054 Araminta Robertson
Founder & Managing Director, Mint Studios
Araminta Robertson is the Founder and Managing Director of Mint Studios, a content studio working with fintechs like Yapily, Fintel Connect, and Zai. She’s also the Co-Director of The Fintech Marketing Hub CIC and has been instrumental in building the community.
“Leaders often treat it like sales, expecting quick results.”
The interview
What’s your coffee ritual?
I love my coffee in the morning to sip on during the first hour of work, usually a black coffee made with a moka pot or french press (with a drop of honey).
What was your first marketing job?
Working for a B2C fintech in Barcelona! I used to have my own personal blog on finance and when they found it they hired me a few weeks later. I was in charge of managing and growing their blog in three different languages (English, Spanish, and Catalan). Little did I know that this experience would later shape how we now help companies turn blogs into a key revenue channel!
What finance apps do you have on your home screen?
Starling, Wise, ANNA Money, Nationwide Building Society, Vanguard, Trading 212, Mercury - my whole financial life is in these companies!
Which newsletter, podcast, or book do you recommend most?
I read Deep Work by Cal Newport at 18 and it completely transformed the way I work - I still adhere to his principles today. For marketing / sales, I love all the content April Dunford creates, especially her book Sales Pitch (which is still very applicable to marketing). And of course the Fintech Marketing Lab podcast ;)
What’s an underrated growth channel in fintech?
Since I work in content… I will say Bottom of the Funnel (BOFU) content distributed via SEO and LLMs. When people think of SEO they still think of targeting high level terms that are often too competitive, like “money transfer app”. The real goldmine is very BOFU queries that few people search but are so high intent that the conversion rate is massive. I’m still astounded at how few people do this in content, especially in B2B. With LLMs, it’s the same story: targeting the BOFU prompts with content is where you’ll see the biggest impact. Everyone seems to be focused on Reddit when this is what we’ve seen have the most impact.
What keeps you up at night?
How isolated we’re all getting due to social media and phones. It makes me really sad that so many people now choose TikTok / Instagram / Netflix over spending real time with friends, and that these platforms have encouraged us to become more self-centred while also polarising our politics. I believe we’ll eventually find our way back to each other, though I don’t yet know how.
What are the most useful measurement tools you use in your work?
Controversial to some, but I still love HubSpot. There is no other marketing tool that allows you to track the pages people visit with such clarity, and still connect it to sales metrics like opportunities and revenue created. The other tool I love is WhatConverts - if you don’t have HubSpot, this is a fantastic tool to understand how people are interacting with your website.
What’s one fintech brand (other than your own) that’s getting marketing right?
As a content marketer, I always look at a company’s content to evaluate their marketing. Unit, a US-based embedded finance provider creates some of the best B2B fintech content I’ve seen. It’s just very well written and well explained, which is very hard to do in a highly regulated, complex sector like embedded finance.
Why is marketing so hard?
I honestly think it’s because many people don’t understand it. Leaders often treat it like sales, expecting quick results. Some marketers often treat it as just brand awareness, when it really does need to connect to revenue. It’s a complex discipline that sits at the intersection of revenue, reputation, and the trust of both prospects and existing customers. That complexity is why I love it.