Women CMOs are building some of the biggest brands in fintech:
9 key insights from those leading the way

By Courtney Brunkow, The Fletcher Group (TFG)

Women continue to be underrepresented in financial services, in technology, and in the C-suite across many industries. But our new report highlights how women CMOs are building some of the biggest brands in financial technology.

In an industry that generally receives poor marks for lack of female founders, female CEOs, and the difficulty women face in raising capital, fintech does have a growing number of female CMOs and heads of brand and marketing. We recently interviewed some of the industry’s most dynamic CMOs and shared our findings in a new eBook available to the public.“

As an agency that builds lasting brand awareness in payments and fintech, we work with a lot of CMOs who are a driving force within the innovative fintechs they serve,” said TFG founder and president Jennifer Tramontana. “These companies are rapidly expanding financial services by filling unmet needs in the market and creating brands that deeply resonate with their customers. With an industry as unique as fintech, we wanted to explore the unique contributions and insights they are using to lead the way.”

CMOs on the Record

The research surveyed women CMOs from brand-name fintech companies to ask what marketing strategies they buy into, what technology tools and investments they are making, strategies and challenges for attracting talent, what their marketing mix looks like and what their unique vantage point tells them about the future success and shortcomings of the fintech industry. 

Read more for the top 9 key insights.

Our 2021 research looks at consumers’ relationships with fintechs. For purposes of this survey, we define “fintechs” as third-party apps or websites not affiliated with a bank or credit union.

• Digital use increases fintech relevance
• Fintechs fill gaps
• Data sharing concerns some people
• Fintechs are part of the financial experience

Read more and download the Fintech Adoption research from our Wnet Pinnacle Corporate Partner, FIS.