Bold or Bullshit? #Fintech

Tom Morgan

Head of Strategy | Partner and Owner

Date

1 December 2025

Date

1 December 2025

Banking and insurance sectors are awash with claims of bold innovation. As sectors go, they're mature, with decades of new entrants claiming to redefine the industry, and sometimes genuinely doing just that. It's become marketing 101 for established players to roll out campaigns about innovation and customer-centricity. But what does boldness actually mean in fintech? Is it a genuine differentiator, or just clever branding wrapped around the same old infrastructure?

That was the question Norway Fintech Festival posed to us back in April 2025. We joined a panel at the country's premier fintech gathering in Media City Bergen, alongside some of the sharpest minds in Nordic fintech: Mats Persson Bergius (CCO of Lunar), Ramtin Matin (VP Innovation & Partnership at SpareBank 1 Sør-Norge), and Nicolai Hope Møller (Chief Product Officer at Bulder).

The provocation: Bold or Bullshit?

Eight months later, as we head into 2026, that question feels more urgent than ever. For anyone who missed the session, or anyone building or leading financial brands, or driving product innovation today, here's what we explored on that stage, and why we think it matters.

Thinking about how brand clarity can drive transformation in financial services and products? We work with ambitious banks, to data as a service platforms, navigating exactly these questions, from brand positioning strategy from legacy to futures to product experience from scaleup to transformation. Let's talk.