Singapore based Nium has been making waves in the fintech world as a leader in digital payments and financial solutions for a few years now.
They reached $121 million in revenue last year and are currently valued at $2+ billion.
How did they do it?
From strategic partnerships to clever branding moves, Nium’s approach to marketing has played a huge role in building their name and reaching their audience across the world.
In this teardown, we’ll dig into 7 tactics Nium has used to boost growth, build trust, and stand out in the payments space.
1. Influential Leadership and Industry Credibility
One of Nium’s biggest growth drivers isn’t exactly a tactic or a strategy, but their Global Head of Marketing, Jeremiah Glodoveza. Jeremiah is recognized as one of the top 30 fintech marketers of 2024. Having someone like this as an executive brings two huge benefits to Nium:
First, Glodoveza has deep knowledge of the fintech ecosystem, which allows him to create campaigns that actually resonate with B2B audiences.
And then second, by actively participating in the fintech community, Glodoveza adds serious credibility to Nium. He’s not just running marketing; he’s putting Nium on the map as a thought leader. This strategic vision has helped the brand build authority and trust, setting it apart as a forward-thinking fintech player.
How to Find and Hire Industry-Specific Leaders and Experts
- Do Some Head Hunting: Don’t be afraid to go after leaders with deep industry knowledge. It might take some effort, but it’s well worth it.
- Build Your Own Industry Leaders: Encourage thought leadership among your key figures and have them engage in industry events and panels to position your brand as an authority.
- Invest in Personal Branding: Showcase your team’s expertise on platforms like LinkedIn to build trust and expand your reach. Encourage them to interact and engage on social regularly.
2. An Ambitious (and Risky) Sponsorship of the ICC
Nium took a big shot with their sponsorship of the International Cricket Council (ICC). No B2B had ever had a sponsorship with the ICC before – a sport that’s growing globally, but especially in their key markets.
As the ICC’s first B2B sponsor, Nium reached millions of fans, especially in South Asia, where digital payments are picking up fast. Taking this step outside traditional fintech spaces allowed Nium to reach audiences who wouldn’t usually see a fintech brand.
This wasn’t just about brand visibility; it positioned Nium as a bold, innovative player unafraid to stand out. Aligning with such a respected global institution boosted both their credibility and their recall factor among diverse audiences.
How to Choose Strategic Sponsorships that Impact Growth
- Think Outside the Industry Box: Look for sponsorships in areas your audience cares about, even if it’s not your usual space.
- Match Partnerships to Audience Interests: Choose partnerships that resonate with your target market, even if it’s a bit unconventional.
- Measure Your Success Carefully: Track reach, engagement, and conversions from these partnerships, and amplify the results through your own channels.
3. A Powerful (and Free) FX Calculator Tool
Tools and free calculators as lead generators are nothing new. But when done really well, they still work. And Nium positions their free FX calculator really well.
This handy tool helps users calculate exchange rates and transfer costs in real-time—a simple yet powerful way to get people onto the site and keep them there. It’s user-friendly, well-designed, and really helpful. There are plenty of other similar calculators out there on the web, but theirs is by far the easiest to use, and includes additional inputs like vendor fee that many others don’t. It then lets you know how favorable the rate is.
But that’s not all – they also lead you directly into a content offer that walks you through how to master currency exchange. The lead flow is brilliant, turning people who were just looking for a quick calculation into real leads.
How to Utilize Free Tools to Capture Qualified Leads in 2024
- Develop Utility-Driven and Value Adding Tools: Offer tools that provide genuine value to your audience, turning your website into a go-to resource. Then, design them better than the other free tools on the web and add value the others don’t.
- Optimize the Flow for Lead Generation: Integrate calls-to-action that lead users from the tool to your product, with intermediate lead magnets in between.
- Promote Your Tool Everywhere: It doesn’t matter how great the tool or funnel are if no one finds it. Use SEO, social media, and partnerships to spread the word, drawing in audiences who can benefit most.
4. Instarem as a Separate and Distinct B2C Brand
Nium originally started as a B2C cross-border transaction tool called Instarem. As they evolved, they kept Instarem as a separate B2C brand, which was a smart play, as the two appeal to very different audiences and operate in distinct spaces. Nium primarily serves businesses with complex, high-value transactions, while Instarem’s simplified, user-friendly design is all about making individual transactions easy.
This approach allows Nium to expand its market without confusing its core B2B customers. The brand separation clarifies the messaging for each audience, allowing Nium to capture both B2B and B2C segments with precision.
Not to mention, Instarem is a better suited brand for social content. They put out awesome content on Instagram in a way Nium might not thrive being a B2B brand. Their cost of living guides that break down expenses in different cities are very engaging.
Should You Separate a Business Segment?
- Consider Audience Needs / Pain Points: If your audiences have unique needs and pain points, creating distinct brands can help keep your messaging sharp and clear for each.
- Tailor Offerings to Each Audience: Design your products and communications to match the needs of each segment.
- Cross-Promote Only When It Makes Sense: Use each brand’s channels to strategically introduce the other, creating brand synergy while keeping identities separate.
5. Strategic Industry Partnerships and Alliances
Nium has expanded its footprint worldwide by forming partnerships with banks, fintech companies, and payment providers like Paycell, Travelex, Orenda, and so many others. By teaming up with established institutions, Nium can tap into new markets with greater ease and credibility.
One of the biggest ways these partnerships help is by aiding Nium in new markets. What better way to infiltrate a new locale than by partnering up with someone who already understands the needs of the area.
These partnerships allow Nium to offer localized services, leveraging the trust and infrastructure of its partners to speed up market entry and enhance customer confidence. This strategic use of alliances has helped Nium grow fast without compromising on regulatory compliance or reliability.
How to Form Helpful Industry Partnerships
- Look for Win-Win Partnerships: Collaborate with organizations that add value to your customers or expand your capabilities.
- Go Local with Partnerships: Find partners in new markets to establish credibility and access established customer networks – especially as you expand into new locations.
- Showcase the Partnership’s Value: Communicate the benefits of these partnerships to build trust and reinforce your brand’s reach.
6. Localized Content and Campaigns
To connect with its global audience, as they’ve expanded, Nium has embraced localization in its content and campaigns – and they’ve done a great job of it.
By speaking directly to the unique needs and cultural nuances of different regions, Nium builds trust and resonates deeply with audiences worldwide. From language adjustments to region-specific visuals, their localized strategy is all about making their global brand feel personal.
One thing they do very well is speak to a location’s unique pain points. In Southeast Asia, where bank access can be limited, Nium’s marketing emphasizes ease of access and fast processing for underserved regions, making it clear how their solutions can bridge gaps in financial inclusion. In contrast, for Europe, their marketing highlights regulatory compliance and streamlined transaction processes, addressing the complex regulatory environment that businesses face in cross-border payments.
This has proven especially effective in markets with unique regulatory environments, allowing Nium’s content to feel accessible and authentic, even in highly specific contexts.
How to Localize Like Nium:
- Customize Content for Local Audiences: Tailor messaging, visuals, and language to align with each market’s preferences. Do your research! Don’t just guess.
- Highlight Regional Relevance: Show how your product or service specifically addresses the needs of different regions. Again, do your research to find out exactly what different audience segments prefer, are challenged by, and aspire to.
- Do Your Homework: Invest in local market research to create campaigns that resonate and engage authentically. Be willing to spend money to collect this kind of insightful data.
7. Emphasis on Security and Compliance as Brand Assets
Security and compliance are core to Nium’s offering, but they aren’t just checkboxes for them.
They’ve taken these product features and actually turned them into marketing assets.
How? They talk about it – a lot.
By consistently showcasing their adherence to strict regulations and top-tier security measures, Nium builds confidence among both B2B and B2C audiences. It actually differentiates Nium from competitors and builds trust with risk-sensitive customers. Highlighting their commitment to security and compliance has made Nium a go-to choice for customers looking for a trusted cross-border payments partner.
How to Turn Features Into Assets
- Identify Your Biggest Strengths and Differentiators: Conduct research with your customers and audience to determine what features set you apart from competition.
- Educate on Those Features: Make it crystal clear what you offer and why it’s important. You can push certain features all day, but if your audience doesn’t understand what makes that feature important, it will never become a marketing asset for you.
- Push Them: As you educate your audience, push your best features and benefits heavily. Make sure everyone is able to say, “Oh that’s [insert brand name], they excel at ______.”
A Masterclass for Fintech Growth
Nium’s marketing strategy is a playbook for B2B fintech growth. With bold moves like industry-first sponsorships, effective brand differentiation, and innovative tools, they’ve built a powerful presence across markets.
Their focus on trust-building through compliance, thought leadership, and strategic partnerships has positioned them as a standout brand in digital payments. Whether you’re in fintech or another industry, Nium’s approach offers valuable lessons in how to grow, engage, and thrive in competitive markets.
Take note of their playbook and implement the tactics that could work for your brand.
Here’s to your growth!
