One of the key tasks of a fintech marketing team is to position their company as a trusted partner and an authority in their industry.
Content plays a critical role in building that trust. It’s a key tool for marketers to showcase the quality of the product and the expertise of the company, as well as to engage with customers’ needs and concerns.
But while it’s their job to create this content, marketers face a significant challenge: they may not always have the technical knowledge they need to build that authority themselves.
They might be marketing experts, but they’re rarely experts in product, compliance, or engineering.
As such, to create content that’s convincing, compelling and trustworthy enough for its expert audiences, marketers need to tap into the knowledge embedded elsewhere in the organisation. They need to work across teams and functions to extract insights from those who are really in the know.
One fintech that’s creating content that’s genuinely informative, inspiring, and attentive to the needs of its audience is Enfuce.
Enfuce is an issuer processor supporting companies with specialist financial services such as card issuance, cloud-based payment processing, and BIN sponsorship.
Across an impressive array of content, the marketing team is able to showcase the intelligence of the company in order to show why Enfuce is such a valuable and trustworthy partner.
In a recent conversation with Nicole Heringer, VP of Brand & Communications, we discussed how Enfuce leverages the expertise of the different people in the company—in order to create content that its audiences can trust.
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Enfuce’s backstory
Enfuce was founded in 2016 in Espoo, Finland, by Denise Johansson and Monika Liikamaa, who have since led the company as co-CEOs.
The company offers card-as-a-service (CaaS) tools, plus a payment platform that processes card payments and that can easily be integrated into customers’ own digital platforms via an API.
Enfuce was also the first company to move payment processing to the cloud and be accredited to do so by the Finnish FCA. As Denise and Monika have revealed elsewhere, going all-in on the public cloud was a really difficult decision to make, back in the 2010s, as it wasn’t clear that the financial industry was ready for such a shift.
Fast forward to 2025 and it’s clear that there was no other way. Enfuce grew from being an ambitious Nordic startup to an international scale-up, with teams across the UK, Germany, Sweden and Finland, and on its own Enfuce Island in the Åland archipelago (more on that later).
Due to the nature of its product, Enfuce works in long-term partnerships with high-value customers, such as Pleo, OKQ8, Allpay, and Porsche. Typically, its own service offering becomes part of its customers’ own product, and this relationship necessitates close and complex integrations, deep mutual trust, and multi-year partnerships.
Unsurprisingly, detailed, authoritative content plays an essential role in winning and keeping these customers.
Enfuce’s content strategy: Building trust through content featuring real experts
Enfuce’s customers, including fintechs and large banks, rely on Enfuce to offer their own payment cards. As such, they’re not making one-off purchases; they’re engaging in a long-term partnership which is a cornerstone part of their product.
To this end, one of the key goals of Enfuce’s content strategy is to build trust. Their customers want to know who they’re working with and how they’ll benefit, and they need to be bought in for the long haul.
There’s another element to the challenge here, namely that, in Nicole’s words, its sales cycles are “massive”. These cycles typically involve product teams, compliance and risk officers, executives, and other decision makers. And Enfuce’s content has to talk to all of these personas, who are at various touchpoints in the buying journey, about their own specific needs, concerns, and questions.
To meet these needs, Nicole and her team work with a large range of content, including videos, blogs, podcasts, webinars, reports—and even real-life experiences too. Yet as it’s a “small but mighty” team, in Nicole’s words, they need to be really intentional about what content they’re producing and prioritising.
Throughout our conversation, Nicole outlined three primary ways that Enfuce builds trust through its content:
- Using video across channels
- Leveraging real expertise from across the company
- Being honest about customer relationships through case studies
1. How Enfuce has found unexpected success with video
One tactic that Nicole and Enfuce have found to serve diverse audiences on limited resources is to create content that can be used in different formats across channels.
An idea may start life as a video, but then be repurposed as a podcast, as sales enablement material, or as written content. This flexible approach is a way to be efficient, but also to meet Enfuce’s different audiences in different places depending on their specific pain points and concerns.
In most cases, though, Enfuce’s content starts as video—as surprising as that might sound. We’ve seen that many fintechs are reluctant to use this format, due to concerns around complexity, cost, and a lack of on-screen charisma.
Luckily, this lack of charisma is not a problem that Enfuce has. Nicole explains that video has had great results, working well for the company on LinkedIn—one of Enfuce’s most important lead generators—and as snackable content across other channels.
But Enfuce’s relationship with video started organically. The company started experimenting with short films at Money 20/20, after their latest brand evolution, Nicole explains. They shot a few clips that showcased their bold new colours, as well as their Nordic aesthetic.
That content was received really well and, since then, Enfuce has used video as an explainer, a brand builder, and an employer branding tool too.
For instance, one successful video series is Myth vs Fact, a series in which different members of the company dispel some myths around what Enfuce does. In one video, co-founder and principal engineer, Niklas Apellund, breaks down some myths about cloud-based payments. In another, chief risk officer, Daniel Alter, talks through why compliance isn’t just about following the rules.
Now, these videos don’t just sit on their YouTube channel. Instead, Enfuce’s sales teams send them out to prospects in order to answer their questions directly.
And, Nicole explains, Enfuce’s sales team even receives specific requests for video explainers from their prospects—revealing just how much the company is trusted as an authoritative source of information.
2. Why Enfuce’s internal experts are an invaluable resource for their content team
Throughout our conversation, Nicole insists that she and her team couldn’t create the content they do without the help of the company’s technical experts. In fact, she credits the expertise of Enfuce’s leaders and employees for the success of the company’s webinars, videos, and its podcast overall.
For instance, another video series is built around Mikkis Fabricius, a payment solutions expert at Enfuce. In the “Mikkis Minute”, he summarises one of the company’s key offerings in less than 60 seconds.
It’s a good example of how Enfuce’s marketing team leverages the knowledge (and charisma) of its colleagues to create content with the level of detail required to be really valuable. But it doesn’t stop there. Enfuce’s experts appear in everything from their podcast—hosted by co-CEO Denise—to their webinars, which feature experts on everything from financial crime to customer success.
There are three great reasons why Enfuce is so keen to feature their experts.
Firstly, there’s the practical reason. Simply, leveraging the skills and knowledge of internal experts makes it much easier for the marketing team to create quality content.
Secondly, it builds trust in the wider organisation by showcasing the people that customers will actually be working with, such as product experts or compliance specialists. In this way, it gives Enfuce’s marketing a human face that so much other fintech content lacks.
Finally, this collaborative, cross-functional approach has a philosophical basis too.
For Nicole, it’s critical for marketers to be constantly in touch with the commercial team, because a siloed marketing team is one that has “failed miserably”. While marketers can’t use the insights of the rest of the organisation if they’re working alone, they also can’t access any feedback or requests that come through customer-facing teams.
“We’re very lucky that we have a very collaborative commercial organisation that really understands the value that marketing can drive for them”.
3. The role of honesty in Enfuce’s case studies
Throughout all it does, Enfuce wants to come across as approachable, human, trustworthy, and easy to work with.
In a context in which customers are engaging in long-term partnerships with Enfuce, these aren’t just abstract brand values. They’re ways of working that have a material impact on the nature of the partnership.
One way that Enfuce shows how it works as a partner, not just a vendor, is through an innovative use of the narrative case study. These are videos that dig deep into how real-life partnerships with Enfuce work. It’s content that’s designed specifically for prospects who are already far down the funnel and who may have uncertainties about the nature of the engagement.
As an example, Enfuce recently recorded a case study with Octopus Electroverse, in which they explored the partnership over four video chapters.
In one video, you can hear from leaders at Octopus themselves. In another, Enfuce’s co-CEO, Denise Johansson discusses the challenges being solved. In a third video, Denise and the customer sit side by side in conversation.
This might feel like a lot of energy to put into a case study. But Enfuce has found that this level of detail is really important to convince potential customers—as they can explore the real nature of the engagement and gain trust in the long-term process.
In fact, something really refreshing about these case studies is the honesty of the conversation.
For instance, part of the Octopus series was a detailed conversation about the challenges that the partnership faced.
As Nicole explains, they don’t want to pretend that everything is perfect all the time. Instead, they want to be frank about how Enfuce collaborates and solves problems, and to share “what it’s actually like to work with Enfuce”.
What’s more, the marketing team’s cross-functional approach is on display here too. The case study came out of conversations with sales and customer success teams “about what they needed and what prospects were asking them for”.
The human element: How a podcast, exclusive dinners, and a private island help Enfuce create unforgettable experiences
Alongside traditional forms of content, Enfuce has three secret weapons that make its marketing efforts stand out from the rest of the fintech industry—through an emphasis on human interactions and experiences.
1. “In the Hot Seat”
The first special weapon that Enfuce wields is their podcast, “In the Hot Seat”. It’s important to stress that this is not just any business podcast. Rather, in keeping with Enfuce’s Finnish roots, the first episode took place in a sauna, and the podcast has gained a reputation for its frankness.
Each show is hosted by co-CEO Denise, and over the years it has proved extremely popular. It has hosted some of the biggest names in fintech, including Leda Glyptis and David Birch, and now has listeners in over 20 countries.
It’s a great format for Enfuce, because it allows the brand’s honest, human approach to come to the fore. Plus, it gives them an opportunity to gather experts from across the industry, to have “uncensored” conversations with Denise.
This has allowed Enfuce to position itself as a home of cutting-edge thinking and authoritative expertise in the fintech space. But Nicole explains how the podcast has also been useful in cementing relationships with customers.
Nicole describes it as both a “door opener” in conversations with potential partners or customers. Simply, by asking people onto the podcast, Enfuce can show that they value their perspective and experience too.
2. The “Aurora Club” dinner series
Another way that Enfuce goes beyond traditional content is with dinners for their customers and prospects.
Rather than attending external marketing events, Enfuce’s dinner series—known as “Aurora Club”—aims to make interactions with customers more intimate. It’s part of Enfuce’s account-based marketing (ABM) strategy, in which the brand focuses on targeting individual customers rather than looking to get broad market appeal.
As such, Enfuce’s dinners are small, private events, with twenty or so “handpicked” guests curated to build meaningful connections and relationships. What’s more, they’re not filmed or photographed, enabling the attendees to feel as at ease as possible.
One thing that’s particularly impressive about these dinners is the sumptuousness of the design. Everything reflects Enfuce’s Nordic roots (a bit “folky Nordic cabin, a little bit of Apple Store”, says Nicole, with stunning locations and amazing floral arrangements.
Yet the real aim is to allow Enfuce to talk to their prospects and customers as real people. It comes from a recognition that they’re not marketing to AI bots or faceless corporations, but actual individuals who like to go for dinner and speak to other people in the industry.
The evidence suggests that attendees really value this human approach. They leave these dinners with a “wonderful memory”, says Nicole, as well as the knowledge that Enfuce is really there for their needs.
3. Enfuce Island
One asset that very few fintechs can boast is a private island. But in the heart of the Åland archipelago, between Sweden and Finland, you’ll find Enfuce Island.
Enfuce’s co-founders are from the region. But the idea of a space in the archipelago dedicated to Enfuce was born when Vanessa, the CMO, was in the area on an off-site.
Today, the island is, in Nicole’s words, “the embodiment of Enfuce culture”. In keeping with the Nordic style, the island has a sauna and a little cabin, as well as a space for communal dining. As Nicole says, it’s “absolutely breathtaking and beautiful”.
However, it’s not just something that’s nice to have for Enfuce. It’s a place where the company holds internal workshops and company away days.
Plus, it’s a place where the company can “take experiential marketing to a whole new stage”, Nicole says. Here, Enfuce can bring prospects or clients, offer them a memorable experience, and remind them of how much they value the human relationship—not just the commercial one.
Happiness built in: Leaning on their Nordic roots
Take a look at any of Enfuce’s marketing efforts and there’ll be one thing that will jump out at you first: the Nordic vibes.
Since it was founded in 2016, Enfuce has built its identity around its Finnish roots. You’ll see this in “In the Hot Seat”, at Enfuce Island, and elsewhere in its content.
But this is not just an aesthetic, nor does it simply represent a fondness for a particular way of life. Rather, Enfuce works hard to support the local fintech ecosystem in the Nordics, for instance in the video series Nordic by Nature or its European-wide counterpart Passport to Payments.
Here, another of Enfuce’s experts, Michael Fabricius, Head of Customer Onboarding, interviews industry leaders across the Nordics and Europe, including Matt Pretorius, Head of Fleet Solutions at Octopus Electroverse. Like Enfuce’s podcast, it’s another way to showcase talents across the industry and build a reputation as a thought-leader.
Perhaps the place where Enfuce’s Finnish identity is most important, though, is in its brand, “happiness built in”. Happiness is at the centre of all of its branding, echoing the fact that Finland is regularly recognised as the happiest country in the world.
It’s a clever brand concept. On the one hand, it pays homage to this valuable part of Enfuce’s roots. On the other, it reinforces the idea that Enfuce isn’t just about payment technology—but about human relationships too.
What content are they proudest of?
Beyond Resilience: What it Really Takes to Build, Lead, and Last with Leda Glyptis
While Nicole speaks highly about all of the “In the Hot Seat” episodes, two that she comes back to are the episodes with Leda Glyptis. The first was a conversation with both Monica and Denise. But she returned to talk just with Denise about resilience in a conversation where the “banter is magical”.
Enfuce’s content: Using human-based content to build trust
In what Nicole calls the “sea of sameness” of much marketing in the fintech industry, Enfuce needed a way to stand out. They do that in two ways:
1. By revealing the human face of their internal knowledge, by showcasing the talents, charisma, and expertise of everyone across the company
2. By building unique, personal relationships with their customers, through unique experiences
Of course, not every company can have its own island. But this focus on human interaction—and the specific needs of individual customers—is something that all fintechs can learn from.
In a world in which AI will play an ever-greater role, this human element may well become more important in B2B marketing than ever.
Huge thanks to Nicole Heringer for taking the time to chat with us on how Enfuce does their content marketing!
