Serving the Underserved: TransferGo CMO Shares Customer-Centric GTM Strategies
by Jonny Steel
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What you'll discover
when watching Jonny's story
- Understand your customers deeply through surveys, data analysis, and direct interactions to address their pain points effectively.
- Continuously learn from various sources, including junior team members, and be willing to challenge and be challenged.
- When launching new products, focus on getting customers to use them quickly to gather real-world feedback and improve.
- Set clear priorities and use frameworks like OKRs to ensure the entire organization focuses on what matters most.
- Be open to new opportunities and willing to step out of your comfort zone to grow your career.
- Build diverse teams with complementary skills and empower them to make decisions.
- Build trust and differentiate your brand, especially in competitive industries like fintech.
Meet Jonny Steel - CMO @ TransferGo
Jonny Steel is the Chief Marketing Officer (CMO) at TransferGo, a global fintech powering financial services for people on the move. With over 20 years of experience in marketing, Jonny has spent the last decade in the fintech space.
Prior to TransferGo, Jonny spent 9 years at Payoneer (Nasdaq: PAYO), where he helped grow the company from a startup to a publicly-traded global business.
At TransferGo, Jonny leads marketing efforts to provide migrants communities and international businesses across Europe with faster, fairer financial services.
Jonny’s career journey showcases his willingness to embrace new challenges and step out of his comfort zone. He transitioned from consumer to B2B SaaS and finally to fintech, always driven by curiosity and a desire to serve underserved markets.
Check out Jonny Steel's thoughts on customer-centric growth in fintech
When it comes to the importance of understanding customers in fintech, Jonny Steel shares:
"You absolutely need to know your customers inside out. It starts with data, but it's more than that; it’s about deeply understanding who they are, what their pain points are, and how you can address their needs. When you know your customers well, you can build products and campaigns that truly resonate and drive long-term loyalty."
He also shares the role of branding in fintech:
"In fintech, trust is everything because you’re dealing with something as sensitive as people’s money. If customers don’t trust you, you’re not going to be able to grow or even acquire them in the first place. Building a trustworthy brand requires transparency, consistency, and always putting your customers first."
And how he manages priorities in marketing:
"Success in marketing isn’t just about creativity or vision—it’s about executing effectively. And effective execution starts with setting the right priorities. Businesses that know how to prioritize their efforts can focus their energy where it matters most, delivering impactful results consistently."
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