In the often volatile world of cryptocurrency, many marketers still rely on hype cycles and “growth hacks.” Sajini Jacob, Marketing Director at Coinmena, takes a radically different approach. She argues that in a regulated environment, true scale comes from “compliance-by-design”, treating regulatory limits not as roadblocks, but as guardrails that sharpen creativity.
As the industry pivots from niche traders to a mass market of “everyday savers,” Jacob details how the language of crypto must evolve from volatility to stability. From deploying “compliance-first” creative frameworks to utilizing proprietary metrics like MMVE (Micro-Moment Value Extraction), she outlines a sophisticated blueprint for the next phase of fintech: where success isn’t about being the loudest platform, but the safest.
Working in regulated, fast-moving fintech and crypto, how has it shaped your approach?
Working in FinTech, Crypto, and Payments shifts the approach from growth hacking to sustainable, compliant growth acceleration. I build compliance-by-design growth systems where compliance, data, and marketing share a single source of truth, reducing friction and ensuring creativity scales safely.
“Fundamentally, I rely on behavioural signals, analysing compounding actions such as verification velocity, funding intent, and risk-adjusted retention across linear funnels.”
Secondly, I design teams to operate as real-time control towers. In volatile markets with strict regulators, the only sustainable advantage is an organization that can sense, decide, and act faster than the ecosystem.
From “traders” to “savers” after the Botim partnership, how does the strategy change?
Crypto-native audiences respond to charts, spreads, speed, and liquidity. Everyday savers respond to safety, simplicity, and purpose. When the audience shifts, the entire language architecture must shift too. For savers, we move from “high-frequency trading” to “high-confidence saving,” from product-first messaging to problem-first narratives, and from market volatility to financial empowerment. Our messaging strategy pivots to become trust-led, not trend-led. We emphasize regulated access and highlight relatable investment moments, such as building emergency financial buffers or long-term planning for major life milestones. It’s still crypto, but with a radically different emotional frame.
Delivering humour and satire in a regulated industry, how do you keep creativity and compliance aligned?
“Regulation doesn’t kill creativity; it forces more intelligent creativity by treating compliance as an integrated design constraint.”
I use the “Compliance First, Creative Second” Framework, empowering creatives with a clear negative list to remove ambiguity, which dramatically cuts legal review cycles. We anchor humour in human truths and behavioural satire, not financial promises, allowing us to be bold while staying within regulatory rails. In regulated fintech, 80% of compliance risk comes from ambiguous or exaggerated claims; by giving creatives a tight guardrail, we reduce legal review cycles by 50–70% while keeping campaigns bold. Finally, we foster a culture of structured experimentation, testing every idea across brand safety layers and micro-cohorts before scaling. This process uses humour as a trust signal, satirising user pain points while providing sober, regulatory-approved solutions.
In a post-cookie world, what’s the single most important quality metric beyond “sign-up”?
“The single most important quality metric beyond a “sign-up” is a signal known as Micro-Moment Value Extraction (MMVE). “
MMVE is a composite metric measuring the Activation Intent Density, the cumulative frequency, and value of high-intent, pre-conversion behaviors shown in the initial 24 to 72 hours, such as document readiness, funding attempts, or engagement with educational content. By weighing these signals, MMVE allows us to build a Proprietary Intent Graph that accurately differentiates between curious and committed users. Globally, high-performing marketers now prioritize such behavioral metrics over pure sign-up volume
Where should regulated fintechs invest first in GenAI for measurable ROI?
The highest and most defensible ROI for regulated fintechs comes from a combined focus on predictive scoring and operational automation, which directly transforms cost-to-acquire and customer lifetime value. Deploying AI to anticipate key user behaviours, such as who is likely to verify, deposit, or churn, enables the marketing engine to shift from reactive to hyper-personalised, trigger-based journeys. This integration creates a significant compounding effect.
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