056 Nicole Breforth
Head of Communications, Raisin
Nicole Breforth is the Founder and CEO of Breforth Communications - a communications consultancy for fintechs, working with clients like NAO, iwoca, and Taxfix. She was previously Head of Communications at orderbird and Raisin.
“Clear positioning beats clever campaigns every time.”
The interview
What’s your coffee ritual?
French press with milk, paired with my morning fintech newsletter stack. That’s my balanced breakfast.
What was your first marketing job?
Selling old toys and Mickey Mouse comics at the market as a primary schooler. Best lessons ever in pricing, positioning, and direct selling.
What finance apps do you have on your home screen?
ING, NAO, Raisin, Consorsbank for saving and investing. Vivid and Lexware for business. Plus some crypto relics: Binance, Coinbase, and CoinTracking.
Which newsletter, podcast, or book do you recommend most?
Finanz-Szene - gossipy but sharp. Internationally: Bloomberg’s Morning Briefing Americas.
What’s an underrated growth channel in fintech?
PR and content - most brands underinvest until paid channels plateau. Resilience takes time to build.
What keeps you up at night?
My kids climbing into bed at 3am. Everything else I can handle.
What are the most useful measurement tools you use in your work?
Impact-driven OKR metrics tailored to each client’s goals. PR is notoriously hard to measure but, for example, one well-placed feature drove six-figure retail investments for a client. Proof enough.
What’s one fintech brand (other than your own) that’s getting marketing right?
Wise. Radically transparent about fees when banks were hiding them. Clear positioning beats clever campaigns every time. Kudos to Thomas Adamski.
Why is marketing so hard?
Everyone defines it differently. Performance is measurable and controllable. Brand and PR play a longer game - harder to attribute, impossible to ignore.
Whose answers to the above questions would you most like to read?
Burkhard Henn. He turned WeltSparen into what is now Raisin, built an international European-US brand, and keeps making bold calls. Most recently: AI commercials with an original German jingle.