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Who is Natasha Saviuk?
Natasha Saviuk is the Growth Director at Wealthsimple, Canada’s largest fintech with over three million clients, a $5B valuation, and 1,500+ employees. She leads user acquisition, cross-sell, and retention, driving results that keep Wealthsimple ahead in a crowded market.
Her journey to fintech wasn’t traditionalm Natasha holds a PhD in neuroscience, which gives her a unique perspective on human behavior and decision-making. This academic background shapes how she approaches marketing strategy, team leadership, and customer engagement.
Wealthsimple’s Mission and Market Position
Wealthsimple’s mission is to help Canadians achieve financial freedom. The company delivers on this promise through a suite of accessible financial tools, including:
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Investing and trading platforms
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Crypto trading services
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Savings and cash management products
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Tax filing tools
By focusing on accessibility, transparency, and trust, Wealthsimple has positioned itself as a modern alternative to both traditional banks and emerging fintech challengers.
Scaling in a Crypto Winter – The Paid Spend Playbook
During the crypto market downturn, many fintechs slashed their ad spend. Natasha’s team took a different route — they scaled paid media strategically to capture market share while competitors were retreating.
Their approach included:
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Channel diversification – Expanding beyond Meta and Google into TikTok ads, influencer partnerships, and programmatic campaigns targeting high-intent audiences.
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Rapid creative testing – Running constant A/B tests to identify top performers before scaling spend.
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Full-funnel attribution – Tracking from first touchpoint to retention, ensuring budget allocation matched ROI.
This strategy allowed Wealthsimple to double engagement while keeping acquisition costs efficient.
Why CAC is a Vanity Metric
Natasha challenges the fintech industry’s obsession with CAC (Customer Acquisition Cost).
“CAC alone doesn’t tell you the full story: retention, lifetime value, and engagement are far more important.”
Instead of focusing solely on CAC, Wealthsimple optimizes for:
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LTV:CAC ratio – Ensuring long-term profitability
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Churn reduction – Maximizing the lifetime value of acquired customers
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Cross-sell performance – Increasing adoption of multiple products per customer
The Neuroscience Edge in Growth Marketing
Natasha’s neuroscience background gives her a data-driven edge in understanding and influencing consumer behavior:
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Behavioral triggers – Identifying and leveraging decision-making biases in campaign messaging
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Habit formation – Designing product experiences that encourage consistent engagement
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Team motivation – Applying cognitive psychology to inspire and align her growth team
This fusion of behavioral science and performance marketing helps Wealthsimple craft campaigns that resonate deeply with their audience.
Key Takeaways for Fintech Marketers
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Scale when others retreat – Downturns are opportunities to win market share.
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Test relentlessly – Keep creatives fresh to combat ad fatigue.
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Think beyond CAC – Focus on retention and long-term profitability.
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Leverage behavioral science – Understand why users act before trying to change behavior.
Listen to the full episode: Let’s Talk Ads with Natasha Saviuk
