for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
Varo Money is bringing bank fees and financial health into its marketing
Another fintech startup is casting bank fees in its marketing.
Varo Money has been targeting customers of big banks whose fees they’re tired of having to understand and pay. Despite its appeal to potential customers to switch to Varo, its ads don’t call out specific companies, as some of its peers do.
“Customers have different reasons for wanting to switch banks,” said Emily Brauer Gill, director of brand and communications. “Our ethos is not to be overly aggressive.”
Varo’s ads promote a no-fee, all-in-one banking solution aimed at millennials, though its core messages speak to a broad swath of the public. Its digital ads can be found on social media platforms including Twitter, Facebook, Instagram, and Pinterest and it maintains a content marketing site called Money Diaries, which includes videos featuring customers’ personal experiences with money along the way to personal and professional success. The company, which has been ramping up efforts to build its brand, also hired a chief marketing officer, Carl Gish, who joined last week.
More in Marketing
CMOs continue their uphill climb in the eyes of their CEOs: Boathouse study
Where 68% of CMOs are seen as actively contributing to strategy and strategic decisions, only 8% are perceived as actually leading it.
Advertisers are flying blind on ChatGPT ads — Adthena wants to change that
Adthena has launched ChatGPT AdBridge — a tool which aims to turn clients’ existing Google Ads accounts into ready-to-run ChatGPT campaigns.
Marketers join OpenAI’s ad pilot, nudged by FOMO
Weeks into the offering going live, it’s unclear if the tech company’s ad platform offers real value to marketers.