Apr 26, 2022
Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and distill their knowledge into 3-minute TED talks for your binge-listening pleasure.
Today's guest is Brian Chevalier-Jordan, VP of Marketing at Bond, a super hot fintech brand that enables organizations from any industry to embed next-gen financial products into their existing customer experience.
Brian is a self-described "fintech nerd". So my question for him is, "What are the top growth secrets of leading fintech brands?".
Show notes:
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At LendingClub, their superpower is direct mail, which sounds bizarre because it's so old school. But it's really powerful and has allowed them to become the largest personal lender in America.
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They've loaned out $1 billion dollars every month because of direct mail.
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You probably get a dozen pieces of email a day in your personal email inbox, but only one letter in your physical mailbox. When you get an offer for a loan of up to $40k in your mailbox it really stands out.
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One of SoFi's big secret weapons is TV. Right now, everyone is all about buying online video and OTT media because it's so targeted. But SoFi buys a huge amount of linear TV and it's extremely cheap.
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SoFi also has a "super app" that they can use to cross-sell customers. When someone applies for a bank account or a loan they give SoFi their social security number. SoFi then does a soft pull of that customer's credit to find out more about them.
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One of the things they strive for is a "magic moment" inside of the app where they can see someone's "financial self" and let that customer know they know something about them and can offer them a helpful service for it (e.g., "I noticed you have some credit cards, did you know you can refinance them with a personal loan?).