Building Trust in FinTech: Branding Strategies That Drive Growth

by Elisa Zoli Lai

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What you'll discover
when watching Elisa's story

  • Marketing encompasses many specialities, so finding an area you enjoy and developing expertise in it is valuable.
  • Marketing leaders should focus on having the right talent, setting clear objectives, and providing constructive feedback.
  • Effective marketing requires understanding consumer needs and putting yourself in their shoes.
  • Building trust and confidence is crucial for branding in regulated industries like financial services.
  • Leveraging AI can help scale content creation, but maintaining authenticity and brand voice is important.
  • Clear goals, plans, and over-communication are essential for managing remote marketing teams effectively.
  • Adaptability, curiosity, and proactiveness are critical skills for those starting their marketing careers.
Meet Elisa Zoli Lai from Linqto

Meet Elisa Zoli Lai - CMO @ Linqto

Elisa Zoli Lai is the Chief Marketing Officer at Linqto, a platform that allows investors to invest in private companies before they go public.

Elisa’s marketing journey began after attending a class where the former CEO of Procter & Gamble Italy sparked her interest in brand management. This led her to start her career at P&G.

At Linqto, Elisa is passionate about democratizing access to private market investments for non-institutional investors. She oversees marketing strategies across the full funnel, from user acquisition to building customer lifetime value.

Elisa believes in leveraging AI for content creation while maintaining brand authenticity. She emphasizes the importance of clear communication, especially in remote work environments.

With 16 years of experience, Elisa advises aspiring marketers to stay curious, adaptable, and focused on understanding consumer needs.

 

Check out Elisa Zoli Lai's thoughts on marketing

When it comes to what skills are important for those starting in marketing, Elisa shares:

"Adaptability, curiosity, proactiveness, flexibility, are kind of those evergreen skills that new hires, like, people that are new in the work ecosystem, specifically marketing need to understand."

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She also shares the importance of branding in financial services:

"Being a regulated company as well as in a very regulated sector, and you are dealing with people's investments, people savings, people's money, the big thing for financial services in general is building that trust."

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Elisa gives some quick advice about how marketers should approach their career development:

"Marketing is such a broad area nowadays where you probably need to figure it out what is the side of marketing that you enjoy the most. Start building that."

Elisa Zoli Lai Tweet

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