Our Story
At Mint Studios, we empower financial services through innovative content marketing strategies and expertise.
Our story
We are a team of content marketing experts who fundamentally believe content marketing can grow a financial services company.
And that it can be proven.
I, Araminta, Mint Studios’ founder, saw first hand how marketers were being held accountable for leads, deals and customers, and yet were investing in content that only brought in traffic.
This would lead to a situation where:
- Content marketers and content marketing itself wasn’t taken seriously by leadership, and seen as a “nice to have” rather than a key pillar for acquiring customers.
- Content marketers struggled to get the budget they needed to hire writers, fix the website, or even get more time commitment from internal Subject Matter Experts.
- Content marketing as a marketing activity would never reach its full potential or bring a positive return on investment.
Content marketing is one of the most powerful ways for marketers to raise awareness, acquire customers and increase retention.
But because it’s hard to track and prove, content marketing often gets little attention.
At Mint Studios, we help you generate leads, MQLs and SQLs with content marketing in a way that allows you to prove the contribution of content marketing.
With a combination of Bottom of the Funnel content, Google Ads, expert-based content and advanced conversion tracking via Hubspot/Salesforce, you can track the results of your content marketing allowing you to:
- Prove its contribution to the business.
- Make a business case for additional budget or time commitment from experts.
- Build trust with leadership and get more budget / time to experiment.
Our founding story
In 2022, I launched Mint Studios to help financial marketers get results from content marketing in a way that would allow them to track and prove content’s contribution to the business.
Not only does this help the business with acquiring more customers, but it also helps the marketer make a business case for a larger budget or more time commitment from experts.
What keeps the team and I going is the combination of helping financial marketers get real results from a marketing activity that’s typically seen as a “nice to have” and writing about important and interesting topics in financial services.
Today, Mint Studios works with all sorts of financial services companies from late-stage fintech startups like Modulr, Persona and Yapily, to established companies like Confused.com, to compliance consultancies like fscom.
Companies working in technical industries with high-value customers are our specialty, since we know how to (and love to) write about complex topics while still bringing the results marketers need.
We’re a remote team of 8 and we’re passionate about writing clearly, concisely about important and complicated topics – while helping companies actually grow.
We’re also big financial services/fintech nerds. I run the Market Like a Fintech podcast, a 2,200+ person fintech marketing Slack group, run multiple fintech marketing events every year in London and New York, and publish a financial services content marketing newsletter every 2 weeks.
You can learn more about our teams’ whys here:
- Why I joined Mint: Elliot McGuire
- Why I joined Mint: Michelle Maiellaro
- Why I joined Mint: Katie Norris
Why work with us?
The Mint team have quickly become an extension of our team, reliable, proactive and genuinely invested in our success.
Our clients see real results with Mint Studios.
The Mint solution is specialised, outcome driven and transparent. The team are experts in what they do and are a joy to work with.
The Mint team are efficient, process-oriented and helped us actually meet our goals with content, SEO and GEO. SEO/GEO is now a key acquisition channel for us and we're excited to continue growing the channel with their help!
Mint has been integral in helping us with translating product experience into content for our customers. Using their interview-led processes, they have taken care of the entire workflow, from collaborative ideation through to additional research, and finally, to writing and editing. We are now regularly translating our own knowledge into helpful content that ranks for key B2B keywords meeting our strategic goals.
From the first draft to the final version, you can see immediately the thought and care that has gone into the content
We’ve had a great working relationship with consistent high-quality bottom-funnel content outputs that have achieved our goals of demonstrating expertise, generating consistent inbound interest, and ranking in top positions for the keywords we care about. There has been tangible, measurable results, which isn’t always easy to say about content.
The Mint team are really great. They know their stuff and their SEO approach is exactly what we need. They help us consciously decide content themes that increase findability with our target audience. They are flexible and patient, and their strategy and writing is 100% solid, making them a valuable partner for us.
Since partnering with [Mint Studios], we’ve seen a significant uplift in content quality, along with a clear increase in organic traffic and lead generation. They’ve quickly become an extension of our team, reliable, proactive, and genuinely invested in our success.
We went from getting no leads from the blog to ranking on Google for top keyphrases and getting a 10% in leads month over month from the blog. It’s great to finally work with a content agency that actually wants to help us grow, and not just deliver blog posts.
We started working with Mint Studios and within a few months saw a 3x increase in organic traffic with some articles already bringing in leads!
Mint Studios’ content strategy was outstanding and some of the best value consulting we’ve seen.
Mint Studios feels part of the team, not just an external agency
The Mint team are regularly sharing insights, contributing ideas on how to improve strategy or tracking and are on top of new trends that may be of interest to us. They have gone beyond being just an execution partner, they are a true knowledge partner.
Start turning content into conversions today
Contact us today to discover how we can help you engage and convert your audience.
What’s new in content and financial services
Newsletter: Why you need to be talking about your competitors
Comparison posts are some of the highest-ROI content you can create because they target buyers who are already evaluating options and ready to convert. This piece explains why they drive more qualified leads, build trust, and how to handle common objections so you can confidently write about competitors without damaging your brand.
Newsletter: Does increased LLM visibility lead to more customers? Here's what we found via 3 case studies
This post breaks down Mint’s “GPT articles” framework for boosting LLM visibility and shows, with real client data, that it doesn’t just increase brand mentions in tools like ChatGPT — it drives high-quality leads and real sales opportunities. The takeaway: targeting the right BOFU prompts through LLM-optimised content is now a powerful new customer acquisition channel, especially for early-stage companies.
Newsletter: Is your content actually working? Four questions to find out
To prove content is really driving revenue, look beyond traffic and track four signals: rankings for buying-intent keywords, lead volume and quality, and whether your content is cited by LLMs like ChatGPT. Together, these show whether your content is influencing real buying decisions and pipeline, not just awareness.
Newsletter: How this fintech almost 3x'd organic inbound leads with content
This case study shows how Yapily, a niche B2B open-banking fintech, nearly tripled (2.8x) its organic inbound leads by focusing on bottom-of-the-funnel “money keywords,” optimising existing content, and implementing robust lead attribution. It proves that even highly specialised fintechs can drive high-quality, measurable growth through strategic SEO and content.
