In this episode, Araminta interviews Zach Dioneda, VP of Brand Marketing at Public, discusses how the multi-asset investing platform deliberately rebranded to look more mature, shifting its competitive set from neo-brokers to legacy firms like Schwab and Fidelity by positioning Public as a serious, premium, digital-first investing platform. He explains how years of product expansion since 2022 set the stage for the early-2025 rollout, and how marketing supports longer consideration cycles with a trust-building mix of placements while avoiding incentives that can cheapen the brand. Dioneda also describes engaging younger audiences through authentic online presence, including active Reddit participation by Public leaders.
Key topics include:
- Why Public repositioned against Schwab and Fidelity instead of the other newer brokers
- How they build trust across a longer buyer cycle
- Why they're careful with the incentives of growth hacks that can cheapen a brand
- How they made a TV ad almost entirely with AI
Useful links:
Find Zach Dioneda on LinkedIn:https://www.linkedin.com/in/zach-dioneda-36b6989/
Find Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/
Mint Studios website: https://www.mintcopywritingstudios.com/
For show notes and more information about guests, head to:https://www.mintcopywritingstudios.com/podcast
This episode was produced by Orama - a video and podcast studio for B2B Fintechs.:
https://orama.tv/
About Araminta Robertson:
Araminta is the Co-Director of the fintech Marketing Hub and Founder and Managing Director at Mint Studios, a content marketing agency that helps financial services and fintech companies acquire customers and position themselves as experts with content marketing. She also co-manages the 2,000+ person fintech Marketing Slack group, is the host of the Market Like a fintech podcast and co-runs the fintech Marketing Hub's events and conferences.
About Fintech Marketing Lab
Fintech Marketing Lab is a podcast hosted by Mint Studios, a content marketing agency specialized in the fintech and financial services industry. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the boundaries of brand, strategy and team building.
Timestamps:
00:00 Intro
00:38 Meet Zach at Public.com
02:06 Rebrand Goals and Speed
03:06 Threading Trust and Innovation
05:54 From Social App to Platform
07:34 Tipping Point End of 2024
09:18 Who Public Is For
12:48 Marketing Shift and Media Mix
15:50 Trust Building and Incentives
20:34 Gen Z Credibility Signals
26:21 AI Products Generated Assets
33:35 AI Marketing and Staying Close
