Stop Calling It Open Banking: Ozone API, Katie Hayes on Why FinTech Marketing Language Is Broken
- macloud moyo
- Oct 16
- 3 min read
Episode Description
Katie Hayes, Head of Marketing at Ozone API, reveals why the term "open banking" itself is broken—and shares hard-won lessons from scaling marketing in the FinTech trenches. From navigating acronym-heavy industries to building AI-powered marketing operations, Katie breaks down what actually works when marketing technical products to both developers and decision-makers. This conversation goes deep on regulatory compliance as competitive advantage, why spray-and-pray performance marketing is burning budgets, and the video ad strategies driving real pipeline in B2B FinTech.
Key Takeaways
"Open Banking Needs a Rebrand" - The term confuses consumers who don't realise they're already using it daily via Apple Pay and other services
AI as Co-Pilot, Not Autopilot - Katie uses ring-fenced AI environments (Dojo AI) for data analysis while maintaining the human element for brand creativity
Quality Over Spray-and-Pray - One piece of hero content beats 20 generic posts, especially in niche B2B FinTech markets
Dual-Audience Strategy - Developers ask "Will it work?" while commercial teams ask "Will it make money?" - tailor content accordingly
Daily Optimisation Wins - LinkedIn video ads require daily A/B testing and pivots, not month-long "set and forget" approaches
Regulatory Compliance = Competitive Advantage - Not a necessary evil, but a trust-builder and differentiator
The FinTech Community Surprise - 90% of the FinTech world is collaborative and willing to share learnings
FAQ: FinTech Marketing Insights from Katie Hayes
Q: What is the biggest mistake companies make when marketing to developers? A: Not tailoring content to the audience. Developers want to know "Will this work?" while commercial teams ask "Will it make money?" Most companies create generic content that speaks to neither audience effectively.
Q: Why does Katie Hayes say "open banking needs a rebrand"? A: Consumers are already using open banking daily through Apple Pay and other services, but the term "open banking" makes them think they're "opening up" their data in an unsafe way. The terminology confuses rather than clarifies.
Q: What's the most overrated marketing channel in B2B FinTech? A: Blowing budget on performance marketing with generic, broad audiences. In B2B FinTech, you must be niche and targeted or you're essentially wasting money.
Q: How should B2B companies approach AI in marketing? A: AI should be a "co-pilot, not autopilot" - use it for data analysis and efficiency, but maintain human creativity for brand personality and thought leadership.
Q: What video ad strategy works best for B2B FinTech? A: Daily A/B testing of multiple formats (video vs. static) on LinkedIn, with real-time optimisation. Thought leadership ads featuring executives perform exceptionally well with high engagement rates at lower costs.
Episode Timestamps
[00:00] Intro & Katie's career journey from luxury brands to FinTech
[02:02] Biggest fears in marketing today & AI as co-pilot
[04:59] Using Dojo AI & ring-fenced environments for FinTech security
[06:17] Alternative career paths: HR, people leadership & yoga retreats
[09:46] Work-life balance lies & managing twins while scaling marketing
[14:34] Why the FinTech community is surprisingly collaborative
[17:02] Feeling like a fraud: navigating acronym-heavy industries
[19:36] The biggest B2B marketing BS trend (hint: buzzword overload)
[21:13] Why every FinTech claims they're "revolutionising" something
[24:32] Marketing to developers vs. decision-makers
[27:00] The most overrated marketing channel & budget mistakes
[29:02] Daily optimisation strategy for LinkedIn video ads
[30:38] Thought leadership ads & employee advocacy wins
[32:19] Regulatory compliance as competitive advantage
[35:38] What every B2B technical company should test next
[36:36] Repurposing failed video testimonials as audio content
[37:32] Marketing leader to follow: Lucy Heavens
Guest Bio
Katie Hayes is the Head of Marketing at Ozone API, a FinTech scale-up providing open API technology to banks and financial institutions globally. With experience spanning luxury brands, fashion, tech, and now FinTech, Katie specialises in building marketing departments, executing rebrands, and navigating complex regulatory environments. She's passionate about DEI initiatives, having previously worked with WeThinkCode in South Africa. A qualified yoga teacher and working mum of twins, Katie champions authentic leadership and practical marketing strategies that drive real business outcomes.