Money20/20 Europe: In Conversation with Amy Loh, CMO of Pipe
Financial Narrative spent June 3-5 in Amsterdam at Money20/20 Europe for a series of panel discussions and a marcomms networking meetup at the world's biggest, most influential gathering of the global money ecosystem.
We also got a chance to connect with some of the changemaking attendees. We also got a chance to connect with some of the changemaking attendees. Amy Loh, Chief Marketing Officer at Pipe, which embeds financial products such as capital, card, and spend management directly into software platforms. She discussed the challenges of marketing to dual audiences, the promise of embedded finance, and how AI could sharpen personalization at scale.
What excites you most about Money20/20?
This is my second Money 20/20—I went to the Vegas one last year. What I really love about the Amsterdam edition is that, first of all, Amsterdam is such a beautiful, lovely city to be in. Second, I find this conference very intimate. I’m able to walk around and see a lot of the people I’m trying to connect with. In general, people are very open to having meetings and learning more about what’s happening in the embedded finance space. It’s been really fun to just walk around the conference and meet new people.
What is the biggest challenge for leaders in your role today?
I would say that, specific to my job, the challenge is that we are an embedded finance company serving two distinct customer groups. One is prospective partners that we market to about embedding our solution into their platform. The other is the end customers of these platforms, which are small businesses. How we talk to each persona is very different, and we’re constantly working to ensure we’re offering cohesive messaging tailored to each group.
What kind of challenges are you facing as the company expands globally?
We have to really understand the local nuances and cultural norms of every market because we want to serve the small businesses in those markets in the best way possible. What’s great about our partnerships is that they deeply understand their customers. When we select a partner, they usually select us because they know we care about their end merchants just as much as they do.
What aspect of your job are you most excited for AI to take over?
There are already so many things I rely on AI for today, but one area I’d love to see improve is in personalizing and contextualizing messages to the right prospect at the right time. There’s a lot of information gathering happening now, and AI is already helping with that—but I’d love to see it automate that process even further, so I can deliver the perfect message with the perfect context every time.
What aspect of your job do you wish more people asked you about?
The finance industry is evolving so quickly, especially in the embedded finance space. It’s a challenge to keep up with all the trends and news. Coming to conferences like this and following fintech influencers helps me stay up to date, but it's tough to balance that with the day-to-day demands of the job.
What industry trends are capturing your attention lately?
The emergence of more in-person connections and events has been really powerful. Pipe hosts amazing events around conferences like Money 20/20, and it’s another intimate setting to get to know people in a different context. That’s something I really love and really missed having during COVID.