Marketing leadership for financial services and fintech
Trust is the product. The brand has to earn it before the sales call.
In financial services every competitor claims the same three things: trusted, experienced, client-first. When everyone says it, nobody hears it. Buyers pick the firm that sounds like it understands their situation.
I work with leadership to find the real difference, put it into a position the whole company can repeat, and then build the site, the content and the campaigns that carry it. Strategy first, execution second.
As a Fractional CMO for financial services and fintech companies, I am usually brought in when the firm has grown past its brand. The product or the book of business evolved, the website still sells the first version, and the advisors or the sales team have quietly rewritten the pitch. Aligning those stories is leadership work, and it comes before any campaign.
Trust is built before the first call now. A prospect will read your site, search the firm, and increasingly ask an AI assistant who to consider. Firms that are clear about who they serve and what they believe get named. Firms that sound like everyone else do not. So the pages are built for both: a person deciding, and a machine deciding whether to cite you.
Brand identity, web design and development, content and thought leadership, SEO and AI search visibility, demand generation, campaigns, marketing technology and creative production all sit inside SliiceXR. One strategic relationship with me, and the resources to execute.
What Our Customers Say
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★★★★★
Catherine was instrumental in establishing our website. Of greater import, she greatly aided us in gaining market awareness and capitalizing on the market recognition we already had. Besides the website, Catherine hosted a weekly podcast wherein we shared our views and insights regarding significant developments in our industry and their short- and long-term implications for our business and our clients.
Joshua Barone, Principal Wealth Manager at Savvy· LinkedIn recommendation
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★★★★★
A few years ago I had the privilege of working with Catherine Oaks in the early stages of her Company, Image Base International. She is an inspiration. I love the way that she expresses her optimistic approach to any situation. Good or bad, Catherine just goes after it with a "Can Do" attitude. However, I think her greatest strength is her creativity. When we worked together, she always had an innovative, creative solution to any circumstance.
Chuck Sweeney, Owner at Chuck Sweeney Associates· LinkedIn recommendation
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★★★★★
Catherine has provided my company and several others with excellent work and has always done a great job and has been wonderful to work with.
Greg Lafayette· LinkedIn recommendation
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★★★★★
Catherine is an extremely talented and creative designer and marketing professional. The projects we have worked on together have been productive, profitable and enjoyable. I would relish the opportunity to work with Catherine again.
Tom Dawley, International Services Company· LinkedIn recommendation
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★★★★★
Catherine and the Team at SliiceXR are excellent to work with. They took the time to understand our needs, and execute our vision. Their constant support and patience in designing and adjusting a website that works for both our customers and employees has helped transform our business.
Andy Zafiropoulos, LibertyCFS· Client testimonial
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★★★★★
I've had the ongoing pleasure of working with Catherine on many projects and it's been a genuine delight. She is a wonderful, creative person with a deep appreciation for and understanding of marketing.
Rick Sametz· LinkedIn recommendation
How we help Financial Services and Fintech
Web Design and Development
For financial services and fintech firms that want a website buyers trust and act on, without the same old claims.
SEO
Your prospects check your site, search results, and AI assistants before they call. This page covers what SEO looks like when compliance, positioning, and trust come first.
Brand Identity
Your financial services or fintech brand needs to work as hard as you do. Here's what a brand identity that fits looks like.
Creative Production
How to make your firm’s creative assets as credible as your advice, from investor decks to thought leadership videos.
Digital Campaigns
The page for a financial services or fintech leader who needs campaigns built on proof, not the same old claims.
Marketing Technology
You're in financial services or fintech, and you need CRM, automation, and tracking that fit how your buyers actually decide. This page covers what that looks like, start to finish.
Content
You are in the right place. This page covers what content should look like for financial services and fintech, in plain words.
Demand Generation
You need demand generation that fits how financial services and fintech buyers decide. This page covers what that takes.
Common situations for Financial Services and Fintech
Specific situations we go deeper on for Financial Services and Fintech. Tap one to see the full answer.
Content
Does content marketing work for B2B
Creative Production
What an investor pitch deck should include
Demand Generation
What brand to demand means
Marketing Technology
Do we need a CRM
Brand Identity
Why rebrands fail
Brand Identity
Brand identity vs a logo
Brand Identity
When to rebrand a company
Web Design and Development
Your website sounds like your competitors
Web Design and Development
How often a company should redesign its website
Web Design and Development
Why your website is not generating leads
Content
What a CEO should post on LinkedIn
Content
What thought leadership content actually is
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Read more →Frequently asked questions
How does a financial firm stand out when every competitor says trusted and experienced?By finding the real difference and saying it specifically: who you serve, what you believe, what you refuse to do. Specific beats safe. I work that out with leadership before anything is designed.
Is thought leadership worth it for a financial services firm?Yes. Prospects check you out before they call, and a leader with a clear point of view is the strongest trust signal there is. It also gets the firm named by AI assistants.
Our product has outgrown our brand. Where do we start?With the position. Decide what the company is now and who it is for, align sales and marketing on that one story, then rebuild the site and the content from it.
Do you handle compliance review?The copy is built on what you can say, and every claim comes from you. Your compliance process reviews it like anything else. Nothing is invented.