Head of Growth at ICONOMI | AI and Growth Marketing guy | E-commerce & Ad Scaling Specialist | Driving Growth & Building High-Performance Teams

I help fintech + investment products grow without hype by turning trust, onboarding, and distribution into compounding advantages.

With over 10 years of experience in strategic marketing and growth, I possess key skills in growth marketing, SEO, paid social media management, team leadership, and data analysis. My industry experience in Web3, fintech, and e-commerce allowed me to grow a Fintech B2B portfolio by 300% in 1 year by implementing lead generation content, thought leadership, PR, and PPC strategies.

Responsible for designing, approving, and managing advertising/marketing campaigns that are compliant with the financial promotion regime in the UK and Europe (FCA and MICA).

Matic Jug

Crypto simply wasn’t an easy or a safe option because CFOs don’t need alpha. They need sleep. And AI is beginning to close the gap between the two.

Read my full story here: https://lnkd.in/defkAwJB

Growth Strategist for Fintech – I help digital finance platforms scale trust and revenue (Head of Growth @ ICONOMI, +300% B2B growth)

"CFOs don't need alpha. They need sleep."

That's the real reason crypto has stayed off most corporate balance sheets. Not because finance leaders don't understand the opportunity—but because the risk profile has been ungovernable.

A 24/7 market. No closing bell. No downtime to assess, decide, react.
In traditional finance, structure creates safety. In crypto, delay can be disastrous.

But that's starting to change.

Matic Jug, Head of Growth at ICONOMI, explains how AI is emerging as the missing risk-control layer:
→ Real-time monitoring of volatility regimes, liquidity depth, and counterparty exposure
→ Continuous enforcement of allocation limits, collateral thresholds, and hedging requirements
→ Proactive compliance tracking as regulation evolves across jurisdictions

The key insight: volatility isn't the problem. Unsupervised volatility is.

AI doesn't eliminate risk. It doesn't replace human judgment. But it does enable continuous governance in a market that never stops—something that simply wasn't viable before.

The result? CFOs can finally access crypto's potential while limiting exposure day and night.
Not chasing alpha. Just making it manageable.
🔗 Full article in comments.
—
#Crypto #CFO #RiskManagement #EnterpriseFinance #AIinFinance #Fintech #Compliance

Most growth teams can't answer this question. And that's the actual problem.

"Growth is slow" is a weather report. It tells you nothing useful. 
"Growth is broken" is a diagnosis. It points somewhere.

Here's how I tell the difference.

Slow growth looks like this: numbers move, but quietly. Conversion holds. Retention holds. CAC is stable. You're just not getting enough volume in.

Broken growth looks like this: numbers move, but they're lying to you. Conversion looks fine because you're over-indexing on warm traffic. Retention looks fine because churned users left 90 days ago, and you haven't caught it yet. CAC looks stable because someone changed how you count it.

The test I use:
Pick your most important metric. Now go one layer deeper. If it looks worse there, growth is broken.

Ask when the last experiment actually changed a decision. If no one can answer, you're running fake experiments.

Find the metric no one talks about in meetings. That's usually where the problem lives.

Slow growth is a resource problem. Broken growth is an honesty problem. One you can solve by doing more. The other requires someone to say something uncomfortable in a room where nobody wants to hear it.

Most teams skip that part. They add budget, launch campaigns, and build new features. The numbers move slightly. Everyone feels better. Nothing actually changes.

The question isn't "are we growing fast enough?"
It's "do we actually know why we're growing at all?"

If you can't answer that cleanly, you're not slow. You're lost.

Where does your team tend to avoid looking?

Most growth teams use AI to write faster. I use it to think slower.

Here's where AI actually moves the needle for growth:
Pattern recognition across messy data. You have 6 months of experiment results scattered across Notion, Google Sheets, and someone's Slack DMs. AI can surface what worked, what didn't, and why faster than any human can grep through that chaos.

Killing bad ideas before you build them. Feed it your experiment brief. Ask it to argue against your hypothesis. The best use of AI is as a sparring partner that won't get fired for disagreeing with you.

Generating volume for statistical significance. Need 20 ad variants to test messaging angles? AI's great at that. But only if you already know what angle you're testing. It amplifies strategy. It doesn't create it.

Where it breaks:
Deciding what to work on next. AI has no context for your constraints, your team's capacity, or the three political fires you're managing.

Understanding why users didn't convert. It can't interview your churned users or sit in a sales call where someone hesitates at the pricing page.

The pattern I see: junior operators use AI to skip thinking. Senior operators use it to stress-test their thinking.

If your growth system is broken, AI just helps you execute the wrong plan faster.

What's one place AI saved you real time this quarter - not just made you feel productive?

Most fintech teams don't test because they're afraid of compliance. That's the wrong fear.

You might not change the onboarding flow for a year. Not because it is working. Because legal has to review every variant and nobody wants to start that process. So you run 0 experiments. And retention stays flat. And everyone knows why and nobody says it out loud.

The mistake is treating compliance like a wall. It's actually a fence. There's a lot of room on the right side of it.

Here's what actually breaks compliance in testing:
Changing what you promise (yield, returns, guarantees)
Changing how risk is disclosed (hiding or softening required language)
Targeting audiences your license doesn't cover

That's it. That's the real list.

Everything else? Copy tone, button placement, onboarding sequence, progress indicators, trust signals, error messages, empty states - you can test all of it. Fast. Without a legal ticket.

Compliance locks the contract. It doesn't lock the experience. The teams that figure this out run 3x more experiments than the ones that don't. 

If you don't have that map, you're not being careful. You're just guessing which things you're allowed to touch.

What's one thing your team hasn't tested because "compliance would never allow it" - that you've never actually checked?

"Invest in your financial future with confidence." 🙄 

I stared at it for 10 seconds. What does that mean? Which products can I buy? What's the risk? What happens if I deposit 500€?

Nothing. It's a slogan pretending to be a message.

Here's why fintech messaging stays vague:
💼 Legal softened everything to death. Every specific claim got reviewed out. "Potential returns" became "opportunities." "Low fees" became "competitive pricing." What survived can't be wrong because it says nothing.

😨 Teams are scared of being concrete. If you write "Buy Bitcoin in under 2 minutes," someone can time it. If you write "seamless experience," you're safe. No one can prove you failed.

🤡 No one owns the decision. Vague copy is committee copy. It passed 6 people because it offended no one and promised nothing.

But here's the problem. Vague messaging doesn't reduce legal risk. It increases user risk. When I don't understand what I'm signing up for, I don't convert. Or I convert once and disappear. The fix isn't hiring a better copywriter. It's killing the fear in the room.

If you can't explain what happens after someone clicks "Sign Up" in one clear sentence, your messaging isn't vague. Your product thinking is.

What's the vaguest fintech message you've seen this week?

A catalyst for positive change, I help purpose-led founders + companies build their internal and external communications, marketing, and operations to gain more traction with investors, clients, and employees. 

If you're ready to take your brand to the next level and make a bigger impact, I'm here to help. 🤝

Elizabeth Jepsen, M.A.

Honored to be joining the Forbes Communications Council!

Communications has been central to my work across healthcare, nonprofit, and tech — looking forward to sharing perspectives and learning from this community.

Chief of Staff at Kinetik | Branding + Marketing + Operations

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The Battle

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