What does it really take to build and scale a successful fintech? Sally Baker is joined by fintech growth and marketing leader Nikolay Sabev to explore the fundamentals founders need to get right before scaling — from achieving product-market fit to building trust, brand and compliance foundations that last.
Topics covered:
What defines a “successful fintech” in 2025 Why trust and compliance must come before growth The role of brand and marketing from day one How to scale effectively by fixing internal infrastructure Collaboration between product, marketing, and compliance teams Balancing demand generation, education, and brand building The growing importance of personal branding for founders and C-suite leaders Lessons from Revolut, Monzo and others on growth with governance Messaging for B2C vs B2B fintechs — emotional vs rational appeal Why understanding the product is a marketer’s superpower Nikolay’s three founding principles for any new marketing department
If you’re a fintech founder or marketer looking to strengthen your foundations and scale with purpose, this episode offers clear, practical advice on how to build a business that lasts — not just one that grows fast.
Useful links: Connect with Nikolay Sabev on Linkedin: https://www.linkedin.com/in/nikolaysabev/ Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/
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