At this year’s Paris Blockchain Week, financial services marketers increasingly used the event to sharpen positioning, build relationships and respond to rising institutional interest in digital assets.
Speaking to Financial Promoter, Adam Chapman, Chief Marketing Officer at Confirmo, said this shift is pushing firms to rethink how they position stablecoin propositions to a more institutional, trust-focused audience.
Chapman, who joined Confirmo in 2026 after holding senior payments and open banking marketing roles at Visa and Tink, said his move into the space reflected a familiar pattern of adoption, one that brings both opportunity and complexity for marketing teams.
“Having seen how open banking scaled, there are definitely parallels,” he said. “But what’s different here is that the infrastructure has been built over time, and now regulation is accelerating adoption. That changes how you approach the market.”
For marketing leaders, this means shifting away from pure awareness-building towards clearer positioning and education, particularly as new institutional audiences enter the space.
Chapman explained that Confirmo’s evolution into stablecoins was driven directly by customer demand, something that is now shaping its marketing and GTM approach.
“We’ve really had to listen closely to what the market is asking for,” he said. “There’s strong demand from areas like PSPs, global payroll and the gig economy, especially around cross-border payments.”
This, he noted, requires marketing teams to prioritise clarity over volume.
“It’s less about generating demand from scratch and more about interpreting signals and responding in the right way,” Chapman added.
A key theme at Paris Blockchain Week has been the growing presence of traditional financial institutions, something Chapman believes is fundamentally changing marketing dynamics.
“You’ve now got banks and large financial players actively exploring this space,” he said. “That brings a very different set of expectations.”
For marketers, this shift introduces a more risk-aware, compliance-driven audience, one that requires a different tone, messaging structure and level of proof.
“You can’t just talk about innovation,” Chapman explained. “You need to show credibility, regulation and real-world use cases.”
Chapman identified trust as the most important theme shaping marketing strategies in the stablecoin space.
“Every conversation comes back to trust,” he said. “It’s about regulation, licensing and who you partner with.”
He noted that prospective clients are increasingly scrutinising not just whether firms are licensed, but also the strength and origin of those licences.
For marketing and communications teams, this means placing greater emphasis on proof points, whether through regulatory milestones, partnerships or case-led storytelling.
“Brand in this space is really about reassurance,” Chapman added. “You have to demonstrate that you’re building something reliable and compliant.”
Alongside this, Chapman pointed to a broader shift back towards brand-led marketing.
“In recent years, there’s been a heavy focus on performance,” he said. “But in this space, brand and PR are becoming more important again.”
He highlighted the role of media, thought leadership and consistent messaging in helping firms stand out in a crowded and often complex market.
At the same time, events such as Paris Blockchain Week remain central to marketing strategy.
“This is still a very relationship-driven industry,” he said. “Face-to-face interactions are incredibly valuable when it comes to building trust and progressing conversations.”
While in-person engagement remains key, Chapman acknowledged the growing influence of AI on marketing execution.
“There’s a huge amount of change happening with AI,” he said. “But there’s also a gap between what’s possible and what’s actually being used effectively.”
For marketers, he suggested, the challenge is not just adopting new tools, but applying them in ways that enhance, not replace, strategic thinking and human connection.
Looking ahead, Chapman said the alignment of market demand, regulatory clarity and internal investment is creating a strong foundation for growth.
For marketing teams, this presents both an opportunity and a responsibility.
“The industry has reached a point where the interest is there,” he said. “Now it’s about helping organisations understand what to do next and how to move forward with confidence.”
As Paris Blockchain Week concludes, that shift, from explaining the opportunity to enabling action, is likely to define the next phase of stablecoin marketing.