In this episode of Funnel This, I’m joined by Olivia Minnock, Head of Commercial & Partnerships at mmob, to talk about what partnerships really look like inside a fintech startup — and how life changes when there’s no dedicated marketing team.

Olivia shares her journey from editorial and community roles into commercial leadership, and how those early skills in translating complex topics into plain language now shape everything from enterprise sales to product feedback.

We explore the reality of long, complex sales cycles with tier one banks, why partnerships aren’t just logos or announcements, and how sales and marketing must work as one function — especially when resources are lean.

This is a grounded, honest look at startup life: prioritisation, letting things go (and picking them back up), avoiding ecosystem myopia, and remembering that partnerships aren’t just about what you take out of the business — but what you feed back in.

In this episode, we cover:
- What “partnerships” really mean in fintech — from marketplace listings to referrals and ecosystems

- Selling into tier one banks and navigating long, multi-stakeholder sales cycles

- Why sales and marketing should sit together, not compete

- Turning complex technical products into clear, compelling stories

- How to avoid partnership breakdowns and know when you’re truly “ready” to scale

If you’re operating in that grey space between commercial, marketing and partnerships — or building in a startup where roles overlap and evolve — this one will resonate.

Useful links:
Connect with Olivia Minnock on Linkedin: https://www.linkedin.com/in/olivia-minnock/
Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

Marketing in financial services isn’t about playing it safe. It’s about thinking big — and then intelligently working within the guardrails.

In this episode of Funnel This, I’m joined by Toni Gregory, Brand and Content Lead at OpenPayd, to explore what marketing really looks like inside regulated industries.

Toni shares her experience from fintech brands including GoCardless and OpenPayd, and explains why compliance isn’t a blocker to creativity — and why seeing it that way can hold marketers back.

We talk about the importance of thinking creative first, peeling ideas back layer by layer, and treating legal and compliance as true partners rather than hurdles. Toni also shares practical advice on building long-term brand equity, using data responsibly, and measuring success when brand impact doesn’t show up overnight.

If you work in fintech, financial services or any regulated industry, this episode offers a grounded, honest look at how to stay bold without crossing the line.

In this episode, we cover:

- Why compliance should be “baked in” — not bolted on at the end

- Thinking creative first, then refining ideas within regulatory guardrails

- Building brand voice and long-term trust without relying on hype

- Using storytelling and proof points together to strengthen credibility

- Measuring brand impact through visibility, consistency and momentum — not just quick wins.

Useful links:
Connect with Toni Gregory on Linkedin: https://www.linkedin.com/in/toni-gregory/
Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/

In this episode, fintech growth strategist Nikolay Sabev joins Sally Baker to explore how payments are evolving, from invisible transactions to AI-driven fraud prevention, and what it all means for fintech marketers.

Nick shares global insights from his work across embedded finance, cross-border payments, and digital currencies, and explains why the winners in this space will be those who combine speed, security, and simplicity with clear, trustworthy communication.

In this episode:

• The rise of cashless and invisible payments — and what markets like China and Scandinavia can teach us
• How embedded finance is shaping customer experiences without people even realising it
• The role of AI and machine learning in fraud prevention, data protection, and personalisation
• Why stablecoins and digital currencies could transform cross-border payments
• How fintech marketers can build trust and clarity in a complex, compliance-driven world

Useful links:
Connect with Nikolay Sabev on Linkedin: https://www.linkedin.com/in/nikolaysabev/
Connect with Sally Baker on Linkedin: https://www.linkedin.com/in/sallybaker/