Experts at FMLS:23 explored the evolving role of crypto and NFTs in brand marketing.
From left: Stefania Barbaglio, Soledad Contreras and Bruno Almeida
The rise in
interest in digital assets has led to a significant increase in crypto
sponsorships aimed at enhancing and nurturing brand loyalty among crypto
enthusiasts. These strategic alliances boost visibility and build trust in this
ever-changing sector.
The panel
titled "Beyond Traditional: Crypto Sponsorships & NFT Integration"
during November's Finance Magnates London Summit (FMLS23) explored the
growing trend of crypto sponsorships and NFT integration, offering insights
into the dynamically evolving world of digital assets.
Moderated
by Stefania Barbaglio, the CEO of Cassiopeia Services, the panel featured
Soledad Contreras, the Director of Partnerships at CoinDesk, and Bruno Almeida,
the CMO at IOVLabs.
Crypto Is a "Male Dominated" Demographic
Contreras
highlighted the rapid development in crypto marketing, emphasizing the need for
innovative approaches to leverage technology and reach potential users. In
addition, she emphasized the importance of identifying the target audience.
Soledad Contreras, the Director of Partnerships at CoinDesk
"The
key for any brand is to be able to identify the audience and where that
audience lives, which type of content they consume, which type of events they
like to go to," Contreras explained.
She pointed
out that crypto tends to appeal to a "very male dominated"
demographic interested in things like "Formula One, football and American
football." Contreras argued that sponsoring related events can provide
"great visibility" and "good recognition" for crypto brands
looking to get their names out there.
Power of Community-Drive
Marketing
Bruno Almeida, the CMO at IOVLabs
Her
co-panelist, Almeida from IOV Labs, elaborated on various sponsorship
strategies, differentiating between sponsoring sports teams, influencers, events
and venues. The goal is always "brand recognition," he said, but the
specifics depend on whether a company want to tap into an existing audience
base or associate your brand with a popular personality.
According
to Almeida, decentralized, community-driven marketing can also be very powerful.
"If you do something to upset your core community, they will challenge you
back, so you have to keep engaging with them on an ongoing basis to keep them
happy," Almeida added.
NFTs Will Bring Crypto to
Mainstream
When the discussion
turned to NFT integration, Contreras shared how CoinDesk leveraged NFT
technology for virtual ticketing at their flagship event. Attendees could
"purchase their consensus pass as an NFT" and access various perks by
proving ownership on-chain. She believes mass adoption in crypto will arrive
when mainstream brands like "Coca-Cola or, McDonald's or Pepsi" start
offering "loyalty programs that have an NFT component."
Almeida
concurred, suggesting that NFTs can transform customer loyalty initiatives if
used creatively to provide exclusive experiences. Contreras also highlighted
their potential to combat counterfeits and verify ownership of physical goods
like luxury watches.
Crypto Marketing Is Still Growing
The
panelists expressed optimism about the future of marketing in the crypto
industry while acknowledging there is still much progress to be made. As Contreras
stated: "it's a tough gig for Web3 marketers trying to deal with the new technology."
She elaborated that the sector is constantly changing, and marketers must
contend with regulatory uncertainty on top of an unfamiliar technological
landscape.
However, the CoinDesk
representative believes crypto marketing has a bright future. "I
think it's all happening and it's not going anywhere. I promise." Her
co-panelist Bruno Almeida concurred, suggesting there are many creative
applications of blockchain technology still to be explored in areas like
loyalty programs, collectibles, and more.
In summary,
the panelists agreed that crypto marketing is still in its early stages but
holds great promise as the technology matures. As Contreras put it, "The
best Web 3 marketers are still training because we haven't had them before.
This is such a new sector." Marketers would do well to continue educating
themselves and experimenting with new applications of these groundbreaking
technologies.
The rise in
interest in digital assets has led to a significant increase in crypto
sponsorships aimed at enhancing and nurturing brand loyalty among crypto
enthusiasts. These strategic alliances boost visibility and build trust in this
ever-changing sector.
The panel
titled "Beyond Traditional: Crypto Sponsorships & NFT Integration"
during November's Finance Magnates London Summit (FMLS23) explored the
growing trend of crypto sponsorships and NFT integration, offering insights
into the dynamically evolving world of digital assets.
Moderated
by Stefania Barbaglio, the CEO of Cassiopeia Services, the panel featured
Soledad Contreras, the Director of Partnerships at CoinDesk, and Bruno Almeida,
the CMO at IOVLabs.
Crypto Is a "Male Dominated" Demographic
Contreras
highlighted the rapid development in crypto marketing, emphasizing the need for
innovative approaches to leverage technology and reach potential users. In
addition, she emphasized the importance of identifying the target audience.
Soledad Contreras, the Director of Partnerships at CoinDesk
"The
key for any brand is to be able to identify the audience and where that
audience lives, which type of content they consume, which type of events they
like to go to," Contreras explained.
She pointed
out that crypto tends to appeal to a "very male dominated"
demographic interested in things like "Formula One, football and American
football." Contreras argued that sponsoring related events can provide
"great visibility" and "good recognition" for crypto brands
looking to get their names out there.
Power of Community-Drive
Marketing
Bruno Almeida, the CMO at IOVLabs
Her
co-panelist, Almeida from IOV Labs, elaborated on various sponsorship
strategies, differentiating between sponsoring sports teams, influencers, events
and venues. The goal is always "brand recognition," he said, but the
specifics depend on whether a company want to tap into an existing audience
base or associate your brand with a popular personality.
According
to Almeida, decentralized, community-driven marketing can also be very powerful.
"If you do something to upset your core community, they will challenge you
back, so you have to keep engaging with them on an ongoing basis to keep them
happy," Almeida added.
NFTs Will Bring Crypto to
Mainstream
When the discussion
turned to NFT integration, Contreras shared how CoinDesk leveraged NFT
technology for virtual ticketing at their flagship event. Attendees could
"purchase their consensus pass as an NFT" and access various perks by
proving ownership on-chain. She believes mass adoption in crypto will arrive
when mainstream brands like "Coca-Cola or, McDonald's or Pepsi" start
offering "loyalty programs that have an NFT component."
Almeida
concurred, suggesting that NFTs can transform customer loyalty initiatives if
used creatively to provide exclusive experiences. Contreras also highlighted
their potential to combat counterfeits and verify ownership of physical goods
like luxury watches.
Crypto Marketing Is Still Growing
The
panelists expressed optimism about the future of marketing in the crypto
industry while acknowledging there is still much progress to be made. As Contreras
stated: "it's a tough gig for Web3 marketers trying to deal with the new technology."
She elaborated that the sector is constantly changing, and marketers must
contend with regulatory uncertainty on top of an unfamiliar technological
landscape.
However, the CoinDesk
representative believes crypto marketing has a bright future. "I
think it's all happening and it's not going anywhere. I promise." Her
co-panelist Bruno Almeida concurred, suggesting there are many creative
applications of blockchain technology still to be explored in areas like
loyalty programs, collectibles, and more.
In summary,
the panelists agreed that crypto marketing is still in its early stages but
holds great promise as the technology matures. As Contreras put it, "The
best Web 3 marketers are still training because we haven't had them before.
This is such a new sector." Marketers would do well to continue educating
themselves and experimenting with new applications of these groundbreaking
technologies.
Damian's adventure with financial markets began at the Cracow University of Economics, where he obtained his MA in finance and accounting. Starting from the retail trader perspective, he collaborated with brokerage houses and financial portals in Poland as an independent editor and content manager. His adventure with Finance Magnates began in 2016, where he is working as a business intelligence analyst.
From Chat to Stock: xStocks Puts Tokenized U.S. Equities Inside TON Wallet on Telegram
Executive Interview | Charlotte Bullock | Chief Product Officer, Bank of London | FMLS:25
Executive Interview | Charlotte Bullock | Chief Product Officer, Bank of London | FMLS:25
In this interview, we sat down with Charlotte Bullock, Head of Product at The Bank of London, previously at SAP and now shaping product at one of the sector’s most ambitious new banking players.
Charlotte reflects on the Summit so far and talks about the culture inside fintech banks today. We look at the pressures that come with scaling, and how firms can hold onto the nimble approach that made them stand out early on.
We also cover the state of payments ahead of her appearance on the payments roundtable: the blockages financial firms face, the areas that still need fixing, and what a realistic solution looks like in 2026.
In this interview, we sat down with Charlotte Bullock, Head of Product at The Bank of London, previously at SAP and now shaping product at one of the sector’s most ambitious new banking players.
Charlotte reflects on the Summit so far and talks about the culture inside fintech banks today. We look at the pressures that come with scaling, and how firms can hold onto the nimble approach that made them stand out early on.
We also cover the state of payments ahead of her appearance on the payments roundtable: the blockages financial firms face, the areas that still need fixing, and what a realistic solution looks like in 2026.
In this conversation, we sit down with Drew Niv, CSO at ATFX Connect and one of the most influential figures in modern FX.
We speak about market structure, the institutional view on liquidity, and the sharp rise of prop trading, a sector Drew has been commenting on in recent months. Drew explains why he once dismissed prop trading, why his view changed, and what he now thinks the model means for brokers, clients and risk managers.
We explore subscription-fee dependency, the high reneging rate, and the long-term challenge: how brokers can build a more stable and honest version of the model. Drew also talks about the traffic advantage standalone prop firms have built and why brokers may still win in the long run if they take the right approach.
In this conversation, we sit down with Drew Niv, CSO at ATFX Connect and one of the most influential figures in modern FX.
We speak about market structure, the institutional view on liquidity, and the sharp rise of prop trading, a sector Drew has been commenting on in recent months. Drew explains why he once dismissed prop trading, why his view changed, and what he now thinks the model means for brokers, clients and risk managers.
We explore subscription-fee dependency, the high reneging rate, and the long-term challenge: how brokers can build a more stable and honest version of the model. Drew also talks about the traffic advantage standalone prop firms have built and why brokers may still win in the long run if they take the right approach.
Executive Interview | Remonda Z. Kirketerp Møller| CEO & Founder Muinmos | FMLS:25
Executive Interview | Remonda Z. Kirketerp Møller| CEO & Founder Muinmos | FMLS:25
In this interview, Remonda Z. Kirketerp Møller, founder of Muinmos, breaks down the state of AI in regtech and what responsible adoption really looks like for brokers. We talk about rising fragmentation, the pressures around compliance accuracy, and why most firms are still in the early stages of AI maturity.
Ramanda also shares insights on regulator sandboxes, shifting expectations around accountability, and the current reality of MiCA licensing and passporting in Europe.
A concise look at where compliance, onboarding, and AI-driven processes are heading next.
In this interview, Remonda Z. Kirketerp Møller, founder of Muinmos, breaks down the state of AI in regtech and what responsible adoption really looks like for brokers. We talk about rising fragmentation, the pressures around compliance accuracy, and why most firms are still in the early stages of AI maturity.
Ramanda also shares insights on regulator sandboxes, shifting expectations around accountability, and the current reality of MiCA licensing and passporting in Europe.
A concise look at where compliance, onboarding, and AI-driven processes are heading next.
In this conversation, we speak with Aydin Bonabi, CEO and co-founder of Surveill, a firm focused on fraud detection and AI-driven compliance tools for financial institutions.
We start with Aydin’s view of the Summit and the challenges brokers face as fraud tactics grow more complex. He explains how firms can stay ahead through real-time signals, data patterns, and early-stage detection.
We also talk about AI training and why compliance teams often struggle to keep models accurate, fair, and aligned with regulatory expectations. Aydin breaks down what “good” AI training looks like inside a financial environment, including the importance of clean data, domain expertise, and human oversight.
He closes with a clear message: fraud is scaling, and so must the tools that stop it.
In this conversation, we speak with Aydin Bonabi, CEO and co-founder of Surveill, a firm focused on fraud detection and AI-driven compliance tools for financial institutions.
We start with Aydin’s view of the Summit and the challenges brokers face as fraud tactics grow more complex. He explains how firms can stay ahead through real-time signals, data patterns, and early-stage detection.
We also talk about AI training and why compliance teams often struggle to keep models accurate, fair, and aligned with regulatory expectations. Aydin breaks down what “good” AI training looks like inside a financial environment, including the importance of clean data, domain expertise, and human oversight.
He closes with a clear message: fraud is scaling, and so must the tools that stop it.
Exness expands its presence in Africa: Inside our interview with Paul Margarites in Cape Town
Exness expands its presence in Africa: Inside our interview with Paul Margarites in Cape Town
Finance Magnates met with Paul Margarites, Exness regional commercial director for Sub-Saharan Africa, during a visit to the firm’s office opening in Cape Town. In this talk, led by Andrea Badiola Mateos, Co-CEO at Finance Magnates, Paul shares views on the South African trading space, local user behavior, mobile trends, regulation, team growth, and how Exness plans to grow in more markets across the region. @Exness
Read the article at: https://www.financemagnates.com/thought-leadership/exness-expands-its-presence-in-africa-inside-our-interview-with-paul-margarites/
#exness #financemagnates #exnesstrading #CFDtrading #tradeonline #africanews #capetown
Finance Magnates met with Paul Margarites, Exness regional commercial director for Sub-Saharan Africa, during a visit to the firm’s office opening in Cape Town. In this talk, led by Andrea Badiola Mateos, Co-CEO at Finance Magnates, Paul shares views on the South African trading space, local user behavior, mobile trends, regulation, team growth, and how Exness plans to grow in more markets across the region. @Exness
Read the article at: https://www.financemagnates.com/thought-leadership/exness-expands-its-presence-in-africa-inside-our-interview-with-paul-margarites/
#exness #financemagnates #exnesstrading #CFDtrading #tradeonline #africanews #capetown
