Unleashing Billions in Fintech through Human Centrality

“The undisputed leader in Digital and Commerce enablement will create a collaborative future for investors, advisors, and technologists that is Insightful, Assuring, and Personalized.”

_{*DISCLAIMER: I AM NOT PAID BY COMPANIES MENTIONED HERE UNLESS OTHERWISE STATED. COMPANIES OF WHICH I OWN EQUITY IN WILL BE DISCLOSED IF MENTIONED FOR FULL TRANSPARENCY. OPINIONS SHOULD NOT BE TAKEN AS OFFICIAL ENDORSEMENTS OR INVESTMENT ADVICE.}

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Backgrounder:

Digital and Commerce enablement is undoubtedly the future of Finance, helping leapfrog decades of technology debts and daily transaction and holding needs. But this future is deeply entangled with the lives of individual investors, advisors, managers, and technologists, as automation and augmentation lead to evolution and shifts of jobs and functions, and a new generation of digital native investors.

Major industry shift is coming:

Workforce

• McKinsey predicts that 30% of hours worked globally may be wiped out by 2030.

• 7-10 percent of tasks in the financial services workforce could be automated by 2025, while 43-48 percent could be augmented with technology.

Individuals

• An estimated 70% of heirs are expected to fire their parents’ investment advisors after receiving their inheritance. Who will the next generation turn to for advice?

• In light of record-breaking inflation and a precarious global economy, adults in the U.S. are stressed about money at the highest-reported level since 2015.

Growth

• Wealthtech startups have a long runway for growth, with a large potential ($2T) market to mine by 2027.

Lost opportunity across the digital finance industry

There is a huge disconnect between digital finance companies and their daily users (investors, advisors, etc) who are feeling excluded from the future. Companies focus on traditional PR playbooks that talk about themselves, their latest achievements, new hires, AUMs, milestones, and tech speak around their ability to leverage AI and data.

A quick glance at the brand, PR, and content strategies across the digital finance landscape including Addepar, Broadridge, Envestnet, and InvestCloud reveal lost opportunities by only deploying top down tactics to reach C suite and technology decision makers.

Fintech and Wealthtech marketers largely neglect their primary audience which result in poor engagement metrics for companies that manage trillions in assets.

Drive market share by increasing brand affinity

To become the undisputed market leader, Fintech SaaS companies need to:

Marketers need to emphasize the people that interact with their products daily, showcasing how users prefer to use their platform rather than repeating technical tips on navigating AI and company press releases.

Untapped Value Opportunities

1. Unlock the new financial services workforce

Co-create the future of digital investment experiences will unleash maximum value by focusing on things that A.I. (automation) and humans do best together.

• Provide early access to technology and tools leveraging the modular nature of cloud technologies to offer multiple on ramps.

• Offer educational resources and experiences to help navigate or co-design new workflows and maximize digital offerings, data and analytics. Go beyond training and onboarding workshops of company software.

2. Wealth empowerment for digital natives

Digital experiences unlock investor diversity and growth, especially those who will soon enter the workforce to generate high brand ROI.

• Create a digital-first, omni-channel approach that mirrors how new investors make decisions, whether through video calls, chat, or social media.

• Share best practices to leverage digital investment offerings and tell stories of a new generation of investors (female, BIPOC, Gen Z, Gen Alpha, etc).

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