08 / 10 · Industry intelligence
Financial Services / Fintech
Money products are chosen on trust and kept on clarity.
- Who decides
- Individuals or finance teams weighing risk, cost and trust.
- What creates trust
- Clear fees, plain language, regulated status, reliable support.
- What creates friction
- Jargon, hidden charges, long KYC, slow support.
What is changing
Digital onboarding has shortened the path to an account, and raised expectations for clarity.
Regulation shapes what can be promised; compliance is part of the creative brief.
Education content increasingly drives discovery for financial products.
Observed category patterns. Sourced figures are added only where a primary source supports them.
The customer
How fintech isactually chosen.
- Discovers through
- Search, comparison sites, content, peers and app stores.
- Evaluates on
- Safety, fees, regulated status, ease and reviews.
- Buys through
- App or web onboarding, or a sales conversation for B2B.
Customer journey
8 stages, and whereMaer intervenes.
Select a stage to see what the customer is doing and what we would change.
Channels that matter
KPI tree
From business objectiveto the decision.
Likes and reach are not a measurement system. Every metric here exists to change a decision.
Illustrative operating model
- 01Claims and compliance review
- 02Positioning
- 03Education content
- 04Onboarding UX
- 05Lifecycle
- 06Monthly review
A public, illustrative sequence. Not a client SOP.
Capabilities that matter here
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