How Cynergy Bank Is Balancing Brand, Tech and Trust with Martin Kennington, Director of Marketing & Customer

Episode notes

Send a text Brand or performance? AI or human? Scale fast or build trust? Martin Kennington has been on both sides of the fintech marketing jungle - from scrappy startup content campaigns to boardroom brand pitches. Now at Cynergy Bank, he’s helping lead the charge as they scale into the mid-market without losing their identity. In this episode, Martin shares what it really takes to grow a fintech brand today - breaking down where marketers should push, pull, pivot, and stay put. If you care about marketing that delivers, brand that connects, and growth that doesn’t sacrifice trust - this one’s for you. Key Takeaways Scaling a bank? Start by knowing your edge. Cynergy Bank carved a space in the underserved mid-market, where big banks are too slow and neobanks don’t go deep enough. Marketing isn’t just ads. It’s relationships. Whether you’re using AI, building brand equity, or PR’ing your next launch - trust is still your best growth lever. The old playbook won’t cut it. TikTok, FinTok, influencers, PR, SEO - today’s fintech marketers need to be everywhere, fast. Brand ≠ logo. It’s how you show up across every touchpoint.

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