Simona Savickienė is Head of Marketing at ConnectPay, where her mission is to empower global businesses to scale by creating the value of embedded finance for B2B2B and B2B2C online models.
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Marketing in fintech is about more than just visibility—it’s about trust, innovation, and making meaningful connections. Simona Savickienė, Head of Marketing at ConnectPay, understands this better than most. With a career spanning both public and private sectors, she has navigated the complexities of financial marketing, balancing regulatory requirements with creative storytelling to build strong brand identities in an increasingly competitive space.
In this interview, Simona shares her insights on how fintech companies can stand out in a saturated market, the importance of personalizing customer experiences, and the trends shaping the future of fintech marketing. She also discusses her leadership philosophy, the importance of work-life balance, and why success in fintech is about the right combination of skills, mindset, and adaptability.
As part of FinTech Weekly’s International Women’s Day initiative, we are proud to feature her perspective on what it takes to thrive in fintech marketing and how the industry can better support talent, diversity, and innovation.
R: Marketing in fintech is highly competitive—how do you approach building a strong brand identity in such a rapidly evolving industry?
S: Building a strong brand identity in fintech is about more than just visibility - it's about creating meaningful associations that build trust. I focus on creating a brand that resonates deeply with customers by highlighting real value and solving actual pain points.
This involves maintaining a clear and consistent message that evolves with the industry and actively listening to what customers need. Establishing trust through transparency, delivering on promises, and showing genuine commitment to customer success are at the core of my approach.
R: Having worked in both public and private sectors, what are the key differences in marketing strategies for government initiatives versus fintech companies?
S: To be honest, the same core marketing principles apply to both government initiatives and fintech companies. Both require a deep understanding of the target audience, clear goals, measurable KPIs, and a strategy to track progress effectively. In the public sector, the focus is on delivering ROI to the government/public, while in fintech, it’s about delivering ROI to investors. However, the ultimate goal - connecting with the audience and delivering value - remains the same.
I find the contrast between B2B and B2C marketing approaches more significant. B2B strategies often involve longer sales cycles and require consistent engagement to drive results, while B2C tends to focus on quicker wins and more immediate conversions.
Additionally, with the rise of B2B2B and B2B2C models, the end user becomes increasingly important in shaping the value proposition. In these cases, it's crucial to communicate value not only to business clients but also to the ultimate end users by effectively addressing their needs and pain points.
R: Fintech companies often need to balance compliance-driven messaging with engaging and innovative marketing—how do you ensure that regulatory requirements don’t stifle creativity?
S: Regulatory compliance is non-negotiable in fintech, but it doesn’t have to come at the expense of creativity. It’s crucial to ensure that each step of the marketing pipeline serves a clear purpose without overwhelming customers with unnecessary information. Providing the right information at the right time helps maintain both compliance and a seamless customer experience.
R: With digital marketing constantly shifting, what trends do you see shaping fintech marketing in the coming years, and how can companies stay ahead of the curve?
S: As a category, fintech companies supporting financial literacy and compliance help each other foster trust and build stronger relationships with customers, ultimately contributing to sustainable growth and the overall success and stability of the fintech industry.
In today's saturated media landscape, journalists face the challenge of sifting through inboxes filled with general AI information to find valuable content. This makes it essential for companies to stand out by providing meaningful and insightful information that truly addresses the needs of their audience.
At the core of every technology and business decision is a human. Despite advancements in AI, the focus should stay on delivering real value and seamless customer experience, which will be more and more visible due to high-personalisation trend.
R: Throughout your career, what challenges have you faced as a woman in marketing and fintech, and how have you navigated them?
S: Throughout my career in marketing and fintech, I haven’t felt limited by my gender, especially with so many great female leaders in my surroundings. For me, success has always been about the right balance of hard skills and soft skills.
I believe in a leadership style rooted in Radical Candor by Kim Scott - voicing challenges directly while showing personal care, regardless of gender. I focus on demonstrating expertise, driving results, and proving my capabilities through actions rather than being defined by perceptions or biases.
R: Data show that women still earn less than men, often due to factors such as part-time work and limited access to overtime pay or additional compensation due to family care responsibilities. Do you believe women still have to choose between family and career, and how can the industry better support work-life balance?
S: I believe in free will and the power of choices, and I feel grateful to have a supportive system that allows me to pursue both my career and family life. As a mother of two and a professional in marketing, I still prioritize my well-being because having a clear mind helps me make better decisions and be more effective in both my personal and professional life. Activities like volunteering, ice skating, and yoga play a big part in keeping me balanced and fulfilled.
My view might not be popular, but I believe pay should be based on the value we bring, not gender. While pay gaps exist, focusing on skills, effort, and results is key. Transparency and fair evaluations can help ensure everyone is paid fairly.
Supporting system:
- Lithuania is a fantastic place to raise a child because of its family-friendly policies and parental leaves.
- At ConnectPay, we have transparent compensation system based on the level of our expertise and some extra benefits supporting our well-being:
- Birthday day-off – take any day on your birthday month and celebrate yourself!
- ME TIME days – take 2 days per year, both at once or separately, whenever you have to recharge, disconnect and take care of your mental health.
- TRUST days – take 2 days per year, both at once or separately, in case of not feeling well, before getting a sick-leave certificate from a doctor.
- 5 additional vacation days – after 2 years of employment to celebrate your loyalty you have additional vacation days to rest
- 1 additional day-off – to celebrate your wedding.
- 2 additional day-offs – to take personal time for Bereavement leave.180 days of workation – to work from somewhere else.
R: What advice would you give to women looking to build a career in fintech marketing, and what key skills or experiences do you think are essential for success?
S: I like to compare fintech to Tinder - not because it's about matchmaking, but because it's all about making the right connections. Fintech leverages technology to bridge the gap between underserved communities and the financial services they need, connecting the unbanked to financial opportunities.
Similarly, building a career in fintech marketing is all about combining the right skills with the right mindset. Understanding how fintech works can fast-track onboarding, enabling professionals to focus on driving impact rather than just learning the basics. That's why I advise keeping a close eye on the fintech landscape, where context can become a valuable asset.
While hard skills like data analysis, technical proficiency, and regulatory knowledge are important, soft skills are just as crucial. The ability to take ownership, think creatively, and connect the right dots - while staying eager to learn, adapt, and communicate effectively- is essential for long-term success in a fast-paced industry.
My approach to recruiting is rooted in trust - I believe in bringing on people I can rely on to take ownership, deliver measurable results, and adapt to challenges effectively.
