In this episode of The CMO Office Podcast, I sit down with Jason Huan, Chief Marketing Officer at Endowus, to explore what it really takes to build trust, drive growth, and prove impact in financial services.

This is a category where the stakes are high. Decisions carry real financial consequences, and trust is everything. That makes marketing both more powerful and more accountable.

Jason brings a thoughtful, commercially grounded perspective. We talk about why traditional measurement approaches often fall short, and how marketers need to take a broader view of performance because too many organisations still rely on fragmented metrics that miss the full picture of how marketing drives growth .

A big theme in our conversation is the role of brand. In financial services, brand is not a distant, long-term play - it directly shapes short-term outcomes, from conversion to retention. Jason reveals how stronger brand equity makes every other marketing investment work harder, amplifying performance rather than competing with it .

We also discuss what this means in practice at Endowus. How do you balance brand and performance? How do you ensure your marketing builds credibility, not just attention? And how do you demonstrate value to a leadership team that is rightly focused on results?

What I found most compelling about Jason’s perspective is its relevance beyond fintech. The pressures he describes, from rising scrutiny on budgets to the need for clearer accountability, are familiar to every CMO.

In this episode, we cover:

* How to rethink measurement to reflect real commercial impact

* Why brand and performance are strongest when planned together

* How to build credibility with finance and the wider business

If you are looking to sharpen how you measure and communicate marketing’s value, this is well worth a listen.

Listen now now on Spotify, Apple Podcasts and YouTube.

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