Every Tuesday, one fintech brand. Why did it work?
Forget funding rounds and valuations. I care about the brand.
What it was before.
The decision that changed it.
What it did.
What you can borrow for yours.
One idea. Five minutes.
Who writes this
I’m Imo Babics. I learned brand building in entertainment (Universal, Xbox, PlayStation) and then applied it to money.
15+ years in fintech
Helped take Bitpanda from 100,000 users to over a million
Named one of the Top 30 Most Influential Fintech Marketers 2026
What I look for
A brand that stands for something. A clear feeling, a point of view, a tribe that wants to belong. When it’s there, you can feel it. And it’s more fun to study than any campaign deck.
Who it’s for
Founders, CEOs and CMOs at European fintech and crypto companies, and the people who hire them.
What’s in every issue
The story
Why it worked
My take
One practical way to use AI in brand work
Know a brand I should look at? Hit reply.
