The MENA Fintech Association, a renowned not-for-profit organisation dedicated to serving fintech startups and established players in the Middle East and Africa, has unveiled its Fintech Marketing Working Group “Bridge.”
Eric Fulwiler has been appointed as the Chair of this group, which aims to bring together industry experts, marketing professionals, and key stakeholders to strategize and implement innovative marketing initiatives to promote the growth and visibility of fintech ventures across the MENA region.
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Driving Fintech Growth and Collaboration
The MENA Fintech Association, established in 2018, is recognized as one of the top four fintech groups globally, with a significant presence in the Middle East and Africa. The newly formed Bridge group intends to foster the growth of fintech in the region by devising comprehensive marketing strategies, leveraging digital channels, fostering collaborations, and organising educational events to support the fintech ecosystem’s development. These initiatives aim to drive greater awareness and adoption of fintech solutions in the Middle East and Africa.
Bridge seeks to create a robust network bridging the gap between fintech startups, established players, and regulatory bodies. This network ensures that marketing strategies align with evolving regulations while driving the region’s fintech landscape towards sustainable growth and global recognition.
Paving the Way for Fintech Advancement
Nameer Khan, Chairman of the MENA Fintech Association, expressed his enthusiastic support for the establishment of Bridge. He highlighted the importance of this initiative in fortifying the presence and impact of fintech in the region. Bridge is set to serve as a platform for thought leadership and collaboration, fostering a collective vision that aligns marketing strategies with the evolving needs of the industry. The aim is to position the MENA region as a key player in the global fintech arena.
Eric Fulwiler, Chair of Bridge and CEO of Rival, expressed his excitement to lead an initiative that aims to bridge the worlds of fintech and marketing. Bridge aspires to create a collaborative ecosystem that unites emerging startups, established players, and regulatory bodies. This alliance ensures that marketing efforts not only drive visibility and adoption but also seamlessly align with the ever-evolving regulatory landscape. The synergy between fintech and marketing will propel the growth of the sector and bridge the gap between technological advancements and effective communication.
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Nadia Benaissa, Head of Marketing at Paymentology and a Board Member of the MENA Fintech Association, emphasised the critical role of fintech marketing. She expressed her passion for fintech marketing and the unique challenges it presents, particularly in diverse cultural environments. Bridge aims to provide a thriving environment for CMOs to excel, learn, and share key experiences with their peers, ultimately supporting the function’s growth.
The establishment of the Bridge working group signifies the MENA Fintech Association’s commitment to enhancing the fintech landscape in the MENA region. By strategically leveraging marketing expertise, fostering collaboration, and staying abreast of regulatory changes, the association aims to contribute to the growth and success of fintech ventures in the region. The Bridge group aspires to be the conduit that unites the worlds of fintech and marketing, driving purposeful, sustainable growth in fintech businesses and the region as a whole.
The MENA Fintech Association serves as an inclusive platform for fostering an open dialogue within the MENA Fintech community, shaping the future of financial services in the region. Its growing community includes fintech startups and SMEs, financial institutions, technology companies, academia, investors, accelerators, regulators, and policymakers. The association’s cross-border knowledge exchange platforms and collaborations aim to create a conducive fintech ecosystem.