Marketing in Fintech: What Works, What Doesn't, and What's Next

Wenting Chen is the Head of Marketing at ANEXT Bank, where she leads end-to-end marketing across the full funnel as the bank scales its digital-first model for SMEs. She oversees strategy, brand, and digital acquisition, working closely with commercial and product teams to drive go-to-market strategies, partnerships, and lead generation.

With over 10 years of experience in financial services and fintech, Wenting brings a strong track record in building and scaling marketing functions. Prior to ANEXT Bank, she was Director of Brand and Marketing at audax, a comprehensive digital banking platform provider and Standard Chartered venture, where she launched the brand, built the marketing function from the ground up, and led B2B SaaS marketing strategy. She played a key role in expanding audax across APAC and the Middle East, driving regional go-to-market, demand generation, and brand positioning efforts.