Learn How to Create Financial Products and Brands People Trust
Trust Signals™ is a free email course for finance leaders, marketers, product managers, and financial advisors, who want to build trustworthy brands, products, and services.
Financial Services Is a Low-Trust Industry
If that sounds surprising, check out the Edelman Trust Barometer over the recent years.
I spent the last 25 years designing digital products. Since 2011, I've been focusing on the financial industry. I've worked with early-stage startups, established mid-size companies, and VC-backed businesses valued at billions.
I see this again and again: businesses focus too much on technology, performance, usability, and features, but overlook the trust-building side of it.
Without Trust, Everything Crumbles
I once talked to a startup with a great investment app that failed to gain traction. They highlighted smart tech and high returns but never showed who was behind it or how users’ money was protected.
I’ve seen many fintech teams design sleek apps and smooth user flows without asking, “Does this make people feel safe?” Their users understand the product but don’t trust the company with their money.
The same happens with financial advisors trying to grow beyond referrals. They use templates, stock photos, and generic compliance-friendly copy, but don't show team photos and client stories.
These are skilled, genuine people, building great products and serving clients well. Yet they fail to earn trust from strangers, because they don’t know how to do it in their product and marketing.
Building Trust Should Be The #1 Priority in Your Marketing
Your potential customers and clients are super sceptical by default. They've been burned, heard stories from peers, seen “too big to fail” banks collapse. They come to you with their guards up.
Without trust, no amount of ad spend, growth hacks, cool features or marketing tricks will win people over.
When trust is there, adoption, loyalty, and referrals become so much easier.
If you’re building a financial product, brand, or managing client money, building and communicating trustworthiness is a top priority in your marketing.
Who This Course Is For
This course is designed for anyone in financial services who needs to build credibility for their products and services:
- Fintech founders & C-suite executives who compete against big players, raise financing, and need trust to win adoption.
- Marketers & brand leaders responsible for shaping perception in a low-trust industry.
- Product managers building apps, platforms, and websites where trust is a core UX challenge.
- Financial advisors & wealth managers whose entire business runs on reputation and referrals.
What You Will Learn
In this email series, I’m sharing what I learned about building trust in finance. Over the next 14 days, you’ll get short daily lessons on how to weave trust signals into your client touch points.