At Money20/20 USA, ‘Marketing Wednesday’ took centre stage today as marketers, fintech innovators and brand leaders came together to explore the future of storytelling, trust and technology in financial services.
Described as a day to “dive deep into the marketing strategies, trends and innovations shaping the industry,” the programme examined how creativity and AI are redefining brand building, customer engagement and growth within the fintech sector.
From revisiting the fundamentals to understanding the rise of marketing’s new AI copilots, the sessions invited delegates to tackle key questions shaping the discipline today:
- How can brands take risks and use creativity as their final unfair advantage?
- How can influencers be used effectively within regulated markets?
- How should humans and machines collaborate in modern marketing?
- How can AI enhance marketing strategies and deliver tangible business outcomes?
- How can fintech marketers build distinctive brands in a “sea of sameness”?
The day’s agenda spanned multiple stages across the Money Hall, with sessions ranging from “Securing Trust: The Trust Engine Powering Sustainable Financial Growth” to “Women Leading with Cognitive Banking: Monetising AI While Building Trust.”
Panels such as “No More Paper Cuts: Transforming Financial Marketing with Real-Time Data” and “Invisible in AI: The New Threat to Fintech Brands” delved into how data, community and technology are reshaping customer relationships and marketing infrastructure.
The morning began with a Marketing MeetUp, providing a valuable networking opportunity before attendees moved into discussions covering loyalty, innovation, and the delicate balance between personalisation and privacy.
Building on last year’s success – which featured insights from Mastercard’s CMO Raja Rajamannar, TikTok’s Your Rich BFF and VaynerMedia – this year’s Marketing Wednesday delivered the same energy and expertise, with a renewed focus on creativity and human connection.
Whether centred on trust, creativity or the evolving role of AI, one message was clear: fintech marketing is no longer simply about campaigns – it’s about creating connection, culture and community in a digital-first financial world.