Welcome to Marketer Spotlight, a conversation series where we connect with forward-thinking leaders from the worlds of marketing, growth, and advertising to explore bold ideas, uncover emerging trends, and gain expert perspectives that are actively shaping the future of our industry. Our goal is to inspire thoughtful dialogue around innovation, strategy, and the evolving role of marketers in a digital-first world.
For our fourth edition, we’re excited to feature Carla Estefanía Acuña, Head of Marketingat albo, one of Mexico’s leading fintech apps offering a 100% digital banking experience. albo empowers users to spend, save, and manage their money seamlessly through a mobile-first platform that champions financial inclusion and transparency.
In this edition, Carla shares her perspective on balancing acquisition with retention, the role of trust in fintech marketing, the challenges of user skepticism, and how personalization, performance, and storytelling come together to shape meaningful customer relationships.
Let’s dive into the insights from someone who’s not just adapting to the pace of the industry, but actively helping define how fintech marketing evolves in Latin America and beyond.
Q1. Fintech is a trust-first industry. How does that shape your marketing approach at albo?
Answer: Trust is the foundation on which everything else is built. In fintech, it’s not enough to communicate speed or convenience; you have to consistently demonstrate reliability, security, and empathy. At albo, we have a broad value proposition that includes a digital account, lending, crypto, remittances, insurance, and more, in several cases in partnership with commercial partners. We stand by users so they feel empowered and secure in every decision. Trust is the common thread that enables more people to confidently take the step into digital finance.
Q2. Programmatic has already reshaped how we buy media. In your view, what will define the next frontier of programmatic marketing?
Answer: The future of programmatic lies in elevating both trust and intelligence. Scale alone is no longer enough: in the financial sector we need efficiency, brand safety, and fraud protection in an environment where users are especially sensitive. What excites me most is the convergence of AI and contextual intelligence, where campaigns can be optimized in real time while respecting user privacy. The real innovation will be a programmatic approach that is more transparent, safe, and ethical, one that can build trust and generate sustainable value for both brands and users.
Q3. Connected TV and streaming are expanding quickly. Do you see them becoming a bigger force in fintech marketing?
Answer: Without a doubt. CTV gives fintech brands a unique stage to humanize their value proposition, delivering stories that build trust in a high-attention environment. What makes it even more powerful is the ability to bridge brand storytelling with measurable outcomes, whether that’s app installs, user sign-ups, or transactions. It’s the rare channel that combines emotional resonance with performance accountability, which is exactly what fintech needs to grow sustainably.
Q4. User acquisition vs. retention: how do you balance the two as a growth leader?
Answer: Acquisition may fill the funnel, but I believe retention is the true core of building sustainable businesses. It’s about finding the right balance, but my focus is on creating relevant engagement that encourages users to explore the full ecosystem. Every touchpoint, whether an ad, a push notification, or a service interaction, should reinforce trust and deepen the relationship with the brand.
Q5. AI is transforming marketing across industries. How do you see it reshaping the future of marketing?
Answer: AI is revolutionizing marketing by moving us from reactive strategies to predictive, real-time interactions. In fintech it goes even further: it allows us to understand intent, context, and behavior at scale to deliver hyper-personalized experiences. AI empowers marketers to optimize creative, media, and journeys simultaneously, making campaigns smarter and more adaptive. The true impact lies in balance: combining AI-driven precision with human empathy to create connections that are meaningful, measurable, and that strengthen engagement across the entire brand ecosystem.
Closing thought
Carla reminds us that fintech marketing is not just about technology, it’s about trust and building lasting relationships, "For me, that’s the north star: using every tool, from programmatic to AI, to create connections that truly empower people."
If you want to be the next Marketer Spotlight or you wish to nominate your leader, feel free to fill out the form
Welcome to Marketer Spotlight, a conversation series where we connect with forward-thinking leaders from the worlds of marketing, growth, and advertising to explore bold ideas, uncover emerging trends, and gain expert perspectives that are actively shaping the future of our industry. Our goal is to inspire thoughtful dialogue around innovation, strategy, and the evolving role of marketers in a digital-first world.
For our fourth edition, we’re excited to feature Carla Estefanía Acuña, Head of Marketingat albo, one of Mexico’s leading fintech apps offering a 100% digital banking experience. albo empowers users to spend, save, and manage their money seamlessly through a mobile-first platform that champions financial inclusion and transparency.
In this edition, Carla shares her perspective on balancing acquisition with retention, the role of trust in fintech marketing, the challenges of user skepticism, and how personalization, performance, and storytelling come together to shape meaningful customer relationships.
Let’s dive into the insights from someone who’s not just adapting to the pace of the industry, but actively helping define how fintech marketing evolves in Latin America and beyond.
Q1. Fintech is a trust-first industry. How does that shape your marketing approach at albo?
Answer: Trust is the foundation on which everything else is built. In fintech, it’s not enough to communicate speed or convenience; you have to consistently demonstrate reliability, security, and empathy. At albo, we have a broad value proposition that includes a digital account, lending, crypto, remittances, insurance, and more, in several cases in partnership with commercial partners. We stand by users so they feel empowered and secure in every decision. Trust is the common thread that enables more people to confidently take the step into digital finance.
Q2. Programmatic has already reshaped how we buy media. In your view, what will define the next frontier of programmatic marketing?
Answer: The future of programmatic lies in elevating both trust and intelligence. Scale alone is no longer enough: in the financial sector we need efficiency, brand safety, and fraud protection in an environment where users are especially sensitive. What excites me most is the convergence of AI and contextual intelligence, where campaigns can be optimized in real time while respecting user privacy. The real innovation will be a programmatic approach that is more transparent, safe, and ethical, one that can build trust and generate sustainable value for both brands and users.
Q3. Connected TV and streaming are expanding quickly. Do you see them becoming a bigger force in fintech marketing?
Answer: Without a doubt. CTV gives fintech brands a unique stage to humanize their value proposition, delivering stories that build trust in a high-attention environment. What makes it even more powerful is the ability to bridge brand storytelling with measurable outcomes, whether that’s app installs, user sign-ups, or transactions. It’s the rare channel that combines emotional resonance with performance accountability, which is exactly what fintech needs to grow sustainably.
Q4. User acquisition vs. retention: how do you balance the two as a growth leader?
Answer: Acquisition may fill the funnel, but I believe retention is the true core of building sustainable businesses. It’s about finding the right balance, but my focus is on creating relevant engagement that encourages users to explore the full ecosystem. Every touchpoint, whether an ad, a push notification, or a service interaction, should reinforce trust and deepen the relationship with the brand.
Q5. AI is transforming marketing across industries. How do you see it reshaping the future of marketing?
Answer: AI is revolutionizing marketing by moving us from reactive strategies to predictive, real-time interactions. In fintech it goes even further: it allows us to understand intent, context, and behavior at scale to deliver hyper-personalized experiences. AI empowers marketers to optimize creative, media, and journeys simultaneously, making campaigns smarter and more adaptive. The true impact lies in balance: combining AI-driven precision with human empathy to create connections that are meaningful, measurable, and that strengthen engagement across the entire brand ecosystem.
Closing thought
Carla reminds us that fintech marketing is not just about technology, it’s about trust and building lasting relationships, "For me, that’s the north star: using every tool, from programmatic to AI, to create connections that truly empower people."
If you want to be the next Marketer Spotlight or you wish to nominate your leader, feel free to fill out the form
