By: Caleb Hellinger 

As only the third marketing hire for the investing platform, Qing saw an untapped opportunity to revolutionize fintech marketing by leveraging influencer partnerships. Her innovative strategies and visionary leadership quickly paid off, resulting in explosive growth for the company and establishing her as a pivotal figure in the fintech marketing space.

Recognizing the Power of Influencers

Ma Qing’s journey in fintech marketing began with a keen observation of the challenges that everyday consumers face in understanding personal finance. “To me, the biggest problem when it comes to personal finance is that people are intimidated by the concept of finance,” Qing explains. She realized that traditional financial education methods were often dry and inaccessible to the average person. Instead, Qing saw the potential of leveraging social media influencers to make financial literacy more relatable and engaging.

Influencers, with their ability to connect personally with their audiences, offered a unique avenue to demystify complex financial concepts. Qing’s innovative approach involved partnering with influencers who could break down financial topics in an entertaining and comprehensible manner. This strategy not only expanded Public.com’s reach but also helped build a community of informed and engaged users.

Strategic Partnerships and Breakthrough Campaigns

Under Qing’s leadership, Public.com formed strategic partnerships with several high-profile influencers. One of the first and most significant collaborations was with YouTube legend Phil DeFranco. Known for his ability to explain news and complex issues in a straightforward and engaging way, DeFranco was an ideal partner for Public.com. His involvement brought a massive influx of users to the platform and significantly boosted its visibility.

Another key partnership was with Erika Kullberg, a TikTok money expert known for her concise and informative financial tips. By collaborating with Kullberg, Public.com tapped into a younger demographic that was eager to learn about investing but often found traditional financial education unapproachable. Kullberg’s engaging TikTok videos demystified financial concepts and encouraged her followers to take control of their financial futures through investing.

One of the standout campaigns during Qing’s tenure at Public.com was with Michael Reeves, a popular YouTuber known for his humorous and creative tech projects. It showcased the power of influencer marketing in fintech, driving thousands of new users to Public.com and garnering over millions of views. The success of this campaign highlighted Qing’s ability to create engaging content that resonated with a wide audience.

Achieving Explosive Growth

Qing’s innovative strategies and successful campaigns led to remarkable growth for Public.com. Within a year, the platform’s user base grew from 250,000 to 1.5 million. This exponential growth was a testament to the effectiveness of Qing’s influencer marketing approach. By making financial literacy accessible and engaging, Qing helped Public.com build a loyal and active user community.

The success at Public.com also attracted significant investment. Under Qing’s leadership, the company secured significant venture funding, boosting its valuation to unicorn status. This influx of capital allowed Public.com to expand its services and reach even more users. Qing’s work demonstrated the transformative power of influencer marketing in the fintech sector, proving that innovative marketing strategies could drive substantial business growth.

Moving to Republic: Expanding the Vision

Following her achievements at Public.com, Qing joined Republic to further her mission of democratizing financial markets. Republic is a platform that allows anyone to invest in startups, real estate, and more, making private investment opportunities accessible to a broader audience. At Republic, Qing took on the role of leading US Marketing and Digital Growth, with a focus on creator-led business fundraising deals.

“Republic is at the forefront of this new era of retail-driven private investment,” Qing notes. “By supporting creators in launching their own businesses and enabling fan investment, Republic is paving the way for a more democratized and accessible private market.” Qing’s role at Republic involved developing a pipeline of creator-led business fundraising deals, including ventures for well-known creators like Mr. Beast and Emma Chamberlain’s coffee brand.

One of her standout accomplishments at Republic was the launch of Republic Note, a digital token. This innovative financial product allowed users to invest in Republic itself and benefit from its success. The launch was a massive success, raising a substantial amount in less than a month. Qing’s ability to harness the power of digital innovation and creator partnerships to drive significant financial outcomes was once again evident.

Leading Marketing at Firstcard: A Personal Mission

Currently, as the Chief Marketing Officer of Firstcard, Qing continues her mission to democratize financial literacy and credit building. Firstcard is a fintech company dedicated to helping people build credit, with a particular focus on immigrants, international students, and people of color. “Joining Firstcard was a natural choice for me,” Qing explains. “My personal experience as an immigrant and the company’s significant social impact aligned perfectly with my values.”

Firstcard’s innovative roadmap includes future features such as an AI financial advisor and advanced budgeting tools, aiming to earn recognition as the premier credit card for students by top-tier publications like Forbes and CNN. Currently, Firstcard offers robust features including faster credit building, acceptance of applications from international students without an SSN, up to 15% cashback from over 29,000 selected partner merchants, up to 4.25% APY, and 5% monthly cashback on popular educational platforms like ChatGPT, Chegg, Grammarly, Canva, Adobe, Headspace, and more. Ma Qing’s marketing strategies at Firstcard focus on promoting these existing features, making them accessible and engaging, and empowering users to take control of their financial futures.

One of Qing’s significant initiatives at Firstcard is the $10,000 Student Scholarship program, which supports international students. “When I was an international student, there were very few funding sources available,” Qing recalls. “By including international students in our scholarship program, we ensure that they are not left behind.” This program reflects her commitment to inclusivity and her understanding of the unique financial challenges faced by underserved communities.

A cornerstone of Qing’s work at Firstcard is her emphasis on financial education. She believes that financial literacy is fundamental to achieving financial freedom. “A lack of financial literacy is the biggest barrier to achieving financial freedom,” Qing asserts. “To truly democratize credit building for everyone, we need to change the experience of many underserved communities.” Firstcard’s features, such as AI-driven financial advice and personalized budgeting tools, are designed to equip users with the knowledge and resources necessary for building a strong financial foundation.

Qing’s marketing strategy at Firstcard is not just about growth; it’s about creating meaningful impact. Her campaigns are crafted to educate and empower users, fundamentally altering their interactions with financial products. This educational philosophy is a thread that runs through all her endeavors, from influencer partnerships to her initiatives at Firstcard.

Advocacy and Thought Leadership

Beyond her professional roles, Qing is a passionate advocate for financial literacy and inclusion. She frequently speaks at conferences and industry events, sharing her insights and advocating for broader financial education. Her thought leadership in the fintech industry has positioned her as a visionary leader shaping the future of financial services.

In her commitment to social responsibility, Qing collaborates with non-profit organizations and educational institutions to develop programs that promote financial literacy. “It’s important to ensure that everyone has access to the knowledge and resources they need to succeed financially,” she emphasizes.

Qing’s influence extends beyond her professional achievements. She is a strong advocate for financial literacy and inclusion, frequently speaking at conferences and events to share her insights and experiences. Her thought leadership in the fintech industry has earned her recognition as a visionary leader who is shaping the future of financial services.

Looking towards the future, Qing is optimistic about the continued potential for innovation in the fintech sector. She believes that advancements in technology will further enhance the accessibility and inclusivity of financial services. “We are just scratching the surface of what’s possible with fintech,” she notes. “Especially with the integration of AI, there are immense opportunities to create solutions that address the unique needs of different communities and make a positive impact on people’s lives.”

Qing is particularly excited about the potential of emerging technologies such as artificial intelligence to revolutionize financial services. She sees these technologies as key enablers of more personalized and efficient financial products that can better meet the needs of diverse users.

Ma Qing’s journey from investment banking to leading innovative marketing campaigns in fintech is a testament to her vision, determination, and strategic acumen. Her work at Public.com, Republic, and Firstcard showcases her ability to leverage influencer marketing and digital innovation to drive significant value and growth. Qing’s commitment to financial literacy, inclusivity, and innovation is reshaping the fintech landscape, making financial services more accessible and engaging for all.

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Published by: Khy Talara