How Fintechs Do Content: Building Trust with 200 Touchpoints at Thunes | Mathieu Limousi - Chief Marketing Officer at Thunes

Araminta speaks with Mathieu Limousi, CMO at Thunes, about why fintechs underinvest in marketing until fundraising and why trust and education are central in payments. Mathieu explains Thunes’ content strategy across webinars, blogs, social posts, and press packages. They discuss using AI for topic discovery and data analysis with human oversight, taking control of the narrative, and measuring content via account-level consumption across 200+ touchpoints. Key topics include:Why fintechs underinvest in marketingHow thought leadership builds trustHow one report fuels months of contentHow to measure complex content journeys Useful links:How Fintechs Can Win in AI Search webinar: https://www.mintcopywritingstudios.com/ai-search-report Mathieu Limousi on LinkedIn: https://www.linkedin.com/in/mathieu-limousi/ 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 - thought leadership videos and podcasts: https://orama.tv/ About Araminta Robertson:Araminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies. About Fintech Marketing Lab Fintech Marketing Lab is a podcast hosted by Mint Studios,an agency that turns content into measurable pipeline for fintech and financial services companies. 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 intro01:09 Episode Setup and Guest Intro04:20 Baking in Austin Icebreaker05:11 Why Fintechs Underinvest Marketing08:49 Thunes Content Strategy Overview11:12 Cornerstone Reports to Content Engine13:40 Juniper Research Case Study16:53 Trust Building and What Not to Do21:59 Crisis Comms at Flutterwave25:39 AI Workflows Measurement and Wrap