London FinTech: Cutting through the noise Daniel Lowther Head of FinTech at CCgroup PR @prmonkeyman daniel.lowther@ccgrouppr.com
The Market An overview of Europe s FinTech capital
UK is #1 in Europe
UK growth
Why #1 for FinTech? Key drivers Market opportunity Availability of capital Secondary drivers Regulation Talent Tax & grants Infrastructure Culture & position
Availability of capital
20bn in revenue annually
Influencer ecosystem Media Analysts Influencers Networks Bodies Events
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
It s crowded out there
The Scene The stakeholders when it comes to raising money and building awareness
Why raise awareness? Position for investment/ exit Sales
Investment
Investor landscape Seed VC Growth PE
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
Awareness
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
Analyst landscape Industry (tech) Gartner Forrester IDC Industry (finance) Celent Aite RSR Other Consultants e.g. KPMG Funds e.g. FinTech Capital Partners
Influencer landscape Media/analysts Consultants Leaders Mafia
Event/ awards landscape FinTech Events FinTech Awards Financial Services Events Financial Services Awards
Networks
Bodies
It s all interconnected
The Sell How to influence FinTech buyers?
How to cut through the noise? Market Audience Proposition Influencers Tools
But what about strategy? What data & insight commonly underpins B2B FinTech marketing communications strategy? Received wisdom Anecdotal evidence Gut instinct
How do you influence? What data & insight commonly underpins B2B FinTech marketing communications strategy? Received wisdom Anecdotal evidence Gut instinct
Catalyst aims Sources of influence Content of influence Messaging of influence
Sources of influence Most influential sources Least influential sources
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
Content of influence Most influential content Least influential content
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
Visibility Longlisting Channels Activities + Analyst relations Search marketing Media relations Content marketing Conference & event marketing
Differentiation Shortlisting Channels Activities Content generation Analyst relations Conference & event marketing Media relations
Evidence Purchase Channels Activities Customer reference programmes Awards programme Media relations Content generation Conference & event marketing
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
Thank you Any questions?