Creating Content, Building a Tribe and Attracting Top Talent in the Fintech B2B Space | Helen Owen, VP of Marketing at Tribe Payments

Managing the brand of a B2B fintech isn’t always straightforward.

As a brand, you want to have enough personality that the other fintechs you’re targeting want to work with you. But you also have to be professional enough so incumbents and larger players will take you seriously.

Many B2B fintech companies are often too corporate or dull. While others are too playful and immature. But Tribe Payments seems to have found the balance. And today, I’m lucky enough to be chatting with their VP of Marketing, Helen Owen.

Tribe is a B2B fintech company that does payment processing for issuers, acquirers and fintechs, as well as Open Banking APIs, fraud and risk monitoring and a lot more. With Helen, we chat about Tribe’s core target audience and her approach to creating content for them, how Tribe is standing out and cutting through the noise (and why they love being a Tribe), and finally the current challenges with hiring and how Tribe is attracting talent.

In today’s episode, you’ll further hear me experiment with a different structure where we focus on three key aspects of marketing a fintech company: customer acquisition, messaging/branding and hiring/building a team. I’d love to hear any feedback on what you think of this approach.

Tribe Payments: https://www.tribepayments.com/
Tribe Payment Fintech Five by Five report: https://www.tribepayments.com/fintech-5x5-report-summer-2021
Helen Owen on LinkedIn: https://www.linkedin.com/in/helenowenem/