044 Loïs Mills
Senior Content Lead, Yonder
Loïs Mills is Senior Content Lead at Yonder. She has been at Yonder for nearly three years and has been instrumental in building their brand. She was named in BLUP®’s #BLUP50 list of top creators, and founded Gut Instinct.
“Because everyone thinks they can do it, but no-one’s willing to invest (properly) in it.”
The interview
What’s your coffee ritual?
Oat flat white. Always. I like to think I was on them before it became an East London trope but realistically, that’s not true.
What was your first marketing job?
I’ve been “doing marketing” since I was a kid. My mum invented a holiday game for me and my five siblings called “the advert game” where she would hand us an inanimate object, and we’d each have five minutes to go away and prepare a brand name and advert for said object. I remember one time marketing a remote control as a “skin smoother with multiple functions”. I think I won that round.
What finance apps do you have on your home screen?
Belong, Moneybox, Monzo, Starling, NatWest, Barclaycard, Emma - we are hiring! and most importantly, Yonder, obviously (can we do self-noms?). My 2026 mission is to sort my shit out, financially and start investing, finally.
Which newsletter, podcast, or book do you recommend most?
Link In Bio by Rachel Karten is the Holy Grail.
What’s an underrated growth channel in fintech?
Anything community-centered for long-term growth. Organic social, events, newsletters. It’ll take seconds for a new player to enter the market and steal your “customers” if you fail to invest in making them fall in love with your brand.
What keeps you up at night?
Reporting on organic content. If anyone has solved this, DM me. And not with another ‘semi good but actually kind of shit’ tool - I’ve likely tried it already.
What are the most useful measurement tools you use in your work?
Amplitude for all things data, data, data and Hootsuite / Later for social measuring and reporting.
What’s one fintech brand (other than your own) that’s getting marketing right?
Bilt in the US. Their series Roomies is magnificent and captures the zeitgeist of brand content right now.
Why is marketing so hard?
Because everyone thinks they can do it, but no-one’s willing to invest (properly) in it.
Whose answers to the above questions would you most like to read?
James Wallis, Head of Content Marketing at NatWest Group.