This is great first hand (and very obviously hard won) experience about the different ways a fintech startup can go about marketing itself.
If you only read one article today this should really be it. The list down the bottom of the article covering things that don't work is invaluable (SEM, SEO for starters).
A common challenge we see across financial businesses is in marketing. On the one hand, most fintech companies require a significant behaviour change on behalf of users. They require customers to actively think about how they manage their money and make a considered decision. Sign up typically is much more involved than one click. They face a lot of inertia: thinking through finances is not very fun and often involves facing up to painful realities.