Women CMOs in fintech are setting new standards and driving innovation in a rapidly evolving industry landscape.
Women remain underrepresented in the C-suite across many industries, but in fintech, women CMOs are building some of the biggest brands in the industry through brand awareness and reputation building,” Jennifer Tramontana, president and founder of The Fletcher Group, a PR and content marketing agency for hyper-growth industries, told The Financial Brand.
“The Women CMOs in Fintech report not only highlights key insights into the fintech landscape but also honors the remarkable contributions and viewpoints of women leaders, paving the way for a brighter future,” Tramontana says.
The report underscores how CMOs are central to brand value, customer experience (CX), and overall business growth, solidifying CMOs as critical drivers of long-term success.
Key Takeaways
- 91% of financial services companies have CMOs vs 63% of Fortune 500
- 82% plan on increasing the marketing budget in 2025, 18% will maintain it, so zero will decrease
- 70% say marketing is central to the organization
- 67% AI adoption rate
- 67% say product and brand are equally important (22% prioritize product/11% prioritize brand)
- 29% of women are in the C-suite, up from 17% in 2015
1. The Evolving Role of the CMO
As fintech companies prioritize growth, 70% of fintech CMOs say marketing is now central to the organization. Financial services are especially committed to marketing leadership, with 91% of companies employing CMOs compared to just 63% of Fortune 500 organizations. The role of the CMO is evolving, expanding beyond traditional marketing duties to include strategic growth, innovation, and customer experience.
CMOs “are now expected to impact more areas than ever, including brand, customer experience, and revenue functions, playing a crucial role in driving business growth,” says Tramontana.
This shift underscores the importance of building a strong brand that delivers on customer experience while aligning with company goals. Fintech CMOs are increasingly responsible for bridging brand and revenue and must collaborate with other departments to shape customer experience and growth.
2. CMOs as the Ultimate CX Champion
Fintech CMOs are increasingly viewed as strong candidates for CEO roles due to their expertise in customer experience and strategic growth. Traditionally, CEOs have often come from finance or operations, but in fintech, where brand and customer experience are critical, the CMO skill set is essential for top leadership.
As the report suggests and Tramontana highlights, women in fintech CMO roles are well-positioned to become the industry’s next generation of CEOs due to their understanding of customer needs, brand strategy, and growth.
Now, CMOs are strategic decision-makers, combining market insights with customer data to align the organization with long-term goals. This data-driven, customer-centric approach positions CMOs as leaders who can drive business strategy beyond traditional marketing responsibilities.
3. Today’s CMOs Have the C-Suite Respect They Deserve
Fintech CMOs have earned respect in the C-suite, with 75% of respondents indicating that marketing has achieved the recognition it deserves. This shift is directly tied to the ability of CMOs to demonstrate measurable business outcomes.
Marketing leaders are expected to produce concrete results that show how marketing efforts directly contribute to growth, revenue, and customer loyalty. While respect for marketing activities grows, getting and keeping it isn’t always easy. Tools like attribution models, analytics, and generative AI help CMOs link marketing activities to financial outcomes, reinforcing their value in driving company performance.
Dig deeper:
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4. Brand Builds Trust and Loyalty
For fintech brands, trust is essential. CMOs recognize that building and maintaining this trust requires a balanced approach. “As one CMO noted, ‘Brand is what builds long-term trust, but if the product doesn’t deliver, the brand can only take you so far.’ Striking the right balance between investing in the product and investing in brand-building efforts is crucial for driving sustainable growth,” says Tramontana.
This sentiment underscores that brand awareness or likability may attract customers, but loyalty ultimately depends on consistent product performance.
While 22% of CMOs prioritize products and 11% prioritize brands, a majority, 67%, view them as equally important. This balanced approach reflects the need for both a strong brand and a reliable product to drive customer acquisition and retention.
5. Attracting Top Talent Requires Innovation and Curiosity
Attracting and retaining top marketing talent in fintech can be challenging. CMOs recognize the need for creativity, innovation, adaptability, and continuous learning from employees. These qualities are increasingly essential in an industry that evolves rapidly, where staying ahead requires curiosity and technical expertise.
To support this, CMOs are turning to flexible staffing solutions, such as freelance or agency partnerships, to bring in specialized skills when needed. This approach helps ensure marketing departments remain agile and can quickly adapt to shifting demands while staying consistent with brand messaging.
6. CMOs Plan to Spend More in 2025
Despite some economic uncertainties, fintech CMOs are doubling down on marketing investments for 2025. “One of the most surprising trends was that 100% of fintech CMOs plan to maintain or increase their marketing budgets in 2025, with 82% planning to increase spending,” says Tramontana. “This signals a shift in the perception of marketing as a strategic driver of business growth rather than just a cost center.”
This trend highlights a commitment to growth-focused marketing, as CMOs recognize the value of visibility and brand positioning for growth. Top areas of focus include PR and owned content, as CMOs double down on content that resonates with audiences and drives revenue, including video, visual, and thought leadership.
7. Generative AI Tools Have Had a Positive Impact
Generative AI tools, such as ChatGPT, make a meaningful difference in fintech marketing. In 2024, 67% of CMOs reported these tools improved efficiency, allowing teams to work faster and focus more on strategy, up from just over half in 2023. AI-driven tools are particularly helpful for tasks like content creation, brainstorming, and audience segmentation, streamlining processes that used to take more time.
However, 33% of CMOs remain cautious and haven’t fully embraced generative AI. They have concerns about confidentiality, compliance, and accuracy and want more detailed policies for proper use, fact-checking, and editorial oversight.
8. Trust is at the Heart of a Fintech Brand
Trust is fundamental for fintech brands, and CMOs see it as essential to customer loyalty and long-term growth. About 67% of CMOs rate the industry’s performance in building trust as “good” or “very good,” while 33% see room for improvement.
This focus on trust reflects fintech CMOs’ customer-centered approach, where transparency, reliability, and ethical practices are core priorities. It also ties in with media strategies; Tramontana notes that media coverage and industry recognition can help drive credibility and trust, which are critical in fintech.
Fintech CMOs recognize that compliance issues or missteps can quickly erode consumer confidence. To prevent this, they prioritize regulatory alignment and clear, consistent communication to protect consumer interest. Maintaining high standards helps differentiate brands and build stronger customer relationships in an industry where trust is hard-won and easily lost.
CMOs as Strategic Leaders
These eight trends paint a picture of an industry where women CMOs are helping to reshape the future of fintech leadership.
Women in fintech are emerging as strategic leaders who are reshaping the role of CMO to drive industry growth. As progress toward gender parity in leadership improves, 29% of women hold C-suite roles, up from just 17% in 2015; their influence is increasingly recognized as essential.
According to Tramontana, these leaders bring skills beyond traditional marketing — acting as champions of customer voice, cross-departmental collaborators, and strategic growth drivers. This expanded role positions CMOs well for future CEO opportunities, signaling a trend toward a more dynamic C-suite in fintech.