€60bn in AUM, 28% Brand Awareness: The Marketing Playbook of Scalable Capital (Maximilian Meyer)

From Robo-Advisor to Broker with a Banking License

When Maximilian Meyer joined Scalable Capital as CMO, there was no brand, no awareness – and a product that needed a lot of explaining: a robo-advisor with a minimum investment of 10,000 euros. Ten years later, Scalable Capital manages over 60 billion euros in assets under management, has raised close to 500 million euros in funding, and has evolved into a broker with its own banking license. Meyer has been there since day one, building out the marketing through every single phase of that journey.

The early days were anything but glamorous. The marketing budget was in the low single-digit millions, and the product targeted a very narrow audience. Instead of chasing growth at any cost, Scalable Capital took a deliberate approach from the start: ads in the FAZ (Frankfurter Allgemeine Zeitung) to reach a sophisticated, finance-savvy readership, and evening events held across Germany to build trust face-to-face. In a market where people's own money is on the line, this kind of trust-building was central to the marketing strategy right from the beginning.

From Niche to Mass-Market Brand

The path from a niche solution for wealthy, finance-savvy customers to a brand with 28 percent awareness today was no accident – it was the result of a playbook that evolved over years. Along the way, Scalable Capital had to navigate several fundamental shifts:

• –From a robo-advisor product that required a lot of explanation to a broker offering that is understandable and accessible to a much broader audience
• –From a small, narrow target group to a mass-market brand present in people's everyday lives
• –From pure trust-building in B2C finance to a brand that radiates additional legitimacy and security thanks to its banking license

This evolution also meant that the marketing itself had to keep reinventing itself – from the first FAZ ads and evening events to the channels and formats needed to reach a broad public and build up to 28 percent brand awareness.

Why This Matters for Founders

The Scalable Capital story shows that marketing in fintech and finance can't be compared to classic growth hacks. It's about long-term trust-building, about getting the timing right when transitioning from niche to mass market, and about the ability to continuously adapt the marketing playbook in step with product and company development – from robo-advisor all the way to a banking license.

After ten years as CMO, Maximilian Meyer brings the experience of starting with a comparatively small budget, choosing the right channels deliberately, and building step by step into a brand with significant awareness and billions in assets under management.