Welcome to the Marketing Technology Podcast, hosted by Elias Crum (digital strategist and owner of Marketing Guys). The Marketing Technology Podcast is brought to you by Marketing Guys, the #1 Martech agency in Europe.   In today's episode, we have the privilege of having Ryan Sonnenberg, Director of Marketing at SavvyMoney, with us. In this podcast episode, Ryan will be discussing why fintech is special for marketers, which channels work best for fintech marketers, the changed buyer journey, and the tools that WebSavvy uses in their martech stack.   Ryan Sonnenberg, a leader in fintech marketing, begins by sharing his insight on why fintech is special for marketers. According to Ryan, fintech is unique because it touches people's everyday lives in ways that no other technology does. Money is an emotional topic for most people, and therefore, the opportunity to make a significant impact on people's lives is very high.   When asked which channels work best for fintech marketers, Ryan emphasized that data-driven decisions should drive every marketing channel decision. However, email and paid media (especially LinkedIn ads) have always been high performers for fintech marketers. Fintech companies are heavily regulated, so it's essential to ensure that all communication with customers is compliant with regulations. .   The buyer's journey has undergone significant changes in the past years. Ryan shares that it's now essential to take a customer-centric approach to create an enjoyable and smooth journey. People are now seeking human connections when it comes to their finances. This need to personalize the journey has forced many fintech companies to pivot to a more people-centric model, which has been essential for attracting and retaining customers.   Ryan shares that SavvyMoney uses an integrated tech stack to achieve maximum ROI. SavvyMoney's martech stack is centered around its SalesForce.com platform which helps in understanding customers better. Their stack also includes Salesforce, website analytics, email automation, and CRM systems, to mention a few. SavvyMoney's stack is geared towards the best user experience, from acquiring customers to converting them to loyal clients.   We hope you found value in today's podcast and gained some insight into the world of fintech marketing. Till next time, happy marketing!   LinkedIn Ryan: https://www.linkedin.com/in/ryantsonnenberg/  Website SavvyMoney: https://www.savvymoney.com/  ** Are you a Martech Enthusiast? Subscribe to our 2-weekly newsletter at clubmartech.com ** If you want to be on this podcast or would like to know more about Marketing Technology, visit our website at marketingguys.com or contact Elias Crum at [email protected]