1. Growing Your Own Specialists: An Investment in Long-Term Strength
In the early stages, chasing quick sales at any cost is a mistake. It is far more important to understand the true needs of your market.
When to grow your own team:
- Your product is at an early stage — you need to validate hypotheses and study demand.
- Budget is limited — you are betting on potential rather than on a stellar CV.
- You are building a business for the long term, not just for a successful quarter.
- Deep integration with the product is required.
- You are ready to invest in training and embrace flexibility — experience is important, but adaptability is even more critical.
Risks:
- Beginner mistakes are inevitable.
- You will need a mentor or consultant.
- Results will take longer than you would ideally want.
Example:
Societe Generale launched an internal acceleration programme, Internal Startup Call, where 60 teams developed their own projects. This initiative embedded a culture of innovation into the company’s DNA, strengthened internal expertise, and nurtured a new generation of marketing leaders (Fintech Circle).
2. Hiring Experienced Professionals: Betting on Speed
When the market is already waiting for your product, any delay can be fatal. Time becomes your most precious resource.
When to hire professionals:
- There is proven demand for your product.
- Rapid scaling is essential.
- Your budget allows you to attract top-tier specialists.
- There is a lack of internal expertise needed for growth.
- Tasks are complex — you need analytics, automation, and performance marketing.
Risks:
- High costs of hiring and retention.
- Potential cultural misalignment.
- Professionals may rely on outdated models.
Example:
In 2025, Coinbase expanded its Charlotte office, hiring over 130 professionals from fintech and banking sectors. This move helped the company strengthen its position in the new wave of financial innovation (Axios).
3. Engaging an Agency: A Growth Catalyst
When you need a rapid boost without building an in-house team from scratch, the most sensible move is to engage an agency.
When to work with an agency:
- You need an immediate upgrade in marketing performance — launching campaigns and testing channels.
- Strategic clarity is required.
- You have an internal team, but it needs strengthening.
- You are transitioning from a startup to a mature company.
- You want protection against strategic missteps.
How it works:
- The agency initiates processes.
- It transfers knowledge and competences to your internal team.
- In 6–12 months, you can build your own strong in-house team.
Risks:
- Choosing an agency without experience in your niche.
- Insufficient involvement on your side.
- The need to clearly define areas of responsibility.
Example:
Bandera Agency helped several banks build internal marketing centres of excellence:
- TBC Uzbekistan: reduced customer acquisition costs and achieved 1.5–2× annual growth in online product sales.
- TBC Georgia: strengthened the existing team, increasing the share of digital sales from 28% to 41% within six months without increasing the budget.
- Tonik Bank (Philippines): built marketing analytics and optimised sales funnels, resulting in a 4.3-fold reduction in CAC and a 2.3-fold increase in sales through paid channels.
Conclusion: The Market Forgives Much, but Not Slowing Down
A strong marketing team is not a luxury — it is a basic condition for growth, especially in fintech.
- At the start — grow your own and strengthen externally.
- At the scaling stage — attract the best professionals.
- When acceleration is needed — work with an agency.
Choose your strategy consciously — and build a business where marketing does not lag behind growth, but sets the pace.