Who is Drew Hampton
Drew Hampton is the Head of Performance Marketing at Varo Bank, one of the largest neobanks in the United States. Varo has raised over $1 billion, serves millions of customers, and operates with a large, specialized marketing team.
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With extensive experience scaling fintech brands in a highly regulated environment, Drew brings a rare mix of compliance knowledge, data-driven marketing, and creative experimentation.
Why Performance Marketing in FinTech is Different
Fintech growth isn’t like scaling a gaming app or an e-commerce store. The stakes are higher, the rules are stricter, and the competition is fierce.
According to Drew, performance marketers in fintech face unique challenges:
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Every campaign must pass strict legal and compliance reviews
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CACs can spike quickly without constant optimization
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Messaging needs to build trust before conversion
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Long sales cycles require patience and multi-touch attribution
The 7 Hard Truths About FinTech Performance Marketing
1. Compliance is Not Optional
Every ad must meet strict financial advertising regulations. Speed is important, but accuracy and compliance take priority to avoid fines or reputational damage.
2. You Can’t Rely on a Single Channel
Fintech brands must diversify beyond Meta and Google. Testing TikTok, influencer partnerships, native ads, and offline channels is essential to avoid channel saturation.
3. Creative Testing is a Full-Time Job
Ad fatigue sets in fast. Winning creative concepts often come from relentless testing and iteration, not from one big idea.
4. CAC is Only Half the Story
Customer Acquisition Cost matters, but retention and lifetime value determine profitability. Drew focuses heavily on LTV:CAC ratios and reducing early churn.
5. Data Delays Kill Performance
In a post-ATT world, delayed or incomplete attribution data can slow optimization. Building robust first-party data infrastructure is critical.
6. Product and Marketing Must Be Aligned
Fintech growth depends on a strong product experience. No amount of ad spend will fix poor onboarding or low trust in the brand.
7. Sustainable Growth > Quick Wins
Aggressive growth hacks can cause compliance issues or attract low-quality customers. Long-term scaling requires balancing volume with quality.
Drew’s FinTech Growth Playbook
Drew’s approach combines:
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Test-driven media buying – Running controlled experiments on new channels and creative formats
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Tight feedback loops – Collaborating with compliance, product, and analytics teams daily
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Retention-first mindset – Building campaigns around customer lifetime value, not just signups
Key Takeaways for FinTech Marketers
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Build compliance into your marketing process from day one
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Diversify channels to reduce dependency and CPM volatility
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Measure success on profitability, not just acquisition volume
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Align marketing with product to improve retention and trust
