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avatar for Laurie McLachlan

Laurie McLachlan

Digital Onboarding
Chief Marketing Officer
As CMO, Laurie leads Marketing, Product Strategy, and Customer Success for Digital Onboarding, Inc. After spending a decade with marketing agencies such as Young & Rubicam, Hill Holliday, and Arnold, she led Marketing for Andera (the first company to make it possible for financial institutions to open deposit accounts online). She also held marketing leadership roles at other financial services companies such as Bottomline Technologies, JPMorgan, and First Marblehead Corporation (now Cognition Financial).

What do you enjoy about the work you are doing in finance?
I really enjoy helping financial institutions remove friction from the customer experience so that they can set themselves apart in an industry that has been notoriously behind the curve in terms of technology and innovation. For example, the process of switching bank accounts and adopting account-related services is incredibly cumbersome - as evidenced by the fact that financial institutions feel compelled to offer customers hundreds in cash bonuses just for following through.

What gets you most fired up in terms of a technology, tool, trend, or advancement?
There is no question that machine learning is going to revolutionize the way that marketers create, deliver, and optimize campaigns and to say that I'm fired up about it is an understatement!
 
What do you think the future of financial experience will hold?
Institutions and companies that deliver simple and rewarding experiences will win and I don't think consumers really care whether that comes from a traditional institution or not.
 
What is the biggest obstacle you face in building a culture of design and innovation or putting a focus on wellbeing? How might the industry solve it?
Google recently led a two-year research project with 280 teams. They found only one distinction between innovative and non-innovative teams—psychological safety. I wholeheartedly believe this. Teams that are scared to take risks or speak openly in front of management are sabotaging themselves. We work very hard to foster a culture of trust, openness, and encouragement.

What would you tell your younger self?
As a marketer, as long as you're interested in the problems that you're trying to solve it doesn't matter which product or industry you're affiliated with. Above all, nothing will affect your happiness at work more than the people that surround you.