London FinTech: Cutting through the noise. Daniel Lowther Head of FinTech at CCgroup

Transcription

1 London FinTech: Cutting through the noise Daniel Lowther Head of FinTech at CCgroup

2 The Market An overview of Europe s FinTech capital

3 UK is #1 in Europe

4 UK growth

5 Why #1 for FinTech? Key drivers Market opportunity Availability of capital Secondary drivers Regulation Talent Tax & grants Infrastructure Culture & position

6 Availability of capital

7 20bn in revenue annually

8 Influencer ecosystem Media Analysts Influencers Networks Bodies Events

9 What is driving change? Monetisation of data Financial data is rich and valuable Shift to alternative rev models based on re-selling data Fraud and ID New tech/models and increased digitization equals risk Host of new providers looking to plug the gap Infrastructure replacement Banks and other players need to ditch legacy systems P2P networks & block chain tech emerging as replacement Disruption Disruptive models designed to work around incumbents Newbies need to build credibility and scale

10 It s crowded out there

11 The Scene The stakeholders when it comes to raising money and building awareness

12 Why raise awareness? Position for investment/ exit Sales

13 Investment

14 Investor landscape Seed VC Growth PE

15 Accelerators & incubators Startup Bootcamp 8% equity Range of verticals FinTech Innovation Lab Later stage, intensive Limited ecosystem Level 39 & 42 Primarily office space Strong development Barclays Tech Stars 6% equity Barclays exclusive Visa Collab Ideas -> product in 100 days Outsourced Visa R&D We Work Shared office space FinTech cluster South Bank

16 Awareness

17 Media landscape Business Nationals Finance Tech Investor Vertical Financial Times City AM Guardian The Times Financial News The Banker Tech Crunch Wired Venture Beat Tech City News Accountancy Payments

18 Analyst landscape Industry (tech) Gartner Forrester IDC Industry (finance) Celent Aite RSR Other Consultants e.g. KPMG Funds e.g. FinTech Capital Partners

19 Influencer landscape Media/analysts Consultants Leaders Mafia

20 Event/ awards landscape FinTech Events FinTech Awards Financial Services Events Financial Services Awards

21 Networks

22 Bodies

23 It s all interconnected

24 The Sell How to influence FinTech buyers?

25 How to cut through the noise? Market Audience Proposition Influencers Tools

26

27

28

29

30 But what about strategy? What data & insight commonly underpins B2B FinTech marketing communications strategy? Received wisdom Anecdotal evidence Gut instinct

31 How do you influence? What data & insight commonly underpins B2B FinTech marketing communications strategy? Received wisdom Anecdotal evidence Gut instinct

32

33 Catalyst aims Sources of influence Content of influence Messaging of influence

34 Sources of influence Most influential sources Least influential sources

35 Internal business analysts Common in complex companies, aligned to BUs - eyes and ears Consume vast amounts of media & white papers Tend to manage analyst subscriptions Attend conferences and events frequently First port of call when major purchase planned

36 Content of influence Most influential content Least influential content

37 Deep understanding of customer challenges & industry environment Develop unique insights and positions Focus on value, rather than cost Messaging Trends Reinforce your industry reputation Demonstrate credibility with proof and experience Differentiate from your competition

38 Visibility Longlisting Channels Activities + Analyst relations Search marketing Media relations Content marketing Conference & event marketing

39 Differentiation Shortlisting Channels Activities Content generation Analyst relations Conference & event marketing Media relations

40 Evidence Purchase Channels Activities Customer reference programmes Awards programme Media relations Content generation Conference & event marketing

41 Don t just take it from me "Back in 2012 I knew we had truly innovative technology that answered a problem for banks. To ensure we remained ahead of the competition we needed to expand internationally. We tested various markets, some successfully, some less so. It quickly became apparent that when it came to banking, you needed to be in London. It is where the right people are, and where the decisions are made. Not just for the UK but for other markets. With an active investment community that has a keen interest in FinTech, and the plethora of media and analysts, London was and still is the place to be. - Thomas Bostrøm Jørgensen, CEO of Encap Security

42 Thank you Any questions?