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 fifth edition, we’re excited to feature Lucas Bachur, Growth Lead at belo, one of Argentina’s fastest growing digital payment platforms. belo empowers remote workers, travelers and businesses to send, receive, and manage global payments seamlessly. From collecting income internationally to accessing stable currencies, making cross-border transfers, and paying in another country, belo is redefining financial accessibility across Latin America.
In this edition, Lucas unpacks how he steers growth in a fluid fintech landscape, how he recalibrates when campaigns miss the mark, leveraging data-driven performance with creative intuition. He also weighs in on what it takes to build marketing campaigns that resonate with diverse user bases in an industry defined by constant change.
Let’s dive into the insights from someone who’s not just adapting to the pace of the industry, but actively helping lead it forward.
1. You’re building growth in a space that didn’t exist a decade ago. How do you design growth strategies without relying on proven models or traditional benchmarks?
Answer: Benchmarks are for comparing yourself against others. We focus on ourselves, on user behavior, not vanity metrics. At belo, we have different segments (remote workers, tourist, local consumer), and we map their natural usage frequency, identifying the retentive events that actually predict long-term adoption. That is our benchmark. Instead of asking “what does ROAS look like in another fintech?”, we ask “what does an awesome experience look like when a tourist lands in Brazil and makes their first Pix payment?”. This is how we create our own playbook, by user signals, not outdated references.
2. Most growth teams optimize funnels, but you focus on user behavior. What drives that approach, and how does it shape your strategy?
Answer: Fintech usage is rarely linear, and funnels are linear. Fintech is all about trust, timing, and relevance. We focus on behaviors, on user journeys and trying to design experiences that accelerate users into their natural rhythm of usage. Fintech is all about how we can make someone feel safe moving money? How do we become part of their weekly rhythm? That’s what unlocks growth.
3. What makes retention a core growth lever for you, and how do you track its real value over time?
Answer: Retention gives you proof. A user who sticks with you it’s a signal that you’ve solved a real problem. We don’t optimize for attention, we optimize for long term value. We measure success not by how fast someone creates his account, but by how often they come back, transact, and rely on us as part of their financial routine. That’s when growth becomes sustainable.
4. You’re operating between tech, regulation, and volatility. How do you turn that complexity into an edge?
Answer: Operating in Latin America means building in volatility. Volatility creates opportunities and demand for cross-border payments and savings alternatives. We have the right rails (PIX, USD account, stablecoins), so we are the bridge the users use to surf in this volatility. The fun of a startup is to build and be agile in chaos.
5. What trends or behaviors do you think will unlock the next wave of growth in Latin America?
Answer: We’re witnessing a shift from basic access to empowered ownership. A few years ago, users were satisfied with simply receiving stable currency, now they expect full financial control; sending, investing, earning, and managing value seamlessly from a mobile device. This evolution isn’t just about better tech, it’s about a deeper psychological shift towards financial sovereignty. At belo, we’re not just building products; we’re enabling people to take control of their economic destiny in environments where traditional systems have not been successful.
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 fifth edition, we’re excited to feature Lucas Bachur, Growth Lead at belo, one of Argentina’s fastest growing digital payment platforms. belo empowers remote workers, travelers and businesses to send, receive, and manage global payments seamlessly. From collecting income internationally to accessing stable currencies, making cross-border transfers, and paying in another country, belo is redefining financial accessibility across Latin America.
In this edition, Lucas unpacks how he steers growth in a fluid fintech landscape, how he recalibrates when campaigns miss the mark, leveraging data-driven performance with creative intuition. He also weighs in on what it takes to build marketing campaigns that resonate with diverse user bases in an industry defined by constant change.
Let’s dive into the insights from someone who’s not just adapting to the pace of the industry, but actively helping lead it forward.
1. You’re building growth in a space that didn’t exist a decade ago. How do you design growth strategies without relying on proven models or traditional benchmarks?
Answer: Benchmarks are for comparing yourself against others. We focus on ourselves, on user behavior, not vanity metrics. At belo, we have different segments (remote workers, tourist, local consumer), and we map their natural usage frequency, identifying the retentive events that actually predict long-term adoption. That is our benchmark. Instead of asking “what does ROAS look like in another fintech?”, we ask “what does an awesome experience look like when a tourist lands in Brazil and makes their first Pix payment?”. This is how we create our own playbook, by user signals, not outdated references.
2. Most growth teams optimize funnels, but you focus on user behavior. What drives that approach, and how does it shape your strategy?
Answer: Fintech usage is rarely linear, and funnels are linear. Fintech is all about trust, timing, and relevance. We focus on behaviors, on user journeys and trying to design experiences that accelerate users into their natural rhythm of usage. Fintech is all about how we can make someone feel safe moving money? How do we become part of their weekly rhythm? That’s what unlocks growth.
3. What makes retention a core growth lever for you, and how do you track its real value over time?
Answer: Retention gives you proof. A user who sticks with you it’s a signal that you’ve solved a real problem. We don’t optimize for attention, we optimize for long term value. We measure success not by how fast someone creates his account, but by how often they come back, transact, and rely on us as part of their financial routine. That’s when growth becomes sustainable.
4. You’re operating between tech, regulation, and volatility. How do you turn that complexity into an edge?
Answer: Operating in Latin America means building in volatility. Volatility creates opportunities and demand for cross-border payments and savings alternatives. We have the right rails (PIX, USD account, stablecoins), so we are the bridge the users use to surf in this volatility. The fun of a startup is to build and be agile in chaos.
5. What trends or behaviors do you think will unlock the next wave of growth in Latin America?
Answer: We’re witnessing a shift from basic access to empowered ownership. A few years ago, users were satisfied with simply receiving stable currency, now they expect full financial control; sending, investing, earning, and managing value seamlessly from a mobile device. This evolution isn’t just about better tech, it’s about a deeper psychological shift towards financial sovereignty. At belo, we’re not just building products; we’re enabling people to take control of their economic destiny in environments where traditional systems have not been successful.
If you want to be the next Marketer Spotlight or you wish to nominate your leader, feel free to fill out the form.
