Fieldnotes from a finance marketing agency working across Southeast Asia. Frameworks, opinions, and the occasional uncomfortable truth about performance marketing in regulated categories.
Most marketing agencies will pitch you on creative talent and case studies. For a finance brand, that's not enough — and the wrong choice costs you more than money. A practical evaluation framework.
Why most CFD brokers waste their first 90 days of paid spend, what an attribution-clean acquisition funnel actually looks like, and the platform-specific compliance traps that quietly throttle campaigns.
Generalist agencies are good at most things. For a regulated finance brand, "most things" isn't the bar. Here's the cost of getting it wrong, and what specialist expertise actually changes in practice.
Indonesia is the largest fintech market in Southeast Asia and one of the most competitive for customer acquisition. A working view of the channels, the regulators, the talent pool, and where the real arbitrage still exists.