Start With Customer Acquisition Once a company’s infrastructure and regulatory frameworks are in place, we suggest that the next place which to turn your attention in FinTech is acquisition. As we have all seen, the acquisition battleground in the sector is 昀椀erce. As demonstrated below, digital advertising spend for 昀椀nancial services since 2016 has nearly tripled to $24 billion. For this reason, we believe that innovative acquisition and retention tactics are nearly as important as the product itself in the early days. The playbook thus far in FinTech is an innovative wedge followed by exceptional engagement earning your way to the ability to cross-sell. financial industry digital ad spend in the u.s. 2016-2021 ($b)17 2021 $24B 2020 $20B 2019 $18B 2018 $14B 2017 $11B 2016 $9B 0 5 10 15 20 25 30 Spending in billion U.S. dollars 18 18 START WITH CUSTOMER ACQUISITION SHARE VISIT PG 13