Performance marketing

‘When you have a community that’s engaged, your job as a CMO is being an editor’: 3 questions with Vineet Mehra, Chime’s new CMO – Tearsheet – Tearsheet


Chime is the top digital banking app in the US. From early on, the company has sort of managed to ace this whole anti-incumbent wave that so many challenger banks aim to surf on.

In 2020, Ron Shevlin wrote an article on just what it is that has helped Chime gain popularity among users. Yeah, I know – 2020 feels a lifetime and a pandemic ago – but much of what he writes still resonates with today’s case.

The features that Chime emphasized sor…….


Chime is The very biggest digital banking app Inside the US. From early on, The agency has Sort of managed to ace this complete anti-incumbent wave that so many challenger banks purpose to surf on.

In 2020, Ron Shevlin wrote an article on simply what It is that has helped Chime obtain popularity amongst buyers. Yeah, I do know – 2020 really feels a lifetime and a pandemic in the past – however a lot of what he writes nonetheless resonates with right now’s case.

The choices that Chime emphasised Sort of act As a Outcome of the reply to the factors incumbents Do this consumers Aren’t huge followers of:

  • SpotMe is a function that lets consumers spfinish Greater than whOn They’ve Inside their accounts with out being penalized right here. Aka no overdraft costs. 
  • The Credit rating constructer Financial institution card is a card that, properly, helps consumers construct credit.
  • Early entry to money is the final function. It Might be commonplace now to see these early paycheck options effervescent all throughout fintechs’ internet web websites, however when Chime started out, that was A pretty huge deal – particularly for consumers dwelling paycheck-to-paycheck

Then tright here’s Chime’s internet Web site design. Based mostly on Shevlin, most banks’ web websites embody the merchandise They current. Chime focuses extra on The advantages of the merchandise That are Most probably to attraction to particular consumers – like credit constructing, zero costs, or early paycheck.

When it Includes Chime’s advertising strategies, it seems to have succeeded in Making a Method of group embodying its merchandise. 

Vineet Mehra is Chime’s new CMO. Mehra comes from An in depth profession in advertising – however not primarily within monetary providers. That is his first dive into the fintech sector. Earlier than that, Mehra has labored at some huge-identify corporations, collectively with and Wallgreen’s Boot Alliance.

As monetary providers proceed To decide themselves as way of life, pretty than monetary fashions, they’re more and more turning to advertising particularists with expertise in industries outdoors of finance.

Tearsheet sat down with Mehra To Take heed to a bit about how his earlier positions translate into this new one And the technique he plans to foster Chime’s group-focused strategy to proceed to develop. 

How does your expertise in non-monetary corporations affect your position at Chime?

You understand, tright here are completely different industries. But what ties All of them collectively Is that this angle I’ve round advertising, which is what I name efficiency storytelling. 

What usually occurs is in earlier levels of progress, corporations Think about direct response or efficiency advertising, wright here it’s based on buyer acquisition And worth of acquisition, wright here the economics of the enterprise are constructed on that entrance. And that’s utterly nice, and one factor that’s utterly needed. 

On The …….