052 Chantal Swainston
Founder, The Heard
Chantal Swainston is Founder of The Heard, the women in fintech spokesperson index, which helps organisations create more diversity in panels, podcasts, and projects. She has over a decade of tech and fintech PR experience, including three and a half years at Wise.
“Everyone consumes it so everyone thinks they can do it.”
The interview
What’s your coffee ritual?
Nescafé Azera Intenso and two sweeteners. I’m not too fussy with coffee which isn’t very fashionable these days. I also drink at least three before midday which is probably even worse.
What was your first marketing job?
I had a PR internship at Consolidated PR after I graduated from university, and fell in love with the pitch. I’m still in touch with two former bosses and a client from those early days, so I’m always grateful for the network it helped me build.
What finance apps do you have on your home screen?
Intuit QuickBooks, Lightyear, PensionBee UK, Monzo, Yonder, J.P. Morgan Investing, NatWest... Tell me you work in fintech without telling me you work in fintech.
Which newsletter, podcast, or book do you recommend most?
For industry, it has to be the 11:FS Fintech Insider podcast. The news episodes feel like getting a seat in a really useful meeting you almost didn’t make the cut for. I studied literature and love books, so for that I’ll say George Orwell’s The Road to Wigan Pier. It’s a brilliant analysis of poverty and society in working class northern England in the 30’s. Some frighteningly sharp observations that you can see playing out in modern England today. “Those who don’t learn history” and all that.
What’s an underrated growth channel in fintech?
Employees as ambassadors. I’m seeing a rising trend in tech companies paying their staff to post on LinkedIn and build their profile. Shows how much we value the human story even in B2B. Viva la influencer!
What keeps you up at night?
The decimation of media publications, and brilliant journalists not having stable roles. The Fourth Estate is essential to a functioning society, and we all need to spend more money on our news to keep it that way.
What are the most useful measurement tools you use in your work?
Ten years ago, I used to measure a piece of coverage in print using a piece of acetate with 1cm square boxes on it. I’d then use that figure, and the cost of an advert to calculate the cost of said piece of coverage in said publication. I’d say anything but that.
What’s one fintech brand (other than your own) that’s getting marketing right?
PensionBee’s podcast I think is one of the best ‘owned’ media fintech examples out there. It’s consistent, they’ve invested in it well, and they’ve done it for a long time. Far too often companies only do their owned content series for a year or so and then consider it a failure. It’s not long enough to make an impact.
Why is marketing so hard?
Everyone consumes it so everyone thinks they can do it.