top of page
Search

Fintech Marketing Hub at Pay360 2025: Recap

Updated: 1 day ago

This year, The Fintech Marketing Hub was an official media partner of Pay360. Here's a brief recap of our experience at the event in London.


Fintech Marketing Hub at Pay360

Pay360 2025 brought together some of the brightest minds in fintech, and this year, the questions got more real. There were more marketers than before, with quite a few people mentioned that more and more marketers seem to join these conferences (yay!). Similar to last year, I met some great people and heard interesting perspectives on the future of fintech marketing. This year there were 6,000+ attendees, 120+ exhibitors and 200+ global speakers.


I went round the room asking fintech marketers three questions:


  • What’s your focus for 2025?

  • What’s a fintech marketing tactic or strategy that you think is undervalued?

  • What are some ways you’re using AI in your marketing?


What’s your focus for 2025?


  1. Brand awareness is an even bigger priority


Colum Lyons, founder and CEO of ID-Pal made it clear: “You can never have enough of the brand being pushed out there.” With the company targeting the UK and US markets, both highly competitive, visibility is everything. His team is focused on showing up at the right events, in the right publications, and positioning themselves as thought leaders.


Irina Chuchkina, CMO at Volt talked about the power of micro-experiments. "As much as I hate the phrase 'doing more with less,' this year is really about finding smarter ways to get the same outcomes," she said. From brand ambassador programs to internal storytelling workshops, her team is focused on creative ways to scale reach without scaling spend.


  1. More, more and more events


Joana Rocha, Director of Growth Marketing at Runa is taking events to another level: “Just this year, we're going to 60 events. Last year we did like 20.” For her team, events are about more than just brand building. They’re about direct customer interaction and lead generation. Real-time product demos at booths are helping tell their story in a way that sticks.


Alvin Gunputh, Content and Social Media lead at Thredd is also investing in events, but with a more focused lens: demand generation: “That entails using different activations such as like the event we’re at today, Pay360, to help drive that demand by reaching our target audience, having the appropriate messaging, and making sure we’re just connecting with the right people.”


What’s a fintech marketing tactic or strategy that you think is undervalued?


  1. Social listening


Alvin wants more marketers to lean into it: “It allows us to tap into open forums… to identify key trends, topics, and what people are talking about.” His team uses tools like Brandwatch to pull conversations from Reddit, LinkedIn, and Twitter, then uses that data to shape content and messaging.


  1. Activating your internal team


Irina shared a refreshingly practical strategy: turn your people into your best promoters. Her team runs internal workshops on LinkedIn storytelling and profile building. The aim is to encourage employees to own their own voice, not just amplify the company line.


  1. True differentiation


Colum sees a sea of sameness in the identity verification space. His advice is to double down on true differentiation. “Everyone says they do real-time verification, but we had to find what we could say that no one else could. For us, it's no third-party data access, no humans behind the scenes, and actual real-time verification. Not just SLA-based promises.”


This is a common issue in the compliance space, especially when it comes to content. This article may be relevant to you if you want to learn more about differentiation: Why Content Marketing and SEO is a Regtech's Best Acquisition Channel


  1. Personalised ABM


Joe Pearce, Commercial Marketing Manager at LexisNexis Risk Solutions has strong opinions on ABM. “We’ve approached it as a full partnership with sales. We couldn’t have done it without them. I’m a big believer that you shouldn’t be able to tell where sales ends and marketing begins.” For him, great ABM is seamless, so much so that you can’t tell where marketing ends and sales begins.


What are some ways you’re using AI in your marketing?


  1. Better research


Alvin mentioned tools like Notebook LM to streamline research, create better resources for the internal team and enhance their thought leadership content: 


“We're using that recently to help support our internal teams, particularly account management and sales, on the recent white paper that we've delivered. And basically what we've done with Notebook LM is use the white paper to create a summary podcast… which we then provide as a learning resource for the internal teams.


With more demands for quality content across blog, video, and social, AI makes it easier for internal teams to get up to speed on new product features.


  1. Better prospecting and segmentation


Teams like ID-Pal and LexisNexis are using AI to dig deeper into buyer intent. From ZoomInfo’s predictive features to internal analytics, they’re getting sharper about which accounts to prioritise, when to engage, and what messages will resonate.


Irina’s AI use is wide-ranging but deliberate. She’s testing generative design tools, personalised landing pages, SEO experimentation, and AI-powered SDR outreach, but she’s not overhyping it. "AI is still not there yet for nuanced product storytelling," she said. But for sales enablement? That’s where she sees clear, immediate wins. She also shared how platforms like Gong are turning conversation data into strategic insights: "Ask Gong which competitors come up more often in RFPs, and it gives you exact breakdowns. We can then turn that into battle cards and talk tracks."


  1. Better demos


Runa’s interactive product demos at events to simulate real-time transactions, showing instant value while telling a customer-centric story. It’s experience design, not just automation: “We show our product in real time… that’s why we decided to do a spinning wheel [demo]: you get value into your account, and you can see exactly how that looks from a user perspective”


I had a great time, thank you to Pay360 for inviting us and we’re looking forward to seeing everyone at the next one!


And thank you to everyone who had a chat with me:



Araminta from The FMH at the Pay360 conference



 

If you enjoyed this article, don't forget to share it with your network and subscribe to the Fintech Marketing News Digest!

 

FMH Slack Banner



 
 
 
bottom of page