The Next CMO Measuring Brand ROI and Selling a Feeling with Jasper Martens of PensionBee
Apr 16, 2025
Jasper Martens, a marketing executive who scaled PensionBee from startup to public company, shares playbooks for building trust in financial services. He discusses earning credibility with early adopters and reviews. He explains measuring brand impact with data and spreadsheets. He also explores selling emotional benefits and leveraging bold brand plays like sponsorships.
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Trust Is The Core Barrier For Financial Startups
- Building trust is the primary obstacle for any direct-to-consumer financial brand.
- Jasper explains customers ask, would I trust my life savings with a startup, so trust must be deliberately earned and showcased.
Borrow Trust From Recognizable Partners And Customers
- Borrow credibility from established partners and leverage early customers for social proof.
- PensionBee powered funds by State Street and used Trustpilot reviews and real customer testimonials in ads from day one.
Use One Star Reviews To Improve And Rebuild Confidence
- Embrace negative reviews as diagnostic tools and act on them publicly.
- Jasper reads one-star Trustpilot reviews, fixes product issues like withdrawal flows, and turns complainants into advocates.