005 Jasper Martens
Group Chief Marketing Officer, PensionBee
Jasper Martens is Group CMO at PensionBee UK. He joined before a single line of code had been written and has been with the business for nearly a decade. In that time he’s built the brand from scratch and has led the company on its product and marketing journey from startup through its public listing and beyond. He’s currently based in New York where he’s setting up PensionBee US.
“Do NOT underestimate the power of good old linear radio.”
The interview
What’s your coffee ritual?
When I arrive at our New York office in the morning, I get a simple plain black filter coffee. No milk or sweeteners please.
What was your first marketing job?
I optimised a website for a beauty salon in Amsterdam when I had my own marketing agency. I know everything about microdermabrasion, soft laser and IPL therapy!
What finance apps do you have on your home screen?
I use Wise a lot as it’s my default card here in NY. I bank with Monzo, have an American Express card and use bunq for my Dutch account. And of course my PensionBee UK pension which I manage through our app.
Which newsletter, podcast, or book do you recommend most?
I listen to Fintech Insider and recommend reading Beyond Resilience by Leda Glyptis, which is about identifying patterns of success in fintech and digital transformation. But most of the time, I have non-work related podcasts on such as Help I Sexted My Boss.
What’s an underrated growth channel in fintech?
Do NOT underestimate the power of good old linear radio. Traditional radio tends to over-deliver, and is perfect for cheap brand repetition. As part of our overall mix it drives down the CPA on conversion channels.
What keeps you up at night?
Nothing. I get at least 7 hours in so I don’t have to worry about AI stealing my job. Solid sleep sets me up for the challenges I face every day as a financial marketer.
What are the most useful measurement tools you use in your work?
I’m currently using Looker (although it’s a bit clunky) for our daily funnel reporting, and dojo. to get relevant insights from our database.
What’s one fintech brand (other than your own) that’s getting marketing right?
Monzo’s social media team (especially Greg at Monzo) deserves a mention but I also quite like how Yonder is the David to Amex’s Goliath. I loved Starling’s sponsorship of the England women’s football team.
Why is marketing so hard?
Stepping into your target customers’ shoes and understanding where you can catch them in their decision-making journey is hard. The principles of marketing don’t really change, but the tools to do the job do, so you’ve got to have that eagerness to learn and explore new things.
Whose answers to the above questions would you most like to read?
Rachel Kerrone from Starling would be great to bring on! And Tom Davies from Yonder. Ah shoot, you already had him on.