How Brand Evangelism Drives Growth in Fintech With Diana Cabrices

Many fintech and advisory firms struggle to stand out, explain their value, and consistently get in front of the right audiences. Marketing feels fragmented, sales conversations start too zoomed in on product features, and social content falls flat. How can these firms turn their story into an engine for demand and trust?

Diana Cabrices, a brand evangelist specializing in fintech and financial services, recommends starting with deep listening — reviewing sales and customer calls to uncover real pain points and language that resonates. She then builds messaging around the problem, not the product, and amplifies it through stages, webinars, podcasts, video, and especially LinkedIn to meet advisors where they are. Diana stresses partnering with leadership while confidently challenging assumptions, using social content that feels human and bold, and leaning on AI only as a “second brain” to repurpose content, not to replace authentic, on-stage performance.

In this episode of The Customer Wins, Richard Walker interviews Diana Cabrices, Founder and Fractional Chief Evangelist of Diana Cabrices Consulting, about using brand evangelism to drive growth. Diana also talks about crafting customer-led messaging, leveraging LinkedIn, and using AI tools without losing authenticity.

00:00 - 01:00 Introduction
02:10 - 03:15 Crafting the Right Message to Build Meaningful Relationships
03:16 - 04:11 Why a Brand Evangelist Is More Than a Marketer
04:45 - 05:52 Helping Clients Make High-Quality Decisions Without Selling
06:22 - 07:28 Listening to Your Customer Is the Secret to Resonating Messaging
08:43 - 09:48 How Diana Bridges the Gap Between Fintechs and Advisors
10:11 - 11:24 From Early-Stage Startups to Giants: Tailoring Evangelism to Client Needs
11:44 - 12:49 How to Push Back on Clients and Still Win Their Trust
15:11 - 16:18 Making Boring Financial Content Pop on Social Media
16:43 - 18:21 Why LinkedIn Is the Best Place to Reach Financial Advisors
21:12 - 22:18 Diana’s Take on AI Avatars: Cool or Creepy?
23:18 - 24:33 Why Most People Don’t Trust AI with Their Money
25:55 - 27:11 Using AI to Scale Without Losing Your Creative Spark
27:54 - 28:54 Stop Letting AI Tell You You're Brilliant — Challenge It Instead
30:00 - 31:14 Why Public Speaking Is Diana’s Superpower
32:34 - 34:22 How a CEO’s Mentorship Helped Launch Diana’s Career

Full Episode: http://quickforms.com/post/how-brand-...

Mentions: Brian Edelman of FCI, Jeffrey Rusin of Advisor Tech Partners, Vickie Lewin of Amplify