My vision

Marketing specialist for financial and investment products

Financial products, and investment products even more so, are a distinct discipline within marketing. The value people get from these products is different. Working with trust is absolutely essential, because the biggest worry with financial products is a broken promise. With investment products, it is the fear of losing the money invested.

I have experience marketing more than 10 financial services and products (7 of them investment products).
I enjoy finance and investing. I actively follow the market and take part in it.
I have personally tried dozens of products, and I use the best ones over the long term.
I know the motivations and barriers in this sector, and I know how to use them.

I'm interested

What makes financial and investment products different?

1. Market and competitor analysis

The key phase is defining the space for the product. Finding out whether there could be demand for such a product and how large it would be. Who the competitors are, what they offer and where their strengths lie.

2. Setting the strategy and communication

How do you communicate what you do, why you do it and why anyone should care? Deciding what to communicate and where to communicate it.

3. Execution

Especially in finance and investment, I often see research being done and strategies being set, but the execution of these outputs falls short. Yet this phase is absolutely essential.

References

1. What are investment products and investing for?

For most people, investing does not bring the same satisfaction as ordinary consumer products. These products need to be approached from that perspective. Put simply, investing means putting off consumption today in the expectation of getting the money back in the future, with some appreciation or return.

Investment products are partly similar to B2B, because here too the primary conscious motivation is to increase one’s benefit in the future.

2. What barriers stop Czechs from investing?

Fear of fraud, distrust (43%)
Fear of losing money or having it stolen (42%)
Lack of funds to invest (30%)
Not knowing what to invest in (27%)
Not knowing whom to trust with their money (20%)

Source: https://www.penize.cz/investice/452194-cesi-rekli-proc-neinvestuji-na-prvnim-miste-je-strach

For every financial institution or platform, building trust and a good reputation is essential. Brand communication should dispel distrust and fear. Marketing an investment firm is not just about selling services, but about creating a story that resonates with the target audience. Your marketing should build an identity in a crowded financial market.

Every investment firm has its own unique story. It combines expertise and commitment that make the firm the ideal choice for different types of people.

When marketing to investors, it is essential to express not only what you do, but also why you do it. A great example in the Czech Republic is Air Bank, whose communication has been consistent and aligned with its products for several years. Some people are looking for more than financial returns. They are looking for companies that share their values, companies they can trust.

3. What investment and financial products do Czechs have?

Current account (100%)
Savings account (56%)
Pension savings (42%)
Building savings (17%)
Mutual funds (17%)
Investment life insurance (11%)
Investment property (10%)
Gold and other precious metals (10%)
Term deposits (9%)
Cryptocurrencies (9%)
Shares in selected foreign companies (9%)
Shares in selected Czech companies (7%)
ETFs (5%)
Government bonds (5%)

Source: https://www.penize.cz/investice/452194-cesi-rekli-proc-neinvestuji-na-prvnim-miste-je-strach

Working together

If you are looking for someone with extensive experience in investments and financial products, you are in the right place. We can agree on consulting sessions or long-term cooperation. I look forward to hearing from you.

What financial services marketing includes in my work

Financial services marketing covers everything that helps people understand, trust and choose a financial or investment product. In my work, it usually includes these areas:

Positioning, meaning a clear answer to what the product does, for whom and why it is a safer or better choice than the alternatives.
Messaging that explains the product in plain language and addresses specific fears, such as losing money or not knowing whom to trust.
Channel selection, deciding where your audience actually makes financial decisions and where your message has the best chance of being heard.
Content and education that helps people who are unsure what to invest in or how a product works.
Measurement, so that you know which activities bring clients and which only bring attention.

I adapt the scope to the stage of your product. A new platform needs different work than an established institution that wants to grow a specific product line.

Fintech marketing and its specific challenges

Fintech marketing combines two things that do not always fit together easily: the speed of a technology company and the caution that people feel when handing over their money. A fintech product often has to win trust without the long history of a traditional bank.

The mistakes I see most often are:

Focusing on features and the app interface while ignoring the question of safety and reliability.
Using technical or financial jargon that the target audience does not understand.
Investing heavily in acquisition before the onboarding and first experience are ready to keep new users.
Communicating inconsistently, so that the brand says one thing and the product experience says another.

With my clients, I start by looking at where potential users drop off and what stops them from trusting the product. Only then do we decide where to put the marketing effort.

Frequently asked questions about financial services marketing

What is financial services marketing?

It is the marketing of products such as accounts, savings, insurance, pensions and investments. Compared with consumer products, it relies much more on trust, clear explanation and long-term reputation. Its aim is to help people make a financial decision they feel confident about.

How does fintech marketing differ from marketing for a traditional bank?

A traditional bank can lean on its history and recognisable name. A fintech company usually has to build trust from scratch, often with a younger brand and a digital-only product. That is why proving reliability and explaining the product clearly matter even more.

Do you work with start-ups as well as established financial companies?

Yes. With start-ups, I usually focus on defining the market, positioning and the first channels. With established companies, the work tends to be about strengthening a specific product, improving communication or making the execution of an existing strategy work.

Can you help only with strategy, or also with execution?

I can help with both. Some clients need a one-off consultation on strategy, while others want long-term cooperation where I also oversee how the plan is carried out. We agree on the scope based on what your team needs.