key illuminated insight:
Marketing as a profit engine: Fintech CEOs could benefit from viewing marketing not as a mere expense but as a significant driver of profit. Effective marketing strategies have the potential to lower customer acquisition costs, accelerate pipeline, and enhance brand trust, ultimately leading to increased revenue and growth.
Measure impact relentlessly: Marketing should be held to the same standard as sales teams, tracking metrics like marketing-driven revenue, pipeline contribution, and direct ROAS (Return on Ad Spend). If marketing efforts aren’t visibly driving revenue, the strategy needs to be fixed.
Invest in customer-centric strategies: Prioritizing strategies like content marketing, personalized experiences, and data-driven lifecycle engagement ensures marketing isn’t just attracting leads—it’s nurturing high-value customers who stick around.
Step into total illumination
The fintech space is more cutthroat than ever. New players emerge daily, competition is relentless, and traditional financial institutions are finally catching up with digital innovation. Amidst this chaos, some fintech CEOs may still be treating marketing as a cost center—a necessary evil, a line item to be scrutinized and slashed when times get tough.
That mindset is dead wrong.
Marketing, when executed strategically, is not an expense—it’s a profit engine. And if you’re not leveraging it to drive measurable revenue, you’re leaving money on the table, letting competitors steal your clients, and risking irrelevance in a market that moves at lightning speed.
The cost-center mentality can kill growth
Leaders often see marketing as a budget sink—a department focused on brand awareness, press coverage, and creative campaigns with vague ROI. And yes, bad marketing is an expense. But marketing designed for profitability is a high-return investment.
Consider this:
Customer acquisition cost (CAC) isn't just a metric—it's a lever. A well-executed performance marketing strategy can lower CAC while increasing lifetime value (LTV), shifting your unit economics from "break even" to "high-margin growth."
Demand generation isn't just about leads—it's about pipeline acceleration. Strategic content, thought leadership, and omnichannel campaigns can drive enterprise buyers through the sales funnel faster, shortening your revenue cycles.
Brand isn’t just about recognition—it’s about conversion. The fintech companies dominating the market aren’t just visible; they’re trusted. And trust leads to lower churn and higher spend per customer.
The revenue-engine shift: How to flip marketing into a profit driver
So how do you stop treating marketing as an expense and start leveraging it for real revenue growth?
Think like a CFO—Measure impact relentlessly
Marketing should be held to the same standard as your sales teams. That means tracking metrics like marketing-driven revenue, pipeline contribution, and direct ROAS (Return on Ad Spend). If your marketing efforts aren’t visibly driving revenue, you need to fix the strategy—fast.Invest in customer-centric strategies
Fintech is about trust. Customers need education, reassurance, and value upfront before they commit. Prioritizing strategies like content marketing, personalized experiences, and data-driven lifecycle engagement ensures marketing isn’t just attracting leads—it’s nurturing high-value customers who stick around.Hire smarter: Leverage fractional CMO leadership
Many fintech startups and growth-stage companies can’t afford to hire a full-time, high-level marketing executive—and that’s where fractional CMOs step in. They bring deep expertise at a fraction of the cost, helping fintech CEOs craft revenue-focused marketing strategies without the overhead of a full-time hire.
CEOs who ignore this shift will fall behind
Fintech companies that treat marketing as a growth lever are the ones scaling fast, acquiring customers efficiently, and outpacing competitors. Those still stuck in the “marketing is just an expense” mindset? They’re burning cash on ineffective campaigns, wondering why their CAC is skyrocketing, and losing market share.
Marketing is NOT a cost—it’s a revenue machine. It’s time for CEOs and CFOs to think differently about your marketing budget.
Are you ready to make the shift?
Example: Chime
A great fintech example of turning marketing into a revenue engine is Chime.
Chime, a digital banking platform in the U.S., has mastered customer-centric marketing to drive massive growth. Instead of relying on traditional advertising, Chime focuses on referral programs, influencer partnerships, and organic brand trust to acquire users at a lower cost while increasing lifetime value.
Here’s how Chime makes marketing a profit driver:
No-fee banking as a hook: Chime markets itself as a fee-free banking alternative, attracting users frustrated with traditional banks. This messaging directly converts prospects into loyal customers.
Referral and word-of-mouth growth: Chime incentivizes users to refer friends, turning its customer base into a self-sustaining acquisition engine.
Trust-based brand positioning: By emphasizing financial wellness and transparency, Chime builds long-term customer loyalty, reducing churn and increasing engagement.
This strategy has helped Chime scale to millions of users and become one of the fastest-growing fintech companies in the U.S. Source
Example: Wealthsimple
A great Canadian fintech example of turning marketing into a revenue engine is Wealthsimple.
Wealthsimple, a Toronto-based investment platform, has leveraged content marketing, trust-building, and product-led growth to scale rapidly while keeping customer acquisition costs low.
Here’s how Wealthsimple makes marketing a profit driver:
Educational content and thought leadership: Wealthsimple produces high-quality financial education content, positioning itself as a trusted resource for investors. This drives organic traffic and converts readers into customers.
Referral and viral growth: Wealthsimple’s referral program incentivizes users to invite friends, creating a self-sustaining acquisition loop that fuels growth.
Freemium model and upsells: By offering commission-free trading and automated investing, Wealthsimple attracts users who later upgrade to premium services, increasing customer lifetime value.
Wealthsimple’s success isn’t just about offering content, incentives, and freemiums —it’s also about positioning itself as the trusted go-to brand for modern investors. By also leveraging digital marketing and brand equity, Wealthsimple has built a scalable, cost-efficient acquisition strategy that drives long-term profitability.
Digital marketing: Precision targeting and scalable growth
Wealthsimple has mastered data-driven digital marketing to acquire customers efficiently:
Hyper-targeted ads: Leveraging social media and search engine advertising, Wealthsimple reaches specific customer segments—millennials, first-time investors, and high-net-worth individuals—with tailored messaging.
SEO and content dominance: Through in-depth blog articles, YouTube videos, and podcast sponsorships, Wealthsimple attracts organic traffic, keeping customer acquisition costs low while building trust.
Automated email and retargeting campaigns: Using AI-driven email marketing and retargeting ads, Wealthsimple nurtures leads into paying customers by providing timely financial insights and product recommendations.
Brand equity: Trust = Higher conversion and retention
Wealthsimple’s brand isn't just about visibility—it’s about being the most trusted and relatable fintech name in Canada:
Authenticity and transparency: Unlike legacy banks, Wealthsimple has crafted a brand centered on no hidden fees, simple investing, and financial empowerment, making it easy for users to trust and convert.
Thought leadership and industry authority: By publishing reports, engaging in financial literacy campaigns, and partnering with influential voices in finance, Wealthsimple has positioned itself as a trusted knowledge hub rather than just a product.
Community-driven growth: The brand fosters engagement through interactive campaigns, social advocacy, and personalized customer service, ensuring higher customer lifetime value (CLV).
Marketing that doesn’t just spend—It profits
Through a data-driven digital marketing strategy, a strong brand equity foundation, thought leadership, incentives, and pricing models, Wealthsimple has transformed marketing into a scalable revenue engine rather than an expense. Every interaction—from an Instagram ad to a customer support chat—is designed to convert leads, retain users, and increase their financial engagement.