If you’re a client of a Canadian financial services company like Borrowell, EQ Bank, Mogo, Scotiabank, or Tangerine, you may owe that relationship to Fintel Connect.
More than 50+ financial services brands and fintechs use the Vancouver startup to enhance their marketing through its performance marketing network.
Performance marketing? It’s a comprehensive term that refers to online marketing and advertising programs in which advertisers pay influencers, affiliates or publishers when a specific action is completed; such as a sale, lead or click.
The team at Fintel Connect supports a wide range of tier one banks, community banks and fintechs through its extensive network of publishers and fully scalable tracking and reporting technology.
Fintel Connect was founded in 2019 by Nicky Senyard but she isn’t new to affiliate marketing.
In 2002 Senyard founded Income Access, an affiliate marketing company with over 22,000 affiliates in the regulated gaming industry, and sold the business fourteen years later to Paysafe for USD $30 million.
Techcouver sat down with Fintel Connect’s Chief Revenue Officer Alana Levine to learn more about the company. Levine is part of Fintel Connect’s all-female executive team and, along with Senyard, was responsible for writing the regulations for affiliate marketing in the U.S. gaming industry back in 2013.
With Fintel Connect, Levine and her team have started in a new industry from scratch. Building a marketplace of fintech brands and publishers isn’t easy, but their message has resonated with their growing portfolio of clients.
Levine describes Fintel Connect as an extension of each client’s marketing team, built to evangelize their products, help tell their story, and ultimately achieve their growth goals.
Using Tangerine Bank and one of their rewards credit cards as an example, Levine describes how Fintel Connect was able to find influencer affiliates that aligned with different categories of spending (eg. travel, dining, fashion, etc.). The messaging from these influencers aligned perfectly with Tangerine products, resulting in conversions with customers in Tangerine’s target market.
“I think that what makes us different and unique is that we understand the landscape and we also understand what the pain points are for the publishers,” Levine told Techcouver. “We want to give even the smallest publishers an opportunity to get to work with these brands because the big guys, the agencies, don’t have time for them.”
“We’re trying to build that ecosystem and give people opportunities to tap into it alternative revenue streams but they just need someone to advocate for them.”