The Fintech Marketers and Leaders Podcast · 2025-04-28 · 33 min
Send a text Direct indexing. Tax-loss harvesting. Capital gains strategy. Sounds niche, right? Not anymore. In this episode, Amberly Jones , Head of Growth at Frec , breaks down how they’re making a traditionally exclusive wealth strategy - direct indexing - accessible to a wider audience. From tackling financial education to layering in a light-touch sales team (yep, in a FinTech!), Amberly shares how her team is building trust, scaling sustainably, and carving out a space in a seriously crowded market. If you’re into product-led growth, niche go-to-market strategies, or just love a good “fintech underdog story,” this one’s for you. Key Takeaways: Direct indexing is having a moment - and Frec’s bringing it straight to consumers (no advisors required). Financial education is baked into Frec’s growth strategy , with whitepapers, deep content, and a long game mindset. Paid ads didn’t work - but borrowed trust did. Communities, influencers, and smart partnerships have been key levers. Not every growth team adds a sales layer. Frec did. And it's been a game-changer for conversion and customer confidence. Frec’s product roadmap = more control for investors.
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