Fintech Rundown: A Rapid Review of Weekly News

Fintech Rundown: A Rapid Review of Weekly News

Last week brought a small uptick in fintech funding and drama ensued when Tabapay renounced its agreement to purchase Synapse’s assets. Stay tuned to this week’s news for updates as this situation– and others– evolve throughout the week.


Payments enablement and software company Flywire announces expanded availability of its third-party invoicing solution.

Bank payments company GoCardless appoints Jolawn Victor as Chief Growth Officer.

Bankart partners with Diebold Nixdorf to modernize its payment processing platform across southeast Europe.

Tango launches Global Choice Link, to offer its business customers an easy platform to send rewards, incentives, and payouts to recipients across the globe.

REPAY becomes a Certified Integration Partner with Corelation’s KeyStone platform.

Mastercard and Salesforce announce new integration to transform transaction disputes.

Small business banking

Expensify unveils unlimited virtual cards for enhanced spend management.

Core banking

Vietnam-based Orient Commercial Joint Stock Bank (OCB) leverages Backbase’s Engagement Banking Platform to launch its OMNI 4.0 app.

Banque Internationale à Luxembourg selects Temenos‘ core banking and payments to increase agility and efficiency of its retail, corporate, and private banking operations.


Raisin reports first profit as customer deposits increase.


SALT granted FCA approval and gears up for summer launch.

London-based automated mobile debt management platform Incredible raises $1 million in pre-seed funding.

Challenger banking

French payments app Lydia launches new challenger bank proposition called Sumeria.


Mexican BNPL platform Aplazo secures $70 million in equity financing.

Fraud prevention

Financial services technology provider Koodoo teams up with Resistant AI to enhance its ability to check documents for fraud.

Digital banking

U.K.-based “greener” digital bank Tandem introduces new Chief Technology Officer Suavek Zajac.

Photo by Armin Rimoldi

Expensify Travel Goes Head-to-Head with Navan

Expensify Travel Goes Head-to-Head with Navan
  • Expensify is teaming up with Spotana to launch Expensify Travel, a business travel booking platform based on Spotanas Travel-as-a-Service offering.
  • The new travel service will offer Expensify’s business users access to global travel inventory, lower fares, and servicing.
  • Expensify’s new launch makes it a direct competitor with California-based Navan, a corporate travel and expense management platform that launched in 2015.

Business expense management company Expensify announced the upcoming addition of a new set of capabilities today, which will make it a more robust platform to help businesses plan and manage their expenses. The company is launching Expensify Travel.

Expensify Travel will allow the company’s business users to access global travel inventory, lower fares, and servicing. Expensify Travel will be built on top of New York-based Spotana’s cloud-based Travel-as-a-Service platform, which will help clients manage flight changes, cancellations, and unused ticket credits, as well as offer comprehensive travel management capabilities.

“Book your trip in minutes, we’ll handle the rest. We’ve made it effortless for members to search and book flights, hotels, cars, and trains — all at the most competitive rates available,” said Expensify CEO David Barrett. “Our early release will let business travelers manage it all in one place, with real-time support, customizable rules, and the option to assign virtual travel cards to employees. We couldn’t be more excited for the future of Expensify Travel in partnership with Spotana.”

Expensify plans to have the early release of Expensify Travel next week, offering booking and management capabilities, as well as 24/7 Expensify support. In the future, the new travel offering will be directly integrated into New Expensify, the company’s new super app. When booking their travel in the new chat-based app, customers will be able to book and manage trips, manage travel expenses, chat with colleagues, and more. “Through our partnership, Expensify has created a one-stop shop for travel and expense management for their customers with a seamless user experience,” said Spotnana Founder and CEO Sarosh Waghmar.

Expensify’s new launch makes it a direct competitor with California-based Navan, a corporate travel and expense management platform. Formerly known as TripActions, Navan was founded in 2015 and offers expense management tools such as employee spending controls, automated expense management tools, reporting capabilities, and more.

There are key differences between Expensify’s and Navan’s expense management tools, however. While both companies allow clients to use their own existing corporate expense cards with their expense management tools, Expensify also offers users its own branded debit card. Also, Expensify’s interface is focused on being user friendly to serve small and medium sized businesses, while Navan offers features that are tailored to meet needs of a variety of sizes.

It is more difficult to assess the differences between the companies’ travel booking tools, given that Expensify’s tools have yet to launch. However, it appears that the two will differentiate themselves with tools that serve their individual target markets. For instance, Navan offers a high-touch, premium travel experience, the ability to book meetings and events, and consulting services aimed at larger, corporate clients. Expensify’s tools will likely root in the company’s user-friendly, simplified approach.

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Fintech Rundown: A Rapid Review of Weekly News

Fintech Rundown: A Rapid Review of Weekly News

Investment and innovation are defining the wealth management space as the week begins. LA-based wealth management platform Altruist enters the week with $169 million more in capital, courtesy of a Series E round led by Iconiq Growth. Meanwhile, JP Morgan Chase announced that it has deployed generative AI to enhance its thematic investment offering.

Be sure to check back all week long for more fintech news!


Revolut launches its stand-alone crypto exchange for professional crypto traders, Revolut X.

MoonPay announces collaboration with PayPal to enable MoonPay users in the U.S. to buy crypto via their PayPal accounts.

Nayms partners with Coinbase to leverage on-chain technology for insurance transactions.

Community banking

New Peoples Bank turns to Jack Henry for its core processing technology and Banno Digital Platform.

Spend management

Expensify, the financial management super app for expenses and corporate cards, unveiled its new travel platform, Expensify Travel.


CoverTree, an insurtech specializing in manufactured home insurance, secures $13 million in Series A funding.

U.K.-based digital life insurance and income protection product company Eleos raises $4 million in seed funding.

Embedded insurance company CoverGenius inks partnership with Adyen.


Keybank introduces virtual account management powered by Qolo. launches its Payments-as-a-Service solution, Flow.

WaFd Bank selects Fiserv’s CashFlow CentralSM to expand payment capabilities for small businesses.

NAB and Banked team up to launch Pay by Bank for Australian merchants.

YES BANK and EBANX partner to empower cross-border commerce in India.

Crowded launches international currency transfers for nonprofits, enabled by Visa Direct and Cross River.

Fraud prevention

AML and fraud risk mitigation company Unit21 launches ACH Risk Scores and Action Event Rules.

Investing / Wealth management

Life insurance and wealth management solutions provider iPipeline introduces its first Chief Product Officer Katie Kahl.

Wealth management platform Altruist raises $169 million in Series E funding.

JP Morgan Chase introduces its IndexGPT thematic investing tool.

Pure Financial Advisors generates more than $1 billion in new AUM through its SmartAsset partnership.

Data and analytics

Bank personalization engine company Moneythor appoints Martin Frick as its new Chief Executive Officer.


AI Squared acquires open-source reverseETL technology company Multiwoven.


Planet Home Lending appoints Paul Walker as Chief Financial Officer.

Libro Credit Union seeks to enhance its lending operations via a transition to nCino’s cloud banking platform.

Communication & Virtual Assistants

How Eltropy’s AI-powered conversations platform helps 3 FIs reduce delinquencies.

Wipro collaborates with Microsoft to launch a suite of generative AI-powered virtual assistants for financial services.

Digital banking

Velmie and Unlimit partner to accelerate European Fintech growth.

FIS launches Atelio to provide the building blocks for BaaS and embedded finance.

Small business

Mercury launches new software to help businesses simplify financial workflows: billpay, accounting automations and employee reimbursement tools.

Basware acquires AP Matching. 

KeyBank launches KeyVAM, a virtual account management solution powered by Qolo for treasury management clients who have complex demand deposit account structures.


Global RegTech consolidator Corlytics acquires Deloitte UK’s RegTech platform.

Embedded finance

Issuer-processor Paymentology teams up with Diamond Trust Bank to bring embedded finace solutions to customers in Kenya.

Accelerators and incubators

Ally Financial launches its Ally Innovation Challenge to promote solutions leveraging Responsible AI.

Photo by Towfiqu barbhuiya on Unsplash

Fintech Rundown: A Rapid Review of Weekly News

Fintech Rundown: A Rapid Review of Weekly News

This week brings May Day, a day to celebrate the halfway point between spring and summer, and in the world of fintech, there are also exciting developments to mark the start of a new month. Check back for real-time updates on how the fintech landscape evolves this week.

Youth Banking

SCE Credit Union partners with Los Angeles County on youth access banking program.

Credit Unions

UniWyo Credit Union taps Jack Henry to help with merger with Reliant Federal Credit Union.

Digital Banking

Core banking platform provider Finxact and SaaS core modernization and transformation solution provider for banks Zafin announced a new collaboration.

Expense Management

Financial management superapp for expenses and corporate cards Expensify unveils its New Expensify platform geared toward the global self-employed market.


Fintech infrastructure solution for branded customer wallets, Ansa, secures $14 million in Series A funding.

TreviPay unveils new self-financing option and enhanced payment application features for B2B net terms program.

Stripe decouples payments from the rest of its products stack.

Till Financial partners with EF Educational Tours and EF Explore America to facilitate cashless payments for traveling students.

FastSpring and EBANX partner to expand Pix payments for digital products in Brazil.

DailyPay to offer earned wage access to small businesses nationwide.

Airwallex to provide faster international payments for BILL.

Kojo expands fintech offering to modernize the payment process for contractors.

Fortech selects Shift4 technology to streamline payments at alternative-fuel service stations across Europe.


Xplor Technologies launches new financial solution for small businesses.

Cross River marks $200+ million in commercial real estate loan originations in the first quarter of 2024.

Blend Labs lands $150 million investment.

Fraud Prevention

Anti-fraud and financial crime software company Feedzai introduces new Chief Financial Officer David Larson.

Featurespace joins The Knoble, an alliance of financial service professionals, law enforcement, regulators, and NGOs committed to fighting financial crime.

Quavo Fraud & Disputes releases QFD Version 24.01 to reduce assignment volumes and enhance automation.

FinScan launches AI solution for sanctions screening of financial instruments.

Wealth Management

Swedish investment platform SAVR secures investment from Incore Invest.

Financial digital platform FactSet unveils AI-powered portfolio commentary.

Treasury Management

Finastra teams up with OpenFin to enhance the user experience of Finastra Kondor, Finastra’s bank treasury management system

Business Banking

Baselayer raises $6.5 million in a Seed round to redefine business risk with AI risk engine. 

Photo by Social History Archive on Unsplash

Expensify Now Facilitates Global Reimbursements

Expensify Now Facilitates Global Reimbursements
  • Expensify now enables business customers to reimburse international employees in multiple currencies.
  • Expensify customers can send employee reimbursements in over 154 currencies and across 200+ countries.
  • Today’s move also enables businesses to link withdrawal bank accounts in the U.K., Canada, Australia, and the European Union.

Business expense management firm Expensify made a move this week to support businesses operating in the global economy. The San Francisco-based company now enables its business customers to reimburse their employees across borders in multiple currencies.

Using the Expensify app, customers can send employee reimbursements in over 154 currencies and across 200+ countries. The international reimbursement process doesn’t require businesses to pre-fund payment. Rather, businesses can pay employees at any time by linking their local bank account.

“Employees can work from anywhere these days and expect to be reimbursed quickly for out-of-pocket expenses regardless of where they live,” said Expensify Founder and CEO David Barrett. “We have listened to these customers and now include global reimbursements for free in all paid Expensify plans.”

Additionally, Expensify is taking another step to support international businesses. The company now enables businesses to link withdrawal bank accounts in the U.K., Canada, Australia, and the European Union.

If you’re familiar with Expensify’s company culture, the only surprising aspect about this move is that the company didn’t launch it sooner. Even pre-pandemic, Expensify was known for its flexible working policy, taking its entire workforce to fun, overseas locations to work for a month. “The entire team goes on a month-long Offshore to a new country every year,” the company’s website states. “We start out the trip in hostels and Airbnbs, and then for our final week together, we re-locate to the most amazing or unique accommodation we can find!”

Expensify went public in 2021 and now trades on the NASDAQ under the ticker EXFY. The company launched expense reporting in 2008, and has since grown to add billpay, a travel concierge, a corporate payment card, and– as of last month– a co-working space as a perk for its business clients.

The business expense management space has become increasingly crowded in recent years, having seen competition from the likes of Brex, Ramp, Divvy, PayEm, Bento for Business, and more. According to Grand View Research, the market size for global spend management platforms was valued at $15.9 billion in 2021 and is expected to expand at a rate of 10.3% from 2022 to 2030. 

In a Remote World, Expensify Builds In-Person Perks

In a Remote World, Expensify Builds In-Person Perks

Business expense management firm Expensify is in the process of beta testing a unique new feature. Though, it’s more of a perk than a feature. The Expensify Lounge is a chic new space in the entrance to Expensify’s San Francisco office located in the heart of the financial district.

The idea for the Expensify Lounge came about pre-COVID. Much of the company’s workforce was already working remotely, and the Expensify Lounge was slowly becoming a ghost town. To maintain the vibrancy of the office, the team decided to turn the office into “best co-working cafe in the city” by launching the Expensify Lounge, a cafe-like working environment that includes great coffee, great cocktails, and great company. Now that the pandemic is waning in the U.S., the Expensify Lounge is in beta testing this spring.

“We added a ridiculously over-the-top cocktail bar like you’d find tucked away in a Tokyo high rise, and put in an espresso bar even us Portland coffee snobs can respect,” described Expensify CEO David Barrett. “Then we paired it with our integrated chat Concierge to offer to-your-seat delivery, and then turned the overall furnishings of everything else up to 11.”

The newly-renovated space functions like a high-touch version of a co-working space. Expensify customers can work from the space as often as they like, as long as they like, with wifi, complimentary drinks, and snacks. During the beta test period, there’s no membership required. The company is especially encouraging early stage companies and VCs to come in and check it out and kick the tires.

If you’re in the area and interested in visiting the Expensify Lounge during the beta period, go to and use the password “Finovate” when you arrive. If you’re attending FinovateSpring on May 18 through May 20, you’re in luck. The Expensify Lounge is just a 10 minute walk from the event venue, the Hilton San Francisco Union Square.

The lounge is open Monday through Friday from 8 a.m. to 5p.m. and is located at:

88 Kearny St., 16th Floor
San Francisco, CA 94108

After the beta period, Expensify clients can enjoy lounge access as part of their $9 per month Expensify membership. ” I guarantee it’s better than your office, or any office, and it’s designed to be a better place to work than any cafe in the city, too,” Barrett added.

A public company as of last November, Expensify is part of the fast-growing business financial management segment. The company’s flagship service is expense reporting, but it has since grown to add billpay, a travel concierge, and a corporate payment card.

Expensify Launches Payment Card for CPAs and Accounting Firms

Expensify Launches Payment Card for CPAs and Accounting Firms

Expense management firm Expensify has come out with its first product since making its debut on the public markets last year. The California-based company debuted a corporate payment card designed specifically for CPAs and accounting firms.

The Expensify CPA card comes with a high credit limit and doesn’t require a credit check or personal guarantee. The card continuously reconciles between Expensify and QuickBooks, Xero, Sage Intacct, and NetSuite. This real-time reconciliation offers administrators an up-to-date picture of company financials.

Expensify Founder and CEO David Barrett explained why the new CPA card was a timely offering from his company. “Expensify is already used by nearly half of the top 100 CPA firms in the U.S.,” Barrett said. “We used that expertise and experience to build the first card program that caters directly to the accounting profession and their clients.”

CPA-specific features of the new card include free American Institute of Certified Public Accountants membership, free CPA certification renewal, free CPE credit reimbursement, free access to three CPE credits with ExpensifyApproved! University, and free Expensify CPA Cards for both their firm and clients. Cardholders will also receive access to a team to help with high-level strategy, client onboarding, and training.

There is no information on the cost of the new card. However, cardholders receive a discount for signing up their clients. Firms that have 21 to 1,000 clients who are monthly active users receive anywhere from 15% to 30% off.

Expensify was founded in 2008 with a flagship receipt-scanning app and a simple motto, “Expense reports that don’t suck!” Since then, the company has launched a corporate payment card, offered a COVID-friendly virtual travel assistant, and expanded into billpay. In November of last year, Expensify went public on the NASDAQ under the ticker EXFY. The company has a current market capitalization of $2.1 billion.

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Expensify Planning IPO

Expensify Planning IPO

In an era when SPACs are the hip new way to take a company public, corporate expense management technology company Expensify is taking the old fashioned route.

The San Francisco-based fintech announced this week it has submitted an S-1 document– a key step on the road to an initial public offering to the SEC. The S-1 was submitted confidentially. Since Expensify is considered an “emerging growth company,” the contents of the filing do not need to be made public until 21 days prior to the road show for the IPO.

Expensify, which reached profitability at the end of 2018, has not yet determined the size and price range for the proposed IPO.

Founded in 2008, Expensify launched with its flagship receipt-scanning app and a simple motto, “Expense reports that don’t suck!” Since then, the company has gone on to launch a corporate payment card, offer a COVID-friendly virtual travel assistant, and expand into billpay.

Expensify’s IPO is expected to commence after the completion of the SEC review process, subject to market and other conditions. The company has raised a total of $38.2 million. David Barrett, who Finovate interviewed about the company’s launch, is CEO.

Photo by Nataliya Vaitkevich from Pexels

Expensify Tackles Wage Gap with New Initiative

Expensify Tackles Wage Gap with New Initiative

Pre-accounting platform Expensify commemorated Martin Luther King Jr. Day with a creative way to fight injustice. The company will donate 25 cents for every dollar it pays its white male employees to its volunteer-led campaigns. The company estimates that this initiative – the product of “numerous internal conversations” among Expensify employees – will raise $3 million in 2021.

Dude fee? Bro tax? As Expensify CEO and founder David Barrett explained, the calculation was made based on national gender pay gap data. “As part of our broader commitment to creating a world free of injustice, we’re using external data sources to determine our direct donations so it meaningfully reflects the types of fundamental and generational issues we’re trying to help solve.”

In the company’s announcement, Expensify Director Puneet Lath – a nine-year veteran of the firm- elaborated on the thinking behind the decision. Pointing out that members of some minority groups can earn as low as 75 cents on the dollar compared to white men doing the same work, Lath said this gap has contributed to systemic inequality and “unequal treatment in the workforce.” To this end, he said this specific funding approach “furthers our commitment to unwind systemic injustice throughout society.”

The engine of Expensify’s program is, which was launched last year to help facilitate charitable giving and volunteering. The onset of the COVID-19 crisis caused the organization to focus its efforts on hunger relief efforts, resulting in assistance to 5,000 low-income families by the end of 2020.

A Finovate alum for more than a decade, Expensify also participated in our developer’s conference, FinDEVr Silicon Valley. Founded in 2008 and headquartered in San Francisco, California, the receipt tracking and expense management app has more than 10 million users around the world.

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Expensify Does Billpay

Expensify Does Billpay

As of October, Expensify isn’t just for expense management anymore.

This week, the company announced that it has added a new service that will enable Expensify users to leverage the platform to pay their bills, as well. For free.

“A little known fact is that Expensify was never intended to be an expense reporting company: it was always intended to be a platform for all things accounts payable and receivable,” company founder and CEO Dave Barrett wrote.  “Expenses, invoices, bills — they’re all slight variations on the same thing.  But the variations are so slight, there’s really no reason to Frankenstein together a bunch of financial tools to cover all your needs: Expensify is a one-stop shop for everything you need to run your back office.”

All Expensify users need to do in order to take advantage of the new service is to have their vendors send their invoices to:


Expensify will SmartScan the invoices, present them to the payer, and then send payments to the vendors from the payer’s business bank account. Expensify will also ensure that the transaction is accurately and promptly noted in the company’s accounting system, as well.

The goal is to show how Expensify serves as a small business platform rather than just an expense management solution. After all, that’s how Expensify treats it. “We’ve got hundreds of employees split between several international subsidiaries,” Barrett wrote, “thousands of vendors scattered around the world in multiple currencies, a hundred thousand customers spanning dozens of countries — and we run the whole business on Expensify.”

A long time Finovate alum, San Francisco, California-based Expensify has demonstrated its technology and its solutions at both our developers conference, FinDEVr, as well as at our Finovate events. Over the summer, the company unveiled its Concierge Travel solution, a virtual travel assistant that helps travelers build their itineraries and plan their trips – free of charge.

Expensify has raised more than $38 million in funding from investors including OpenView, PJC, Redpoint. The company began the year with the launch of its corporate card, the Expensify Card, that offers a special reward called Karma Points. Cardholders can use these points to make charitable donations to one of five partnering philanthropic organizations. Expensify also will donate 10% of all revenue from the card to charity, During the COVID-19 health crisis, donations are being directed to the fund.

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Expensify Unveils New Virtual Travel Assistant Concierge Travel

Expensify Unveils New Virtual Travel Assistant Concierge Travel

Expense management platform Expensify launched its latest solution today. The offering, Concierge Travel, is a virtual travel assistant that makes it easier for travelers to build their itineraries and plan their excursions in the COVID-19 era.

“While most of us are avoiding travel right now, there are still essential workers whose trips can’t be cancelled or postponed,” Expensify CEO and founder David Barrett explained. “We want to help them travel in the safest possible way.”

Concierge Travel is available to Expensify cardholders and can be used to book flights, make hotel reservations, reserve rental cars and more – free of charge. All bookings via Concierge Travel also feature complimentary safety alerts and travel risk advisories from Global Rescue. The free Global Rescue membership offers a range of services for travelers including transportation to the cardholder’s hospital of choice in an emergency, as well as health and security assessments and entry and exit requirements for international travelers.

“With Concierge Travel, your free Global Rescue membership provides world-class safety and medical services,” Barrett added. “On top of that, Concierge lets you know about any COVID-related travel restrictions in advance, including specific stay-at-home orders in place, social distancing measures, and other info on the city you’re visiting.”

A Finovate alum since 2009, Expensify demonstrated the technology behind its expense management platform at our developers conference, FinDEVr Silicon Valley, in 2016. The company introduced its corporate card last fall, offering spending controls and expense management in a single solution that in some ways harkens back to the firm’s origins more than a decade ago.

“Expensify started as a corporate card way back in 2008 before we decided to focus on expense,” Barrett said when the card was launched, “so it’s fun to see the product come full circle with a card that naturally extends our existing platform.”

Founded in 2008 and headquartered in San Francisco, California, Expensify has raised $38.2 million in funding according to Crunchbase. The company includes Redpoint Ventures, OpenView, PJC, and Canadian Imperial Bank of Commerce (CIBC) among its investors.

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Influencers as Innovation: Fintechs Turn to the Famous in Bid to Boost Visibility

Influencers as Innovation: Fintechs Turn to the Famous  in Bid to Boost Visibility
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Expensify’s 2019 Super Bowl advertisement – Expensify Th!$ – featuring Adam Scott and rap star 2Chainz – was not the first time a fintech leveraged the shine from pop culture to illuminate itself.

But as Snoop Dogg celebrates his first anniversary as a high-profile Klarna shareholder and RDC announces that it has hired a network of social media influencers to help promote its new digital banking app, it’s clear that firms are all-in when it comes to using celebrity to showcase everything fintech – from expense management to pay-later ecommerce solutions. Alec Baldwin, who has become one of pop culture’s more potent pitchmen, was recently enlisted by eToro to help boost its CopyTrader marketing campaign.

The financial world has been as much a fan of celebrity as a customer engagement tool as any other industry with brands to build. Today, Mastercard announced that it was working with Swedish singer Nadine Randle to produce a song that “integrates the payment giant’s ‘sonic brand.” The company’s ‘sonic brand’ identity itself is the fruit of a partnership between Linkin Park co-founder Mike Shinoda, who developed the score last year.

And from the local sports hero to the homecoming veteran, credit unions and community banks have long leveraged the willingness of regional-minded stars and celebrities to “give back” to the communities and neighborhoods they grew up in.

But as fintechs increasingly partner with and compete with these and other financial institutions – and take advantage of new forms of celebrity such as social media influencers – they are increasingly taking a page from the FI marketing playbooks when it comes to using star power to shine a light on the work they do.

Expensify CEO and founder David Barrett highlighted the way his company’s technology would make it easier for talents like 2Chainz to “make the most epic music video ever” in his Expensify Th!$ ad. But he also told Fast Company at the time that even though Expensify had the “strongest brand” in the expense management game, and was the fastest-growing such firm with the biggest customer base, “virtually nobody in the world knows who we are.”

The celebrity approach to marketing is not without its detractors. In a post at last year, Millennium Management COO Ajay Nagpal noted data from the 2018 Sprout Social Index that suggested that consumers are more likely to buy a product or service recommended by a friend than a celebrity. Moreover, Nagpal raised an interesting question as to whether or not the star endorsement of a brand in fashion, for example, would have the same impact as the same star’s endorsement of a brand in wealth management or tax planning.

Perhaps it depends on the star. Last fall, Finovate audiences were treated to a surprise appearance from noted Canadian investor and star of the reality show Shark Tank, Kevin O’Leary, who provided an on-stage, end-of-demo endorsement of Bambu’s Beanstox investing solution. And it’s a good bet that “Mr. Wonderful” is likely to be a more powerful advocate for white- label, B2B robo advisory technology than he might be for, say, leggings …

Additionally, as Director of Brand Strategy at Weber Marketing Group John Mathes wrote for The Financial Brand, even the best celebrity branding works better over time rather than as a one-off. Calling the practice “borrowed interest,” Mathes warned that while carefully targeted star power can produce positive results “brand building is usually a slow process. It takes time. It’s not a single campaign or gimmick.”

The impact of celebrity and influencers on the visibility of and engagement with fintech remains to be seen. But maybe more to the point, the fact that a growing number of fintechs are adopting the same approach to brand-boosting as their peers and rivals in the rest of the financial world may be a positive sign for the fintech industry in and of itself.