About Mint Studios

We are a team of content marketing experts who fundamentally believe content marketing can grow a financial services company.

And that it can be proven.

I, Araminta, Mint Studios’ founder, saw first hand how marketers were being held accountable for leads, deals and customers, and yet were investing in content that only brought in traffic. 

This would lead to a situation where:

• Content marketers and content marketing itself wasn’t taken seriously by leadership, and seen as a “nice to have” rather than a key pillar for acquiring customers.

• Content marketers struggled to get the budget they needed to hire writers, fix the website, or even get more time commitment from internal Subject Matter Experts.

• Content marketing as a marketing activity would never reach its full potential or bring a positive return on investment. 

Content marketing is one of the most powerful ways for marketers to raise awareness, acquire customers and increase retention.

But because it’s hard to track and prove, content marketing often gets little attention.

At Mint Studios, we help you generate leads, MQLs, SQLs with content marketing in a way that allows you to prove the contribution of content marketing. 

With a combination of Bottom of the Funnel content, Google Ads, expert-based content and advanced conversion tracking via Hubspot/Salesforce, you can track the results of your content marketing allowing you to:

• Prove its contribution to the business.

• Make a business case for additional budget or time commitment from experts.

• Build trust with leadership and get more budget / time to experiment.

We do this via our Unified BOFU framework:

Read more here: Our Method

Read about our thoughts on AI and content: Is SEO Still Relevant in 2025? How to Adapt to AI Trends in Search

Our founding story

My journey into the finance and content marketing world started when I realised, like many other high school graduates entering the real world, that I knew nothing about how money worked. And yet I knew that having a strong grasp of the “blood vessels” of our society would give me a lot more freedom and confidence later in life, and that reading and writing could be a good way to learn more.

After doing more research on the topic, I realised that most of us don’t understand how money works mainly because schools don’t teach us about income taxes, why pensions matter and how to apply for a mortgage. This led me to start a career in financial services, along with my own personal finance blog where I read books on taxes, investing, and property, and then wrote articles about what I was learning (and hopefully help others in the process).

And so my love for writing about financial topics started.

Throughout my career in the fintech industry, I worked in the marketing department and usually on the content side of things.

That’s where I started to see how marketers were often focused on the wrong metrics and not getting the results they needed from content marketing. 

In 2022, I launched Mint Studios to help financial marketers get results from content marketing in a way that would allow them to track and prove content’s contribution to the business.

Not only does this help the business with acquiring more customers, but it also helps the marketer make a business case for a larger budget or more time commitment from experts.

What keeps the team and I going is the combination of helping financial marketers get real results from a marketing activity that’s typically seen as a “nice to have” and writing about important and interesting topics in financial services.

Today, Mint Studios works with all sorts of financial services companies from late-stage fintech startups like Modulr, Persona and Yapily, to established companies like Confused.com, to compliance consultancies like fscom.

Companies working in technical industries with high-value customers are our specialty, since we know how to (and love to) write about complex topics while still bringing the results marketers need.

We’re a remote team of 6 and we’re passionate about writing clearly, concisely about important and complicated topics – while helping companies actually grow.

We’re also big financial services/fintech nerds. I run the Market Like a Fintech podcast, a 2,200+ person fintech marketing Slack group, run multiple fintech marketing events every year in London and New York, and publish a financial services content marketing newsletter every 2 weeks.

You can learn more about our teams’ whys here:

• Why I joined Mint: Elliot McGuire

• Why I joined Mint: Michelle Maiellaro