#27 Maximilian Meyer - CMO of Scalable Capital on Building Europe’s Next Investment Culture

Why do nearly half of European household assets still sit in cash while retail investors in the US continue compounding wealth through the markets?This week we sat down with Maximilian Meyer, Chief Marketing Officer of Scalable Capital, one of Europe’s leading investment platforms with more than one million clients and over €50 billion in assets.Before joining Scalable, Max founded his own startup in his early twenties and later worked at Fidelity International, giving him a perspective that combines entrepreneurship, institutional finance, and modern fintech growth.In this conversation, we explore how Scalable is trying to change investing behavior across Europe - not just through products, but through branding, education, and cultural relevance.We talk about:​Why Europe still struggles with a deeply rooted cash-saving culture​Building trust in financial services and making investing accessible​The psychology behind retail investing and first-time investors​Scalable’s bold billboard campaigns and the strategy behind controversy​Why out-of-home advertising still matters in a digital world​The role of YouTube, finfluencers, and financial education​Expanding a fintech brand across different European markets​AI, personalization, and the future of financial communicationMany thanks to Max for the insightful conversation.