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Marketing Strategies for Scaling the Largest Fintech in Europe: Lessons from Bitpanda's Unicorn Journey

Join Eric in this insightful episode of Scratch as he interviews Magdalena Hörhager, the VP of Growth at Bitpanda. Bitpanda is a challenger brand that’s had a meteoric rise to become one of the most significant and trusted investment platforms in Europe. Magdalena sheds light on Bitpanda’s marketing strategies that focus on trust, consistency, differentiation, and cultural relevance. 

(Listen 🎧 to this episode on your favorite platform here.)

Magdalena emphasizes the importance of having a product that speaks for itself and encourages word-of-mouth marketing and stresses on the need to be agile and creative while setting up tracking and KPIs from the outset. She also discusses why hiring the right people, establishing processes, and organizational structures is a must, along with measuring the effectiveness of campaigns to ensure they resonate with the target audience.

The discussion also covers the challenges faced by traditional financial institutions, the impact of regulations on growth, and the value of building a strong brand identity that is culturally relevant. The episode is packed with valuable insights into Bitpanda's mission to make investing accessible to everyone. The discussion underscores the importance of data-driven marketing strategies, having a strong brand identity, and customer-centric approaches in the competitive fintech landscape.

[If you’re a brand-side marketer and want to join the AMP community, check out the application form here]


00:00 - Introduction

04:50 - What is BitPanda?

06:25 - Ice breaker - What challenger brand are you the most passionate about?

08:50 - Scaling to 4 Million Customers

13:12 - What are the key pillars in your marketing Playbook?

15:50 - What is the balance in being culturally relevant?: Top-Down (Global to Local) or Bottom up (Local to Global)

21:25 - What are the things that a head of marketing or CMO of a pre-revenue business should be focused on?

24:35 - What advice would you give to early sage marketers?

27:14 - What changes in terms of priority after revenue starts coming in?

30:45 - What changes with 7-figure customers, and unicorn status- for a marketer?

36:30 - How do you make change happen fast?

39:00 - Lightning Round

"Scratch" is a production of Rival, a marketing innovation consultancy that helps businesses grow faster by developing effective strategies and capabilities.

Every week, Eric interviews the CMO of a challenger brand, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.

Find Rival online at, LinkedIn, Twitter

Find Eric on LinkedIn and tweet him @efulwiler

Find Magdalena on Linkedin 

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