Can Financial Infrastructure Brands Win Hearts, Not Just Wallets?

The most important companies in modern finance are increasingly invisible. APIs, stablecoin rails, embedded finance, AI-powered financial experiences, and cross-border payment infrastructure now power global commerce behind the scenes, but how do you build a standout brand when your technology sits beneath someone else’s customer experience?

Opening Marketing Thursday at Money20/20 Europe, this CMO-led conversation unpacks how fintech infrastructure brands are moving beyond hype-driven narratives to build trust, explain complexity, and communicate tangible value in an era shaped by AI, automation, and accelerating technological change.