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Hey, fintech fam! 💜

Welcome to the first week of 2025! I hope the flood of “circling back” emails hasn’t drowned you yet (and if it has, trust me, you’re not alone).

This year is shaping up to be one of major growth, particularly with the second-annual Fintech Is Femme Leadership Summit—and we’re thrilled to officially be a part of New York Fintech Week on April 23.

Want to speak? Reach out—I’m still curating the agenda.

Interested in sponsoring? My team would love to hear from you at [email protected].

Pro tip: Early bird tickets are already flying; we only have 50 available. Don’t miss out!

Now, onto today’s column.

IMPACT

Is 2025 the Year Fintech Enters the Cultural Zeitgeist?

If you were to ask pedestrians in Washington Square Park what “fintech” is, the majority would likely have no clue. Even if they do, naming a fintech company might pose a challenge.

Our friends at Empire Startups put this theory to the test ahead of New York Fintech Week last year, and the results were surprisingly revealing—spoiler alert: most people didn’t know what fintech is.

It’s puzzling to me, especially considering that fintech is everywhere. If you’ve seen an ad on a subway ride, at an airport, on a bus, or on a massive billboard in Times Square, you’ve witnessed fintech marketing in action. 

These efforts signal a clear intent: the industry is trying to move into the mainstream. 

In fact, fintech advertising spending has surged by an average of 45% year-over-year over the past three years, according to data reported by Bloomberg.

These ads are gaining visibility, and they’re signaling a shift toward positioning fintech companies as part of a broader, more accessible financial ecosystem—one that goes beyond the early-adopter digital natives and appeals to a new wave of everyday consumers and entrepreneurs who are increasingly comfortable with tech-based financial services.

But here’s the real question: What does this rapid growth and shift mean for fintech, and how will it impact what you’re building?

From Niche to Mainstream

The significant increase in advertising spend comes at a pivotal moment. Fintech companies, ranging from payment platforms to neobanks, have reached a new level of maturity. These aren’t just pet projects of ambitious founders or high-risk investments for venture capitalists anymore. 

These companies are positioning themselves as household names. They’re expanding their customer bases, diversifying product lines, and preparing for IPOs or potential acquisitions.

Take Brex, for example. Known for its corporate credit cards and expense management capabilities, Brex has been rolling out out-of-home campaigns since 2017.

What began as a startup niche offering has evolved into a broader strategy for businesses of all segments and sizes. Its recent messaging—positioning itself as a unified spending platform—signals a shift toward its addressable market growth.

Other companies, such as Ramp, Mercury, and Klarna, have also jumped into the marketing race. While it’s no surprise to see direct-to-consumer neobanks like SoFi teaming up with the NBA or Chime collaborating with celebrities and influencers, what’s noteworthy now is that B2B fintech companies are following suit.

But instead of leaning on famous faces, these companies are turning the spotlight onto their customers—startup founders who are striving to scale.

This signals that fintech is becoming a cultural force in more ways than consumer banking.

The Women in Fintech Shift

As I observe this evolution, I feel validated. For years, I’ve advocated for fintech companies to play a more prominent role in the cultural zeitgeist. But now, there’s a noticeable shift.

Women are actively reshaping fintech’s future in terms of products and messaging.

As explored in my book, Fintech Feminists, history has often treated men as the default and women as the exception. In financial services, this assumption has led to systems that overlook women’s unique needs. 

But now, the fintech industry is beginning to see women as consumers to target and as powerful forces driving innovation.

Women represent nearly half the workforce and a growing share of business ownership. According to the 2024 Wells Fargo Impact of Women-Owned Business Report, women-owned businesses generate $2.7 trillion in revenue and employ millions.

Fintech companies led by women empathize with the unique financial needs of female consumers, creating products that address these needs in ways that traditional institutions often overlook. 

Take Alinea Invest, for example, an AI-powered investing platform targeted at women and younger generations that has surpassed 850,000 downloads.

This shift toward recognizing women as a key demographic is monumental—not just for gender equity but also for tapping into a massive, underrepresented market.

As fintech companies tailor their products to serve women better, the industry becomes a critical player in enabling economic independence for women at every stage of their business journey—from startup to scale-up.

The rise of women-led fintech firms is the key to the industry breaking into the cultural zeitgeist.

We’ve already seen how women are reshaping other industries—look no further than Beyoncé’s record-breaking Renaissance tour or the cultural phenomenon that was Charli XCX’s Brat. 

These examples highlight the immense economic and cultural influence women wield.

Fintech is poised to harness that influence, creating solutions that support women financially and, in doing so, reshaping the broader financial ecosystem.

Women-led fintech companies are uniquely positioned to create solutions that speak directly to their target market.

The insights these women bring into their product designs and business strategies are key to meeting the evolving demands of women entrepreneurs.

Fintech, when driven by women, has the power to create products that not only help women build their businesses but also embolden them to take control of their financial futures. 

This, in turn, fosters an environment where women’s influence on the economy and culture continues to grow—ultimately helping fintech become an integral part of the cultural zeitgeist.

The Regulatory Tightrope

But let’s not sugarcoat things—there are still significant challenges. Growing scrutiny of fintech, especially regarding hidden fees and partnerships with traditional banks, remains a pressing issue. 

Scandals like the collapse of Synapse Financial Technologies have exposed some of the industry’s weaknesses, from transparency to consumer protection.

That said, there’s potential for a friendlier regulatory environment, which could open up new opportunities, offering more room to innovate and reignite public listings, which have been mainly dormant in recent years. 

Klarna, Chime, and Navan IPO announcements in 2024 could catalyze others to follow suit, signaling that fintech’s maturation is just beginning.

How It Impacts What You’re Building 

Fintech entrepreneurs and business leaders have to be storytellers.

As fintech evolves from a niche industry to a mainstream one, the growing consumer demand for inclusive and innovative financial solutions for their personal and professional needs will likely redefine how businesses engage with technology, payments, and financial services. 

For those building products or services in this space, there’s a powerful opportunity to meet the demands of an increasingly diverse, tech-savvy, and inclusive market.

If you’re leading a startup or established business in the fintech sector, now is the time to think about how your products or services align with the changing demographics of consumers—and who those consumers really are. 

As more women enter entrepreneurship, accumulate wealth, and continue to dominate spending, your business must be attuned to women as consumers and business leaders. Offering solutions that cater to their financial needs—whether through accessible tools, tailored products, or inclusive platforms—could give you a competitive edge.

The shift toward fintech as a cultural force means that your marketing and outreach strategies must evolve.

The tools and services that fintech provides must be functional (obviously) and resonate with people on a cultural level.

This means understanding the role of fintech in the broader conversations about financial independence, inclusivity, and empowerment—key topics driving today’s cultural trends.

The growing mainstream adoption of fintech—and the increasing recognition of women’s financial needs and leadership—should influence how you approach product development and market strategy.

This is your opportunity to be part of an industry on the cusp of cultural transformation.

Bottom Line

As fintech companies continue to diversify and expand their mass-market appeal, they must broaden their reach and address the needs of the groups genuinely driving the cultural conversation—namely, women.

With increased marketing spend, a greater focus on inclusivity, and potential regulatory changes, fintech is poised to take its rightful place as a significant cultural force—not just for the tech-savvy but for every entrepreneur, business owner, and person seeking financial freedom.

The question is no longer, “When will fintech go mainstream?” It’s “How will fintech reshape the future for all of us?”

And as we look ahead to 2025, one thing is for sure: we’re about to see fintech in ways we’ve never seen before.

_{WTF ELSE?}

• Fintech: $1.8B Australian bid 

• Payment card fraud losses approach $34 billion 

• Cathie Wood just doubled down on her $1M price forecast for Bitcoin 

• How $84 trillion wealth transfer can drive digital transformation in payments and wealth

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_{I WANT IT, I GOT IT}

• 📰 Today’s Read: Picked up the Rise and Decline of Patriarchal Systems: An Intersectional Political Economy by Nancy Folbre while thrift shopping.

• 🍿 Today’s Watch: Loving the first season of Mr. & Mrs. Smith on Amazon.

• 🌍 Today’s Listen: ICYMI: A perfect New Year’s kickoff episode of Humans of Fintech is my interview with the Founder and CEO of HerFirst$100k, Tori Dunlap. Tune in here.

_FINTUNES

🎵 Ruby Ibarra - Bakunawa ft. Ouida, Han Han & June Millington

Loving this live jam session. Big thanks to my friend, Daniel Crosby, for sending my way.

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🎤 Host an epic event by booking me as a speaker, moderator, or emcee.

📚 Increase your expertise by ordering your copy of my book, Fintech Feminists: Increasing Inclusion, Redefining Innovation, and Changing the Future for Women Around the World.

That’s all for now! See you Thursday!

Love,

Nicole 💜