In 2024, fintech revenues grew by 21%, overtaking the growth of traditional financial services. Innovations like agentic AI, embedded finance, and real-time payments have created a fast-moving ecosystem where brand trust and customer adoption are paramount.
For marketers, this creates a clear opportunity. Professionals who once worked in the structured, hierarchical world of large FS organisations are increasingly crossing over to fintech, drawn by the promise of pace, ownership, and the ability to see their work directly influence growth.
“In fintech, marketers aren’t sitting on the sidelines of strategy; once brought in, they should be sitting at the heart of it,” says Sophie, Marketing Specialist (EMEA).
“You’re working alongside leadership, shaping product launches, and driving campaigns that customers resonate with. That’s a very different experience from big FS.”
In light of this, we discuss why FS marketers are making the move into fintech, what makes these roles different, and how to position yourself if you’re considering the leap with our Marketing Specialists, Sadie Sirlin (US) and Sophie Fowler (EMEA).
The Cultural Shift: From Hierarchy to Agility
Culture defines how work gets done. In FS, it’s common to find hierarchical structures, slow approvals, and risk-averse decision-making. These processes deliver stability but often frustrate marketers eager to experiment and take the lead.
By contrast, FinTechs thrive on agility, and yes, sometimes that does mean the work can be reactive. However, Teams work closely with compliance, operations, and customer support while adapting to new markets, products, and regulatory changes. For marketers, this means visibility, responsibility, and often, accountability for commercial outcomes.
“One of the biggest shocks for FS marketers moving into fintech is the speed,” says Sadie, EC1 Partners (US).
“Campaigns that would take months to sign off in FS can be executed in weeks – or days. That requires a different mindset: less waiting, more testing.”
Marketing Structures: From Silos to Visibility
In large financial services organisations, marketing is often split into silos, brand in one team, comms in another, digital and analytics somewhere else. While this structure brings scale, it can limit commercial visibility.
Why would this matter?
“Visibility can be important for marketers. Often, alongside authority, these are the key areas of concern for those looking to move from larger marketing structures to smaller ones. Often, a larger team structure is appealing for those looking to manage a team or for those in more junior positions – looking to work their way up with mentoring and a team to fall back on, but the cost is often the visibility.” – Sadie
Fintech marketing takes a different approach. Teams are leaner, cross-functional, and closely embedded with product and sales. Marketers often wear multiple hats, running campaigns end-to-end with a direct line of sight to impact.
“Fintech marketing should always be collaborative,” says Sophie. “You might manage brand campaigns, growth initiatives, product launches, and lifecycle programmes – all within one role. Smaller teams mean priorities stay aligned across functions, with closer collaboration with leadership. That breadth not only gives you visibility into how your work drives growth, but it also demands real versatility. This is where the core value lies!”
Sadie adds: “It’s not enough to just ‘do campaigns.’ Fintechs expect marketers to think commercially. They want to see ROI, not just impressions. That’s the key mindset shift FS marketers need to prepare for.”
Revolut is a great example of this new model in action. Despite only beginning to invest in marketing four years ago, the company built its growth engine by staying product-led and embedding marketing closely with product and commercial teams—proving how integrated, commercially minded marketing can accelerate scale.
Positioning Your FS Experience as an Advantage
What skills do FS marketers need in fintech?
A common concern among FS marketers is: “Will my experience be too corporate for fintech?” The answer is no. In fact, fintechs often prize the skills honed in FS.
Transferable strengths FS marketers bring:
- Stakeholder management in complex organisations
- Navigating regulation without derailing creativity
- Building credibility and trust in high-scrutiny markets
New areas to highlight or upskill in:
- Growth and demand generation marketing
- Data-driven decision making
- Customer lifecycle and retention strategies
“Your FS experience is an asset if you frame it right,” says Sophie. “Fintechs want people who can handle regulation but still move at pace. If you can show that balance , discipline and agility, you’ll stand out.”
The Rise in Demand Generation Managers
One of the hottest areas of hiring in fintech marketing right now is Demand Generation Managers.
Fintech’s are looking for commercially minded marketers who can own and execute integrated, multi-channel B2B campaigns. That means everything from ABM and events to digital activations and partner marketing – always in lockstep with Sales and Product to align messaging, timelines, and delivery.
For marketers seeking a role that is both strategic and hands-on, demand gen offers the chance to make a direct impact: building customer relationships, strengthening brand reputation, and driving demand for products and services.
As Sadie puts it: “This kind of role combines the rigour of brand and compliance with the creativity of growth marketing. For FS marketers craving more ownership, this is exactly the type of opportunity fintech unlocks.”
Leadership in Fintech: From Guarding to Growth Drive
In FS, senior marketers are often brand guardians—ensuring compliance, protecting reputation, and maintaining process. In fintech, the expectation is different: leaders are growth enablers, directly tied to go-to-market strategy, adoption, and revenue.
The leadership evolution:
- From long planning cycles → rapid testing and iteration
- From siloed collaboration → integration with sales and product
- From process enforcement → commercial ownership
“In fintech, marketing leadership means galvanising small teams, stretching budgets, and delivering growth with limited resources,” says Sadie. “It’s entrepreneurial—and that’s what makes it so rewarding.”
Sophie reinforces: “The best fintech leaders are those who can balance brand-building with short-term growth. You need the ability to think long-term about reputation, but also act fast to drive adoption. That duality is what sets strong leaders apart.”
Final Advice for FS Marketers Considering the Leap
If you’re an FS marketer weighing up a transition into fintech, here’s what to keep in mind:
- Expect pace and ambiguity. Fintechs move quickly, and you’ll often be wearing multiple hats.
- Upskill in growth marketing. Demand generation, lifecycle campaigns, and ABM are increasingly critical.
- Show commercial results. Be ready to demonstrate how your campaigns drove revenue, not just awareness.
- Shift your mindset. You’re moving from process-driven environments into growth-driven ones.
“Curiosity and commercial thinking are the two biggest traits FinTech’s look for,” says Sophie. “If you can show those alongside your FS experience, you’re already halfway there.”
Sadie adds: “Think about the fintech’s mission, stage, and leadership team as much as the role itself. The right cultural fit is what will make your move successful in the long run.”
Conclusion: The Opportunity Ahead
The migration of marketing talent from FS to fintech reflects the broader transformation of financial services, with 65% of banks and credit unions entering into at least one Fintech partnership in the past three years.
For FS marketers, the opportunity isn’t just about moving faster – it’s about moving closer to impact.
Fintech offers ownership, visibility, and progression that traditional firms often can’t. For those ready to embrace the challenge, the rewards include faster career progression, broader skills, and the chance to shape the future of financial services.
“If you want to see your work move the needle, not just in metrics, but in how customers experience finance, fintech is the place to be.” – Sadie, EC1 Partners (US)
Looking for further support regarding Fintech Marketing?
If you’d like to dive deeper into the current demands for tech and AI talent in fintech, don’t hesitate to get in touch with our regional Marketing recruitment specialists or connect with the team on LinkedIn for further insights.
