Female CMOs are Building Some of Fintech’s Fastest-Growing Brands

The global nature of the fintech market makes it challenging to personalize messaging. Michelle Faul, vice president of global marketing at B2B payment processor TreviPay, said that makes it even more important. Though TreviPay is headquartered in Kansas City — not a place most think of when they think about fintech, but a place Faul says has a healthy tech startup presence — the company counts customers nationwide and in 32 countries.

“Making sure you’re leading with empathy and ensuring to personalize your message based on the geography [is important],” Faul said. “Even with the way they talk about the challenges, making sure you understand their challenges in their words — it’s one of the pillars of our marketing to make sure they feel heard, and we’re positioning it in a way that they understand.”

That perspective is paying off: TreviPay processes $6 billion in transaction volume in 19 currencies, and the company has experienced recent growth. Even in a challenging macroeconomy, fintech marketers are eager storytellers. While they’re passionate about the technology, they’re perhaps even more so about who and what will be benefiting from it.

“The one thing I’m very excited about is really telling the technology story,” said Priya Rajan, DataVisor’s vice president of marketing. “In terms of providing education and bringing credibility, I think telling the story of these experts in a way that’s simple and valuable [matters].”

“In my current role … I try to uncover the story of how DataVisor really transforms the way we manage risk today in a way that’s real-time but also cost-effective. Fraud management should not exceed the cost of fraud itself,” Rajan added. “You need [return on investment]. … Aligning these business objectives and being able to connect the dots is something I’m super excited about and super proud of,” she said.

Representation of women in fintech leadership is steadily improving, mostly at newer firms, the International Monetary Fund found. The business case is there: Citing a McKinsey study, the IMF reported that gender diversity on the boards of nonfinancial and financial firms is correlated with positive financial performance. Citing a Credit Suisse study on gender diversity and corporate performance, the IMF said higher share prices are, too.

Harvard Business Review, too, found that female-led finance and investment firms were more likely to “reinvest, create jobs and have higher levels of innovation than their male counterparts.”

“The way that women approach and think about [things] … I think it’s really important to have that equal representation at all levels,” Hay said. “Organizations will benefit from different ways of thinking about things.”

Source: Female CMOs are building some of fintech’s fastest-growing brands | Marketing Dive

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