How strong design builds trust in fintech

In fintech, trust is everything. And trust starts with how you show up.

Recently in San Francisco, I sat down with Danna, Head of Marketing at Cable, to talk about design: how it helps communicate complex ideas, build credibility, and make a small team feel like a big brand.

You can watch the full video above, but I share a summary below.

Design as silent trust builder

When you're dealing with banks and fintechs, the visual layer matters more than most people think. As Danna puts it:

“When somebody comes to your website, when somebody is using your product, it doesn't feel clunky, it doesn't feel fragmented because otherwise you're losing a little bit of trust and credibility with your audience. So design is really important part to making sure that we build that silent trust with them.”

We couldn’t agree more. Good design shouldn’t just look pretty, it should carry weight, reduce friction, and build what Danna calls “silent trust.”

Explaining something that didn’t exist before

Cable’s platform solves a problem many people don’t realise exists, until they see it. That’s where visuals come in.

“Our product solves a problem that didn't really exist previously, and so it's a bit hard to explain what it is that we do to a lot of folks that come into contact with us. And I think having worked with Wondrous to design this pyramid to really help show how Cable works within their compliance and technology ecosystem has been really a game changer for getting people to understand really quickly what it is that Cable does.”

When your product is innovative, trying to explain it with just words can feel like dragging people uphill. The right design can do that heavy lifting for you.

Looking big, acting nimble

One of my favourite moments in the conversation was when Danna recalled being approached at Money 20/20 by someone convinced Cable had a massive marketing team. Spoiler: they don’t.

“At Money 2020 at a conference we recently attended, a head of marketing at a partner company approached me and said, 'You're with Cable? Oh my God, how many people are on your team? Because you guys seem like a massive company,' which is a huge compliment to me because I think the fact that people think this and other marketers think this is great, because what that tells me is we are very present, we are being really loud, and we have a small Mighty team.”

And that’s the power of strong brand presence. It gives scale. It gives confidence. It gives your audience the impression that you’re the one to trust.

Why work with a design partner?

Danna also speaks honestly about what it’s like working with an agency instead of building out an in-house team.

“There is nothing that we can't do because we have such a strong design support agency with us. Working with Wondrous, there's no roadblocks in terms of my design and marketing. If I were to hire in-house, I think that the problem I would run into is then I have to find a freelancer to support me with graphics, with print, with maybe creating short films or something. And working with Wondrous means that I don't have to hire all these different freelancers. They have that readily available in-house for me to access for any project that I need.”

That’s what we aim to be: a plug-in creative team that helps marketers stay ambitious, move quickly, and never feel stuck.

If you’re a fintech marketer looking to show up more consistently and need a team who can help you turn ideas into standout visual content, book a call with me. I’d love to hear what you’re working on.