Powerhouse Talks by DigiGem.io | Episode 04
In fintech, the companies that explain complexity fastest are often the ones that earn trust first
Today, having a strong fintech product is no longer enough. Companies compete not only on product innovation, but also for customer attention, understanding, and trust.
For the fourth episode of Powerhouse Talks, I sat down with Anush Mnatsakanyan , Founder of Burnwe , the #1 video agency chosen by tech companies worldwide, to discuss one of fintech’s biggest marketing challenges: turning complex products into videos people actually understand.
We talked about what makes video marketing in fintech different, why many companies struggle to explain tech products, how video can shorten the B2B sales cycle, and why waiting until your product is “ready” may be the biggest marketing mistake of all.
Trust Starts With Accuracy
Unlike many industries, fintech marketers don’t have the luxury of improvising.
Every claim, statistic, and product explanation needs to be verified across multiple departments before it reaches the audience.
“In fintech, accuracy comes first. Every message has to be checked because one wrong promise or one incorrect explanation can damage trust. The real challenge is combining that level of accuracy with creativity.”
According to Anush, another challenge is translating complex industry language into something customers can immediately understand.
“The audience doesn’t think in technical terms. Our job is to simplify complexity without oversimplifying the product.”
Complexity Doesn’t Limit Creativity
Complexities and restrictions are often viewed as the biggest obstacle to creative marketing in financial services. Yet Anush believes that they’re actually what pushes teams to find better ways to communicate, to experiment with new formats.
“Restrictions don’t kill creativity, they force you to think differently.”
Instead of relying on lengthy explanations, visuals can communicate ideas far more effectively than words alone. Motion graphics, animation, and creative editing help fintech companies make complex products easier to understand while staying within internal requirements.
She points to Burnwe’s work with Evocabank, where the team experimented with animated monthly reports using collage animation, and stop-motion techniques.
“If the client is open to experimenting, visuals become the bridge between restrictions and creativity.”
She also believes the industry is evolving. While banks have traditionally been among the most conservative players in fintech marketing, they’re becoming increasingly open to visual storytelling and creative formats.
Customers Don’t Buy Technology, They Buy Better Outcomes
After years of working with fintech companies, I’ve noticed one recurring pattern: many assume customers care as much about the technology as they do.
As a result, many fintech videos become feature lists filled with technical terminology, but that’s rarely what persuades buyers.
“The balance is knowing what to explain, how much to explain, and when.”
Technical details certainly matter, especially in highly regulated industries, but only after viewers understand why the solution matters.
In fintech, customers don’t buy features first. They buy confidence that your product will solve their problem.
Your Employees are Your Most Underrated Marketing Channel
Another common challenge I’ve seen in my work is convincing founders and executives to appear on camera.
Many CEOs feel uncomfortable speaking in videos or believe video marketing isn’t essential.
Anush believes they’re missing an opportunity.
“Employee branding is becoming one of the strongest marketing tools a company has.”
Instead of relying only on corporate pages, companies should encourage founders and team members to share expertise, opinions, and insights through their own profiles.
People build trust with people long before they trust brands.
The Best Sales Call Starts Before the Meeting
One of the most interesting insights from our conversation was how Anush views video not as a branding asset, but as a sales enablement tool.
“Sales and marketing are interconnected,” she says. “Video should do part of the salesperson’s job before the meeting even happens.”
Think about a typical first sales call in fintech. If a prospect has never heard of your solution, much of the conversation is spent covering the basics: what the product does, how it works, and why it’s different. By the time those questions are answered, there is often little time left for a meaningful discussion about the prospect’s actual business challenges.
That’s where strategic video changes the dynamic.
When educational videos, explainers, or product overviews become part of the customer journey, prospects arrive at the meeting with context. Instead of spending the first half of the call educating the buyer, sales teams can move straight into discovery, implementation, and commercial discussions.
According to Anush, that shift can reduce the sales cycle by as much as two months. That’s when video stops being just a marketing asset and becomes part of the sales process itself.
Yet, the role of video doesn’t end once the meeting is over. Follow-up videos, feature explainers, or educational content help keep the conversation alive between calls, answer new questions, and maintain momentum throughout longer B2B buying journeys.
“Video becomes another touchpoint,” she explains. “It keeps educating prospects even when your sales team isn’t in the room.”
If Your Budget Allows Only One Video, Make It This One
Not every fintech company has the budget to build an extensive video library. If there’s room for only one investment, then pick this one:
“Start with an explainer video.”
The mistake many companies make is turning their first video into a feature presentation. Customers rarely care about every capability your platform offers before they understand why they should care in the first place.
An effective explainer follows a much simpler structure. Start with the customer’s problem, introduce the solution, and focus on the outcome rather than the product itself.
“The viewer should finish the video thinking, ‘That’s exactly the problem I’m trying to solve.’ The next question naturally becomes, ‘How do I get it?'”
Anush also stresses that every video should have a clear next step. That doesn’t necessarily mean asking viewers to buy. A strong call to action (CTA) could simply encourage them to book a demo, visit your website, or learn more about the product.
As for timing, around 60 seconds is the sweet spot. Simpler topics can be explained in 30 to 40 seconds, while more complex products may need up to 90. Beyond that, attention typically begins to drop.
Stop Posting the Same Video Everywhere
One video doesn’t fit every platform.
YouTube remains the strongest channel for educational content, product demonstrations, webinars, and feature deep dives. Unlike social feeds, its content continues generating value months or even years after publication through search.
LinkedIn, however, is often underestimated.
“Many companies say LinkedIn video doesn’t work,” Anush says. “But we’ve seen the opposite. Motion graphics and educational videos perform particularly well because professionals come there to learn.”
Instagram serves a different purpose. It’s the place for shorter, faster-paced, and more creative storytelling that helps humanise a fintech brand.
Rather than publishing the same content everywhere, she recommends adapting the format while keeping the core message consistent.
AI Can Create Videos, but it Can’t Create Trust
AI has changed how quickly companies can produce content, but speed alone doesn’t create credibility. In fintech, trust is still built through expertise, transparency, and human connection. Anush sees AI as an enhancement of video production, not a replacement.
“We use AI when it allows us to create something that would be very difficult or expensive to produce in real life.”
While AI-generated visuals still attract attention because of their novelty, she believes that advantage won’t last forever.
“As AI becomes more common, people will increasingly value authenticity. Human stories and real people build trust, especially in fintech.”
Her advice is to use AI where it genuinely improves production while making sure the final result still feels human. Otherwise, companies risk producing content that looks impressive but feels indistinguishable from everyone else’s.
Don’t Wait Until Everything Is Perfect
Perhaps the strongest message from our conversation was directed at fintech founders themselves.
Many startups postpone marketing until the product is fully polished, assuming promotion should begin only after development is complete.
Anush believes that’s backwards.
“Start marketing as early as possible.”
Building visibility before launch allows companies to educate the market, test their messaging, build an audience, and generate demand long before the product officially goes live.
“You can spend a lot of money creating the perfect product,” she says. “But if nobody knows it exists, perfection doesn’t help.”
Which leads to the statement that stayed with me long after our conversation ended:
“Good visibility is better than a good product.”
It’s a bold claim, but not one that dismisses product quality. Rather, it reflects a reality we’ve seen across countless technology companies. Strong products don’t automatically become successful. The companies that succeed are often those that communicate their value early, consistently, and effectively.
A great product without visibility struggles to find customers. A company that builds trust, educates its audience, and creates anticipation before launch gives itself a significant head start.
For fintech founders, that’s perhaps the biggest takeaway: don’t wait until your product is perfect to start telling your story. Even the best products need to be understood before they can be chosen.
In fintech, trust is earned through communication, and increasingly, video is becoming one of the fastest ways to earn it.