Dima Rodionov
Dima works at the point where a FinTech product needs to become clear to the market.
At Goodface Fintech, he works with product and marketing teams on positioning, messaging, and content — from figuring out what a product should say about itself to turning that thinking into website and product copy. His starting point is usually the same: understand the product, the market, and customers’ decision logic before they choose a company.
Over the past four years, Dima has worked with B2B companies across FinTech, AI, and health tech. His work covers in-product messaging, content strategy, market intelligence, and the Jobs-to-Be-Done framework tied to a specific ICP or segment.
Key role at Goodface Fintech
Dima leads content and messaging across the FinTech practice. He works closely with product, design, marketing, and leadership teams to keep the story consistent as products change, new markets open, and the business moves into its next stage.
FAQ
Questions to expert
How do you approach messaging for a complex FinTech product?
I start with how the company explains the product today — across the website, product pages, sales materials, and other customer-facing channels. Then I look for where the story becomes unclear or inconsistent. The goal is to make the product easier to understand without flattening what makes it different.
What do you look for before writing about a FinTech product?
I want to understand the product, the market, and how the company actually sells it. Customer conversations, sales materials, competitor research, and product documentation usually tell me more than a short brief. They show what the company says about itself and what customers actually need to understand.
How does product experience affect FinTech messaging?
The website sets expectations for the product before someone ever uses it. If the messaging promises one experience and the product delivers another, the gap becomes obvious quickly. That is why I look at messaging together with the actual product experience.
Why should content and product teams work together?
Content often describes decisions that product and design teams have already made. Working together earlier means the messaging reflects the product as it takes shape, rather than being reconstructed after everything is finished.
Where do FinTech companies usually lose clarity in their messaging?
Often across different parts of the customer journey. The website might explain the product one way, sales might focus on something else, and the product itself might use different language. Each piece may make sense on its own, but the overall story becomes harder to follow.
How do you decide what a FinTech audience actually needs to know?
I look at what people need to understand to make the next decision. That might mean evaluating a payment provider, comparing platforms, understanding a product's use case, or deciding whether it fits their business. Research and conversations with users usually reveal valuable information to highlight, as well as what’s just there because the company has it.
