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).

We're expanding our marketing team at ICONOMI 😎 

We’re looking for two roles:
- Senior Media Buyer 
- Lifecycle Growth Manager

Type of work: Hybrid (work from home & office presence in Ljubljana required)

Apply here:
https://lnkd.in/dqYvv3HU
https://lnkd.in/dMCmuGZk

#job

Matic Jug

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

E-commerce can ship 12 landing page variants in a week. Fintech debates button copy for a month.

I watched this pattern repeat a lot.

The e-commerce company would A/B test checkout flows, messaging, offers—sometimes multiple experiments running simultaneously. 

The fintech team would schedule meetings about meetings to discuss whether changing "Start investing" to "Get started" required legal review.

Same hunger for growth. Completely different velocity.

Here's what's actually happening:
The feedback loop is the product and e-commerce optimizes for purchases. You change something, sales go up or down, you know in 48 hours. Fintech optimizes for deposits, which happen after onboarding, after ID verification, after the user reads 47 pages of disclosures they didn't want. By the time you get signal, you've forgotten what you tested.

Fear masquerades as diligence, where e-commerce assumes the customer will complain if something breaks. Fintech assumes the regulator will. So every change gets reviewed by compliance, legal, sometimes product counsel. Not because it needs to be—because nobody wants to be the person who didn't ask.

The infrastructure punishes iteration. E-commerce runs on Shopify, Webflow, whatever. Non-technical people can ship. Fintech runs on legacy banking rails where changing a form field requires a deploy, a staging environment, and three engineers who are already underwater. The tools make speed impossible.

What fintech can steal:
- Build compliance review into templates, not every decision. If the message structure is pre-approved, you can test variants inside that structure without asking permission seventeen times.
- Shorten the loop. Test microcopy, social proof placement, reassurance elements—things that don't touch regulated disclosures but still move conversion.
- Stop conflating risk with perfectionism. Most things you're afraid to test aren't actually dangerous. They're just unfamiliar.

What's one experiment you wanted to run this quarter but didn't—and what stopped you?

Most fintech products confuse friction with fear. That's why their onboarding "works" but users still ghost them.

If you ask your growth team how many users who finish KYC actually deposit, will you get an answer?

Turns out many of "activated" users never fund their accounts. The real drop-off isn't the registration form. It's what comes after.

Here's what we usually miss:
Friction = "This is annoying" 
Too many steps. Confusing copy. Slow load times. Users complain. But they finish anyway if they trust the outcome.
Fear = "This feels unsafe" 
Unclear what happens to my money. No idea who sees my data. Can't tell if this is reversible. Users don't complain. They just leave.

Your KYC flow can have low friction. Upload ID, selfie, done in 90 seconds.
But the deposit screen? If there is no explanation of where funds go. No visible security signals. Generic "Add money" CTA with no context about limits, timing, or protection.

That's not friction. That's fear wearing a clean UI.

What can you change: Add three lines of copy above the deposit button. Bank-level encryption. Insured. Funds available instantly.

Deposit rate will go up in two weeks. I guarantee. Same flow. Same steps. Different trust layer.

You can smooth out every click in your funnel. But if users don't believe their money is safe, they won't move.

Where in your product are you optimizing friction when the real problem is fear?

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